Eataly, a culinary destination celebrated for its high-quality food, Italian specialty products, and commitment to cultural education, was opening its eighth North American location in Silicon Valley.
Collaborating with internal teams and company leadership, my role was to manage the design and execution of exterior and in-store signage from store construction through opening day. Despite pandemic related constraints, the project goals were accomplished within the financial target, including the installation of more than 360 permanent signs, 7 murals, and a more cohesive wayfinding system.
MY ROLE
Design Manager
Art Direction
Designer
ADDITIONAL CREDITS
Photographer: Reimy Gonzalez, unless noted otherwise
DELIVERABLES
Large-scale, Custom Fabricated Signs
Environmental Signage & Wayfinding
Large-scale Experiential Design
Print Design
Print Collateral
Brand Visibility
As a new name in the Bay Area, brand visibility was crucial to Eataly’s ability to establish itself at the sprawling Westfield Valley Fair shopping center. Five entry points across three floors created multiple opportunities for brand placement. Three tiers of signage were implemented: illuminated logo signs at all entrances, printed store directories at interior mall entrances, and an eye-catching mural at the more discreet second floor escalator entrance.
Guest Experience
Eataly stores are designed to facilitate “getting lost” and the discovery of new products. The Silicon Valley location is the first store at Westfield Valley Fair to span three floors, presenting a unique challenge in guiding guests through the space. To ensure visitors were aware of the diverse offerings on all floors, strategic directories were positioned throughout the store to seamlessly guide them to different areas. Once on the third floor, prominent department identifiers and aisle markers showing product images and info encouraged guests to explore at their own pace.
Eataly is a store of stories. Telling some of these stories through large-scale, illustrative murals created energetic areas around the store.
The Story of Eataly
Terra Ristorante - Wood Burning Grill