dream taste internet
TRANSCRIPT
Indistribution Workshop
In collaboration with Italia Independent
Erika Gonzalez
Miguel Garduño
Julio Melara
Soho in numbers
Manhattan Community District 2, Population: 29,000
Median Age: 39, Average Household Income: US$80,000/m
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Still artistic Soho
South Soho, along Grand Street and Canal Street, is less upscale and less crowded than the
northern half fairly commercialized.
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Chinatown in numbers
Population: 150,000 to 250,000 difficult to measure due to immigration rate
Average Household Income of Asian American minority: US$50,000/m
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Cosmopolitan with high disposable income with interest in getting to know diverse people.
Aspirational customer
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THE CHALLENGE
Our project’s mission is to create multisensory experiences for customers of the fashion brand
ITALIA INDEPENDENT.
People can know different cultures by tasting recognized spirits from a certain region.
This combined with flavors of certain food from the country so the person can known the
culture of the person by a different and untraditional way.
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Small portions of liquids, mousse or foams by molecular gastronomy Chefs
Molecular gastronomy as a modern style of cooking
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Specially designed
Pleasure comes from the use of the Italia Independent degustation family of products
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Concentric seating around one Italia Independent product changing every 3 months
Special Furniture Plan and Distribution
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I-I central piece, drinks and molecular chef preparing flavors change every 3 months
Keep them coming
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Staff uses Italia Independent clothing to create curiosity about the brand
What are they wearing?
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Smooth lines and tender lighting to enjoy the top floor terrace in South Soho
Half open atmosphere
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Tequila degustation
Silver
with cheese
and herbs
Extra-aged
with
chocolate, caramel,
coffee and spices
Aged
with
berries
Gold
with guava and
sour fruits
Ultra-aged with
sweets and nuts
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Vodka degustation
Russian
with zakuski flavors caviar,
pickles and dill herb
Ukrainian
with honey and
pepper
Polish
with bisson grass, fruit, root,
flowers and herbs
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Grappa degustation
Young
with fruits, dark
chocolate
Aromatic
with
chocolate
Aged with goat,
roquefort or
gorgonzola
Aromatized with mid
mass cheese like
manchego
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Sake degustation
Honjozo-shu simple
dishes like salads
Ginjo-shu
light and complex
Soba Noodle Salad
Junmai-shu
Rich and strong,
teriyake and nimono
Daiginjo-shu
sashimi, vegetable
tempura and citrus
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Dreamed taste in numbers
Restaurants and bar market in South SoHo
Competitor Antipasti Drink
Aurora 9-20 7-13
Sanctuary Tea 9-15 8-14
Mooncake Foods 9.15-10 7-15
Lupe´s 9-12 8-13
Café Noir 6-12.5 7-15
Tailor 15-17 6-15
Luckystrike 8-12.5 8.5-10
Balthazar 10-24 8-19
Soho 323 10-15 7-13
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More people, more restaurants
USA restaurant market has a proportionally direct relationship with population.
2006 NY County population 1.6 M (U.S. Census Bureau)
Source: Steven Berry, Joel Waldfogel, 2006.Yale Univ.and NBER, The Wharton
School,Univ. of Penn.and NBER. Product Quality and Market Size1.
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Nearest Competitor
In terms of high end the nearest competitor in the zone is restaurant Balthazar.
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Spirits distributor partnership
I.I. could benefit from using one distributor not to carry stocks
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Chefs partnerships
Chef could get visibility for their own restaurants and I.I.will pay royalties (10%)
chef Heston Blumenthal.
The Fat Duck restaurant in
Bray, Berkshire
Chef Ferrán Adriá
El Bulli - Roses, Spain
chef Pierre Gagnaire and Hervé
This, Pierre Gagnaire
restaurant, Paris
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