BARILLA MASTERS OF PASTA X LAVER CUP

Barilla US // Experiential // 2018

Strategy // Creative Direction // Art Direction // Fabrication Design by John Cordero

Poised to take a global stage, Barilla needed to make a statement at the 2018 Laver Cup. Leveraging their Masters of Pasta campaign featuring Roger Federer and Chef Davide Oldani, both masters of their craft, we designed a bold space that showed consumers they too can master the art of simple, soulful pasta dishes.

Seating and set pieces were modular to accommodate a week of programming which included media & VIP dinners, sampling, cooking demonstrations and content capture. By participating, guests could enter to win an Italian getaway. A branded apes (that’s ah-peh, Italian for adorable truck) mobilized the brand’s new Ready Pasta proving that a perfect meal can come together in about 60 seconds.