Capital One at the ‘22 NYC Wine & Food Festival
Capital One and 160/90 developed a NYCWFF footprint centered around Craft & Comfort – the comfort one feels while creating a beautiful meal, the art of cooking as a craft in and of itself, and the feel-good foods that bring memories and nostalgia to the surface. Focusing on three areas within the theme (Sauce, Salt and Sage Wisdom), we enlisted the help of three incredible talent to teach classes throughout the festival at Grand Tasting. Page through the gallery below to learn more about our space and process.
The Craft Kitchen at Grand Tasting is inspired by apothecary shops and traditional architecture with a modern twist.
Though the structure was a large tent, details like columns, windows and flower boxes created the illusion that our space was a storefront.
The large windows allowed natural light to stream into our space as cardholders completed their classes – and also created envy for those without a Capital One card at the festival.
Around the side of the footprint, a large food-themed mural read "Light Bites, Big City". Printing the mural on a brick texture kept the building facade illusion alive.
Inside, a bright workstation featured a massive U-shaped island with seating. During demonstrations, our talent was able to move around and assist cardholders.
A curved shelving unit provided branding opportunities in addition to storage, and provided some warmth in the space.
Dan Pelosi (@GrossyPelosi) led the "Sawce is Boss" class, leading cardholders through his viral Vodka sauce recipe (spoiler alert: it's all about the whisking!).
Dan assisting with some Whisk-y Business.
Barbara Costello (aka @BrunchwithBabs) led our CottageCore class, providing fun tips and tricks (like coating your cheese grater with non-stick cooking spray!) as cardholders made her beer cheese dip with soft pretzels.
Babs assisting with the creation of Beer Cheese Dip.
Dan and Babs were well acquainted, which created this sweet photo moment.
Nick DiGiovanni was one of the youngest winners of Master Chef at 22 years old. At NYCWFF, he was Salt Master, leading cardholders through our Salt of the Earth class.
Nick adding flavors and textures to salt and educating about its different uses.
Around the side of our footprint, cardholders made their way to our lounge space, outfitted as a sweet little bistro. With flavored water, cute straws and plenty of seating, the lounge was a great place to take a load off and hydrate.
Our centerpiece in the lounge featured the Capital One logo in faux tile – reminiscent of a New York subway wall.
Our signage throughout the festival leveraged a NYC map as a background with playful copy. The flavored water station in the lounge had a sign that read: "Do yourself a flavor."
The Capital One footprint at Pier Parties (the nighttime party space at NYCWFF) was inspired by New York rooftop lounges. Featuring cocktails and sweet bites, guests could take a seat, regroup and enjoy.
The neon skyline photo op was a bright spot (literally) in the footprint.
Seating, bars and a fun sunset light feature created a luxe vibe in this cardholder-only space.
Fun cocktails and detail branding moments made for an elevated atmosphere.
Sweet bites have become a signature Capital One element at Pier Parties.
Capital One's "Instagram traps" allow cardholders to create a beautiful, shareable photo with their food or cocktail. At the Pier Parties space, we leveraged the "Light Bites, Big City" typography from the mural at Grand Tasting.
To assist cardholders with moving through the crowd, Capital One gave away several items throughout the festival footprint. At Pier Parties, it was a snack tray with a fun graphic that hooked onto a wine glass. Signage with fun copy (Cardholders, let us give you a hand) created a cohesive look.
Cardholders have the opportunity to enter the festival before anyone else. At this touchpoint, Capital One also gave out wine glass lanyards – and this sign encouraged them to "Wine before you Dine" with the lanyard.
Lanyards in action.