eataly roma fiumicino
overview
45 million travellers pass through Fiumicino every year. Most of them haven’t planned to walk into an Italian food store. That was the challenge: turn an airport retail space into a destination, capturing the attention of distracted, fast-moving travellers in the visually chaotic environment of an international terminal.
I led the entire creative direction of the project (from initial concept to final print-ready files) coordinating Eataly Studio, the airport authority, and the operations and marketing teams. The work covered the full visual ecosystem: exterior and interior signage, a 30-metre hoarding, POS materials, menus, posters and OOH communication, balancing strict airport regulations with the need to tell the Eataly brand story in an immediate and engaging way.
The result is a cohesive visual system that works at every scale and that successfully launched the flagship store’s grand opening.
I led the entire creative direction of the project (from initial concept to final print-ready files) coordinating Eataly Studio, the airport authority, and the operations and marketing teams. The work covered the full visual ecosystem: exterior and interior signage, a 30-metre hoarding, POS materials, menus, posters and OOH communication, balancing strict airport regulations with the need to tell the Eataly brand story in an immediate and engaging way.
The result is a cohesive visual system that works at every scale and that successfully launched the flagship store’s grand opening.
signage
In an airport environment, visual noise is overwhelming. I developed the signage system from wireframe 3D renderings through to physical installation, ensuring every element was perfectly aligned with the terminal’s architectural constraints while functioning as a brand attraction point.
hoarding
The 30-metre hoarding was the first brand touchpoint for millions of international travellers.
I transformed it into a storytelling surface that communicates the Eataly Manifesto, previewing the culinary experience before visitors even step inside the store.
I transformed it into a storytelling surface that communicates the Eataly Manifesto, previewing the culinary experience before visitors even step inside the store.
collaterals
Every touchpoint — from coasters to carrier bags — had to work both as a functional tool and a brand ambassador. The strategic message “Eat better, fly better” transforms high-frequency disposable materials into communication vehicles that follow the traveller beyond the store.
posters and communication
A poster series designed to overcome language barriers through an infographic approach: the visual deconstruction of classic Italian recipes (cappuccino, spritz, gelato) lets international travellers understand ingredients and quality at a glance, without translation.
ooh and adv
A 360° campaign that extended the brand beyond the store: OOH advertising at strategic terminal locations, transit area materials, and a complete suite of menus and collaterals designed for quick consumption on the move.
photos
all the photos in this section were taken by Guido Caltabiano
