The Situation: For the fifth iteration of Serra's spring-summer concept, Eataly sought to reconnect with its Italian roots while embracing the greenhouse theme. With a menu revamp featuring playful desserts, cocktails, and plant-based dishes, the focus was on creating a natural, Southern Italian-inspired ambiance.

The Creative Concept: Inspired by Southern Italian lemon orchards, we aimed to immerse guests in an authentic, convivial atmosphere reminiscent of life on the orchard. Utilizing cotton sails on the ceiling, tree-wrapped columns, and distressed apricot walls, we crafted a modern yet bucolic environment that encourages relaxation and communal dining.

The Result: The immersive experience resonated with guests, transporting them to a serene natural setting conducive to shared meals and meaningful connections. The restaurant's sales surged by over 20% compared to previous years and iterations, indicating the success of the revitalized concept.