eataly roma fiumicino
Led the creative direction and execution of the entire visual ecosystem for Eataly’s flagship store
at Fiumicino Airport. The project required harmonizing brand storytelling with strict airport regulations, managing a complex stakeholder map (Design, Operations, Marketing)
to delivera seamless customer journey, from the 30-meter external hoarding
to the finest in-store collateral details.
at Fiumicino Airport. The project required harmonizing brand storytelling with strict airport regulations, managing a complex stakeholder map (Design, Operations, Marketing)
to delivera seamless customer journey, from the 30-meter external hoarding
to the finest in-store collateral details.
signage
Developed the main signage system to ensure maximum visibility within
the chaotic airport environment. The process moved from wireframe conceptualization
to 3D rendering, ensuring the physical installation perfectly aligned with the architectural constraints while acting as a powerful brand beacon for travelers.
the chaotic airport environment. The process moved from wireframe conceptualization
to 3D rendering, ensuring the physical installation perfectly aligned with the architectural constraints while acting as a powerful brand beacon for travelers.
hoarding
Designed a massive 30-meter hoarding to serve as the store's visual prologue.
More than just a temporary cover, this surface became a storytelling canvas featuring
the Eataly Manifesto (bilingual), engaging international travelers and setting
the tone for the culinary experience before they even entered.
More than just a temporary cover, this surface became a storytelling canvas featuring
the Eataly Manifesto (bilingual), engaging international travelers and setting
the tone for the culinary experience before they even entered.
collaterals
The core of the in-store experience is anchored by a context-specific mantra developed
for the airport traveler. This strategic message turns high-frequency disposables,
like takeaway cups and placemats, into powerful brand ambassadors, reinforcing the promise
that quality food improves the journey.
for the airport traveler. This strategic message turns high-frequency disposables,
like takeaway cups and placemats, into powerful brand ambassadors, reinforcing the promise
that quality food improves the journey.
posters and communication
A series of posters designed to bridge language barriers through visual immediacy.
The layout integrates infographic elements that deconstruct traditional Italian recipes,
such as the layers of a Cappuccino or the proportions of a Spritz.
This approach combines editorial elegance with functional clarity,
allowing international travelers to grasp the product's composition and quality at a glance.
The layout integrates infographic elements that deconstruct traditional Italian recipes,
such as the layers of a Cappuccino or the proportions of a Spritz.
This approach combines editorial elegance with functional clarity,
allowing international travelers to grasp the product's composition and quality at a glance.
ooh and adv
A 360° rollout including OOH advertising strategically placed in terminal transit areas
to drive footfall, paired with a cohesive suite of in-store menus and promotional materials
designed for quick consumption.
to drive footfall, paired with a cohesive suite of in-store menus and promotional materials
designed for quick consumption.
photos
all the photos in this section
were taken by Guido Caltabiano
were taken by Guido Caltabiano
