The document details a culinary project in South Soho aimed at creating multisensory tasting experiences for customers of the fashion brand Italia Independent. It outlines various aspects including demographic insights, the planned degustation events for tequila, vodka, grappa, and sake, as well as the involvement of renowned molecular gastronomy chefs. The initiative seeks to combine cultural understanding through food and drink, while fostering brand curiosity through staff attire and promotional activities.

1. Erika Gonzalez Indistribution Workshop
Miguel Garduño In collaboration with Italia Independent
Julio Melara

2. The dreamed taste
The dreamed degustation experience for South SoHo
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3. Soho meets Chinatown
Artistic, traditional and stylish areas of New York
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4. Soho in numbers
Manhattan Community District 2, Population: 29,000
Median Age: 39, Average Household Income: US$80,000/m
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5. 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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6. 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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7. Aspirational customer
Cosmopolitan with high disposable income with interest in getting to know diverse people.
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8. 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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9. Diverse degustation
Tequila Grappa Vodka Sake
Every 3 months a new drink degustation experience
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10. Pleasant taste
Flavors that prepare palate for an unforgettable drink tasting
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11. Molecular gastronomy as a modern style of cooking
Small portions of liquids, mousse or foams by molecular gastronomy Chefs
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12. Specially designed
Pleasure comes from the use of the Italia Independent degustation family of products
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13. Special Furniture Plan and Distribution
Concentric seating around one Italia Independent product changing every 3 months
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14. Keep them coming
I-I central piece, drinks and molecular chef preparing flavors change every 3 months
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15. What are they wearing?
Staff uses Italia Independent clothing to create curiosity about the brand
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16. Half open atmosphere
Smooth lines and tender lighting to enjoy the top floor terrace in South Soho
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17. Letting know
4 degustation experiences in one year to be advertised in NY magazines and websites
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18. Tequila degustation
Extra-aged
Silver Gold Aged Ultra-aged with
with
with cheese with guava and with sweets and nuts
chocolate, caramel,
and herbs sour fruits berries
coffee and spices
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19. Vodka degustation
Russian Polish Ukrainian
with zakuski flavors caviar, with bisson grass, fruit, root, with honey and
pickles and dill herb flowers and herbs pepper
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20. Grappa degustation
Aged with goat, Aromatized with mid
Young Aromatic
roquefort or mass cheese like
with fruits, dark with
gorgonzola manchego
chocolate chocolate
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21. Sake degustation
Junmai-shu Ginjo-shu Daiginjo-shu Honjozo-shu simple
Rich and strong, light and complex sashimi, vegetable dishes like salads
teriyake and nimono Soba Noodle Salad tempura and citrus
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22. Dreamed taste in numbers
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
Restaurants and bar market in South SoHo
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23. More people, more restaurants
Source: Steven Berry, Joel Waldfogel, 2006.Yale Univ.and NBER, The Wharton
School,Univ. of Penn.and NBER. Product Quality and Market Size1.
USA restaurant market has a proportionally direct relationship with population.
2006 NY County population 1.6 M (U.S. Census Bureau)
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24. Nearest Competitor
In terms of high end the nearest competitor in the zone is restaurant Balthazar.
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25. Communication
Flyers and advertorial for the first 4 degustations
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26. Partnerships
Beneficial relationships with spirits distributors and molecular gastronomy Chefs
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27. Spirits distributor partnership
I.I. could benefit from using one distributor not to carry stocks
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28. Chefs partnerships
chef Pierre Gagnaire and Hervé
chef Heston Blumenthal.
Chef Ferrán Adriá This, Pierre Gagnaire
The Fat Duck restaurant in
El Bulli - Roses, Spain restaurant, Paris
Bray, Berkshire
Chef could get visibility for their own restaurants and I.I.will pay royalties (10%)
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29. True business
Expected balance between sales and costs
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