In-Store and Out of the Box, Eataly Exemplifies a Luxury Brand
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A great brand should be a feast for the senses. That's true of creating a reputation for almost any product, but it's absolutely essential when what you're selling is luxury food and drink. Enter Eataly... The gourmet Italian marketplace will open another expansive location next month, this time in Boston. After starting life in Turin almost a decade ago, the brand quickly expanded across the Atlantic, finding two homes in New York City and another in Chicago. [caption id="attachment_5143" align="aligncenter" width="800"] Image Credit: Nathan Mac/Flickr[/caption] Covering more than 100,000 square feet of floor space between them, it's easier to think of Eataly in warehouse terms, rather than retail or restaurant space. That being said, all of that room is required to do justice to an ambitious brand concept. The company takes the core elements of artisanal food stores, Italian marketplaces, and high-end dining establishments, then blends them into one unique experience. A sense of quality and authenticity runs throughout the space, which in turn lends a sense of luxury. The brand extends beyond the in-store experience, of course, and that luxury appeal needs to go with it.