Indistribution Workshop

In collaboration with Italia Independent

Erika Gonzalez

Miguel Garduño

Julio Melara

The dreamed taste

The dreamed degustation experience for South SoHo

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Artistic, traditional and stylish areas of New York

Soho meets Chinatown

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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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Diverse degustation

Every 3 months a new drink degustation experience

Tequila SakeVodkaGrappa

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Flavors that prepare palate for an unforgettable drink tasting

Pleasant taste

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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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4 degustation experiences in one year to be advertised in NY magazines and websites

Letting know

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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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Communication

Flyers and advertorial for the first 4 degustations

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Partnerships

Beneficial relationships with spirits distributors and molecular gastronomy Chefs

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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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True business

Expected balance between sales and costs

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