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Suite 1-2, Level 6, 2-12 Foveaux Street, Surry Hills, NSW, 2010
© Buffet
We acknowledge the 29 clans of the Eora Nation, the Traditional Owners of this land.
We pay our respects to Elders past, present and emerging, and recognise the continuing connection to lands, waters and communities.
With a concept as-yet-unseen in the country, Dada-inspired branding and a slick interior that can only be described as jewellery-box-goes-to-space, Fabbrica Pasta Shop needed to launch with two things. First, translate this new multi-faceted concept (pasta shop + factory + aperitivo bar + fancy grocer) to its new audience clearly and effectively. Second, reflect the futuristic, boundary-pushing nature of this brand via its launch and ongoing content, while still making it delicious, warm and approachable, as always. We love a head-on collision.
The word “fabbrica” translates from Italian to “factory”. We took this torch and ran with it, injecting the art direction for imagery with clean shiny light and stark contrasts in colour, to match the brand’s gleam. Handmade pasta by the gram, luxe grocery items and Fabbrica’s selection of perfect sandwiches were shot elevated on a spinning pedestal for launch, to emphasise their position as aspirational, artisanal and highly sought after, like precious stones. We used slow-motion footage to spin each product to reveal all sides, each crevice of pasta or layer of prosciutto di parma visible to the onlooker. This was contrasted with high-impact, full-frontal stills which truly still make us hungry.
It was key to also showcase the space as warm, inviting and atmospheric, especially on the dine-in side, and so Fabbrica’s high tops are shown laden with generous pasta dishes, wine and their incredible bread, a sight for sore eyes when you stroll past this subterranean space on King Street, tucked amongst the sky scrapers.
