Anheuser Busch Inbev
Retail Concept
F&B & FF&E Direction
Execution Playbook
Merchandise Design
Partner Agency
Love & War

Like being in Borgorose, Italy…

cow smell not included.

To support the expansion of Italian craft brand into international markets, I was tasked with developed the Birra Del Borgo global hospitality concept.

The challenge was to build an experience that remained true to Birra Del Borgo’s home of Borgorose, Italy, while integrating more obvious, Italian cues from neighboring Rome to engage an international audience in our pilot market of Buenos Aires, Argentina.

The final playbook included the full hospitality concept from architectural design to FF&E guidance, food and beverage programming, service standards, and merchandising.