The client entrusted Finkernagel Ross to establish a new brand identity for Italians. The objective was to redefine the site of an existing tired, global roll out restaurant concept into a unique dining experience that would be a destination for the people of Braunschweig in Germany.
As an Italian eatery, design inspiration was taken from the golden age of Italian style and culture. Finkernagel Ross seamlessly blended nostalgia with modernity and comfort, offering an immersive culinary experience. The concept was to be fast-casual, yet meticulously designed, surpassing traditional expectations. The inherited space of the previous restaurant tenant was expansive, presenting a challenge to create an intimate customer experience. The team rose to the occasion, conceptualising differentiated zones within the restaurant to accommodate both fast-casual dining as well as intimate dine-in experiences. This delicate balance of intervention and preservation, executed within a swift six-month timeframe, reflects the collaboration with the client to fully achieve excellence from concept to opening.
The main concept behind Italians, was for guests to embark on an immersive culinary journey. From the cosy ambience of the Taverna to the refined elegance of the Enoteca wine bar, the rustic charm of the Trattoria along with the relaxed vibes of the Salotto, each of these zones offers its own distinct personality which is visually obvious due to bespoke tables, chairs, colours and themes. The end goal? Inviting guests of all ages to savour the flavours and traditions of Italy.
Balancing seating styles, colours and finishes, the restaurant goes beyond design transformation, elevating the atmosphere with high-quality materials such as marble and terrazzo, coupled with innovative lighting solutions.
Since opening, Italians have welcomed locals and tourists to dive in and experience a small piece of the picturesque Amalfi coast for themselves.