I’ve always been interested in how architects and interior designers choose layouts for stores. Specifically, stores that are multi-purpose. By that I mean bookstores that are also cafes, the Costcos and Wal Marts of the world, and today specifically, a store that encompasses restaurants (yes, plural), a grocery store, and boutique shopping all in one. I am talking about none other than the wonderful creation of Mario Batali’s Eataly.
Here we have what feels like a combination between a landing zone at Disney World and a teleport to Italy itself. Let’s break it down into factors of the design I find so intriguing:
1. The Layout
Wrapping around the corner of 5th Avenue and 23rd Street, the flow of the store forces you to stop and take in each department due to its very narrow entrances that expand as you travel towards the back. If you enter on 23rd, there’s an immediate desire to pickup fresh produce or run straight for the salami counters. If you enter on 5th, you are drawn to join the lines of the Gelateria and pastry shop. If you have the mental strength to keep moving, you are rewarded as you happen upon the Fish Monger and cafes, all leading back to the amazement that is homemade pasta and pizza.
2. What Flies Above
I admit it’s difficult to peel your eyes away from all kinds of food that meet you at eye level, but if you take a moment and just look up, you’ll find each shop supports very different kinds of lighting and art. It ranges from black and white pictures of olden-days in coffee shops (brought to you by LaVazza), to fiery chandeliers, to beautifully hand-woven flags. The designers obviously took great care in making a point that each shop is its own entity within this great place.
3. Product Displays
Moreso than a regular old grocery store, the way Eataly displays its products truly amazes me. You wouldn’t think that ordinary white shelves would evoke such a response, but there’s something in the way the signage takes your eyes from the top shelf down, one layer at a time, linking each food to a sauce or each spread to a bread (rhyme not intended), that is beautiful. They make you stop, read, pick up a jar, contemplate how you’d use it, replace (or add to cart to purchase), and repeat. How I left without purchasing an entirely new set of sauces and spices still baffles me.
I should also note that once you’ve reached the homemade pasta and sauces section all hope is lost. You can tell instantly how fresh these pastas are, even though the descriptions are all in Italian! Luckily the sauce aisles explain which flavors to use when, but that just makes me want to test them out on pastas I can’t even pronounce. Dear food gods, please help me, I’m trapped in pasta heaven and I’ve just broken Passover!
4. Products I Want to Own
I stumbled upon a few products that were displayed so perfectly and eye-catching that I had to stop and admire. I guess that’s the point of any display, right? Regardless, these specifically made me stop, look, and snap a photo.
First, there was this rack of flavored goodies: figs, cherries, and ginger all ready and able for consumption. The face that I could purchase 1, 5, or 10 of each of was so appealing to me. And, the colors of the figs and cherries matched perfectly with the wooden shelves. The whole thing was very rustic amongst a sea of white decor.
Then I spied these jars of olive oil. Mom always said the darker the bottle, the better the quality. I can’t imagine how smooth and pure this must taste. These bottles look regal.
That’s when I turned around and walked into the Health & Beauty department (yes, there’s one of those too)! I stopped and smelled the candles, and immediately fell in love with this one. Not only does it match the decor on my shelves full of West Elm trinkets, but it also smelled divine. It was pomegranate flavored, but also had a very warm vanilla after-smell. The gold stamp adds a unique touch and also makes it look, well, regal! Sensing a pattern here? That was when I saw the candle alone was $80. As sad as I was to pass it up, I can surprisingly still smell the scent on my hands. Hopefully it lasts for a while.
5. CHEESE. Cheese. CHEESE!
And so we have come to the part of this post we have all been waiting for. The displays of cheeses at Eataly are immaculate. First, there is the pre-packaged, refrigerated cheese section. There you find white cheese, bleu cheese, red cheese, yellow cheese! Cheese with names like Guffanti and Caciocavallo Irpino. Cheese that costs $30 a pound. While there was nothing too special about the design of this section, it acts as a nice Welcome Mat to the fine cheese department that lays just past it.
This cheese department invites you to pair each tasting with a tall glass of wine, which on a lovely Sunday afternoon I was very tempted to do. But I had to focus on the goal at hand: look at cheese. Wheels of cheese serve as the base for hand-carved sections of every single flavor of cheese you could possible imagine. If you’re not already drooling, I don’t know what else to tell you. I was overwhelmed at the number of cheese selections, but also found it very easy to navigate my way through my tastings (oh yes, I had to taste a few). They were delineated by Cow’s Milk, Sheep’s Milk, area in Italy they came from, and measure of intensity. What an amazing set of organizational skills these folks have! A+ to the person who is that much of a perfectionist. I tip my hat to you.
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As you can see there is much to be seen, much to learn, and very much to enjoy at Eataly. I highly recommend taking some time to explore the twists and turns of the store and finding your own design-spriations. Look up, look down, look everywhere! Will it be the tiled walls, the cafe seating, the grocery carts made out of recycled bottles? I’d love to know! Share your thoughts with me.
Until then, Happy Cheeseday.