How Matte Projects Turned Eataly Into a Destination Brand

MATTE Projects created the experiential launch for Eataly’s new West Palm Beach, Florida, marketplace in CityPlace and designed it not as an event, but as a brand campaign translated into physical experience. The events took place on Friday, December 5th.

The launch treated culinary storytelling the way a creative agency would approach narrative and craft. MATTE used education, music programming, environmental design and sensory stations as campaign tools to bring Eataly’s values to life in real time. Launch also included a VIP preview followed by a public celebration featuring music by Soul Clap, visual art, and a series of tasting stations designed to showcase the craft and education that define Eataly. The result is a destination opening created to communicate brand identity, not just celebrate a new retail space.

The project also connects to a larger shift in hospitality and experiential retail, where physical launches are being used to build identity for new cultural districts. In this case, the launch becomes part of Related Ross’s company strategy to shape CityPlace as a culinary and creative hub.