An “Italian-in-spirit” identity, decidedly devoid of the clichés you’d expect from a standard pizza parlour. The tiny Pizzeria Farina space has strong personality with punchy reds, inlaid geometric scrap wood tables and shelves of branded pizza boxes; its bold character is immediately evidenced by the large red signage layered in stark contrast to the whitewashed brick exterior. Farina’s owners had created pizza sauces and oils to accompany its unique artisan bread dough, so we devised an open kitchen to engage customers with the cooking and to present this merchandise as part of the experience. A wall-mounted road bike–specifically, a fixie Pinarello–evokes the narrative of local bike culture…with a flourish of Italian style.
Working closely with brand designers Glasfurd and Walker to integrate each aspect of Pizzeria Farina’s identity, everything was executed with a laissez-faire quality and a youthful bent that shrugs off any sense of corporate commerciality.