Pierluigi Chadstone

Strategy / Branding / Interior

Pierluigi brings a taste of Rome’s finest food, bar and coffee culture into the heart of Chadstone, the Fashion Capital of Melbourne. An artisanal Italian deli kiosk open 7 days a week, it champions fine food, coffee and the relaxing notion of an aperitif. Retrofitting an existing kiosk, Brandworks was engaged to bring Pierluigi to life with the use of a striking signature palette under the banner of a classically inspired new brand.

Background

Founders, Amber and Pierluigi Ostuni vision is to offer Melbournian’s a beautiful, modern Italian artisan cafe and panini sandwich bar that offers premium Italian fare, coffee and beverages. Made with high-quality, Italian produce and ingredients, their philosophy begins with a less is more approach. Inspired by Pierluigi’s home city of Rome, patrons will be delighted with traditional assortment of breads, fancy fillings, shaved meats and cheeses, small bites and sweet treats. Italian espresso, wine, Aperol spirtzes and gelato are perfectly paired to go with the rest of the menu. With a high sense of style and passion, their concept will elevate Chadstone’s reputation as Melbourne preeminent Fashion lifestyle destination.

Approach

BrandWorks was engaged to provide end-to-end design and brand experience for the new concept. Located at the premium end of retail, and international luxury brands, the scope included a new brand identity, interior upgrades over an existing kiosk and a design refresh to uplift the store’s presence.

Positioned as a high-end, refined Italian concept, Pierluigi expresses the Italian way of eating that’s true to its origins and culture, celebrating the finest traditions within an everyday dining experience. With a striking deep blue and gold highlights, the identity breathes modern classic, with its bold serif fonts and free glowing script as its brandmark. The photography is layered with deep contrasting moments, to reveal and tempt the wanderer to dwell and enjoy the moment.

The Challenge

Pieluigi is positioned on a busy thoroughfare within the premium retail end of Chadstone shopping centre. Noting the existing site challenges, BrandWorks was to reimagine the Furniture, Fixtures, and Equipment (FFE) scheme of an existing kiosk to represent the new concept. The centre’s lack of lighting and low ceiling heights made the area less obvious to the naked eye. The need to reactivate the kiosk and help transform it into an destination worth coming to was central to the design brief.

The Result

The result pioneers Pierluigi's signature blue with strong use of colour and attention to detail whilst being sensitive to the existing structure. Using an arched silhouette inspired by the branding scheme, custom panelling motifs have been routed from blue stained timber and clad around the main structure, this is then flanked by existing carrara mosaics on the banquette seats and adorned with custom brass brand marks. A fluted glass gantry and fascia have been installed to draw the eyes to the tenancy and details reference those of a traditional Italian trattoria. Recessed LEDs illuminate the gantry, beckoning people to take respite with a glass of prosecco and a panini after a long day of shopping. 

Pierluigi seeks to live the artisan craft of fine food, coffee and Italian specialities, celebrated and enjoyed for over three thousand years. Transporting you to the capital of culture and traditions, for the ones who enjoy life to the fullest.

 ..when in Rome. Now open.