October 202 3 F LO RE N T I N E Co nce p t D eve l o p m e n t
CO N C E PT D E VELOP M EN T
S CA N M E
@floren t in e_ urban t rat t oria
CO N C E PT D E VE LO P M E N T
CO N C E PT D E VE LO P M E N T
B RA ND STO RY Imagine you’re walking around Stockholm and suddenly you find yourself grabbed off the street and dropped on to the coast of Italy. This isn’t just a vibe, it’s telepor tation when Florentine brings you our 70’s all-day long Trattoria offering authentic italian food ser ved with good vibes and big smiles. Once you’re through the door, Florentine welcomes you in for dinner like any traditional, bustling Italian signora would – with heaps and heaps of food, handmade in her own kitchen.
CO N C E PT D E VE LO P M E N T
CO N C E PT D E VE LO P M E N T
F LORENT INE K I TC H E N Florentine has created a crazy menu from all Italian products. If pizza is your dream meal, rest easy and enjoy true Napolitan Pizzas. Fresh Pasta can’t be missed, and the La Gran Carbonara is ser ved at your table, with spaghetti and egg yolk mixed into a whole round of pecorino. It’s pure theatre and exactly what Florentine is all about - go big or go home!
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CO N C E PT D E VE LO P M E N T
F LORENT IN E B A R Upon arrival in Florentine, you are met by an enormous 360-degree cock tail bar featuring over a thousand bottles of spirits – a display highlighted by vibrant colours, extravagant decorations, and a disco ball that makes the room sparkle. While developing the cock tail menu, Florentine found inspiration in the exciting Italian glam orous par t y scene which got famous in the 70's and she hopes that through her drinks you get transpor ted back in time to that fun and crazy period. SALUTI!
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CO N C E PT D E VE LO P M E N T
PERSONAL I T Y A ut hen t i c G l am o u r u s R etro P l ay fu l D i sc o D a n c i n g
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OUR EXPA NSION S T R AT EGY U r b a n It a l i a n G ro u p open ed t h ei r fi r st B a st a rest a u r a n t i n Fa l un in 20 16 and has sinc e e xpand e d Basta to 7 c itie s i n Sw eden a n d open ed on e Fl oren t i ne re staurant in S toc kho lm. B a s t a i s a ca s u a l d i n i n g con cept i n spi red by t h e u r ba n l i fe o f c itie s like Ne w York and Barc e lo na that o ffe rs a t re nd y me e t i ng s p ot t o m i d-si ze ci t i es i n Sw eden . We bel i eve the suc c e ss of Basta ste ms from our suc c e sse s cre a t i ng u ni q u e a n d i n t i m a t e rest a u r a n t spa ces t h a t reso nate s with o ur targ e t c ustome r d e mographic , w h i ch a re m i l l ennals. We b e l i e v e t h a t o u r gu est s t h a t for m ou r m ost devot ed fol l owing d o so b e c ause the y love gre at italian food b ut a l s o b e ca u s e , i n t oda y’s ch a i n -dom i n a t ed w or l d, t h ey feel like the y ’ ve found so me thing unique and spe c ial. A s w e ’ re g ro w i ng , we a re a ski n g ou r sel ves h ow w e’re goi n g to maintain that ind e pe nd e nt vib e - and not se e m l i k e we’re j u st repl i ca t i n g ou r i n i t i a l rest a u r a n t suc c e ss in Falun all ove r the c ountr y. A s o u r i d e a s k e e p evol vi n g i n t o di fferen t con cept s a n d expe rie nc e s with the he lp o f o ur y oung , b old and u nco mp l i ca t e d t e a m , w e’ve devel oped a st r a t egy t o ex pa n d our initial visio n without lo sing the afo re me ntio ne d per son a l a n d i n depend e nt vib e.
Umeå
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Östersund
BA S TA F LO R E N T IN E
Sundsvall
A s w e’ re g ro wi n g , w e a re a sk ing o u r se lv e s h o w w e ’ re g o ing t o m a int a in t h a t i n dep en den t vi be - a nd no t se e m lik e w e ’ re ju st re plic a t ing o u r init ia l re st a u r a nt s ucces s i n Fa l un a ll o v e r t h e c o u nt r y. Gävle Falun Borlänge Oslo
In thes e effo r ts , w e h a v e d e c id e d t o m a int a in B a st a a s o u r sig na t u re c o nc e pt Uppsala
o ur i n ter n a ti o n a l
Västerås Karlstad
Örebro
fo r m i ds i ze ci ti es in S w e d e n a nd d e v e lo pe d t h e F lo re nt ine b r a nd a s pa r t o f
Stockholm
T h e v i s i o n wi th Flo re ntine is to b ring a qu a int a nd a u th e ntic I ta lia n d ining e x pe rie n c e to l ar g e r c i t ie s like Sto c kh o lm , Co pe nh a g e n a nd O s lo. Göteborg
Köpenhamn
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Kri s t j a n L o ngar (COO), Emma Broberg (Marketing), B r a z e r B o z l a k ( C EO ) , R o b e r t W i e c z o r e k ( D i r e c t o r o f O p er a ti o n s ) , Gi u s e p p e M o n tanari (Group Head Chef), Darek Kiercul (Operations Manager)
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URBAN ITALIAN GROUP We b e l i e v e t h a t f u t u re gen er a t i on s w i l l be l ooki n g for a n expe rie nc e pro vid e d b y authe ntic food with a stor y a nd t h a t t h e y w i l l va l u e i n di vi du a l i t y, u n i qu en ess a n d a dv e nture whe n the y visit re staurants. As a y o ung re s t a u r a nt g ro u p , we a re prepa r i n g ou r sel ves t o m eet t h e n ee d s of future c o nsume rs who will b e savie r than e v e r, a nd t h e re fo re w e see ex pa n si on a s a n oppor t u n i t y t o push b o und arie s. We are not satisfie d with simply re p l i ca t i ng t h e s a me con cept a t di fferen t a ddresses t h rou gho ut the c o untr y, and Flore ntine will se r ve as the n ex t i t er a t i on of ou r I t a l i a n conc e pt d e ve lopme nt.
F l o re nt i ne i s a n e xper i en ce ba sed rest a u r a n t w h ere t h e a m bianc e , the staff and the o pe n kitc he n make s y ou a s a gu est feel l i ke a pa r t of a n i t a lian movie from the 70 ’ s.
W i t h B a s t a w e w i l l con t i n u e ou r a pproa ch offer i n g a n u r ba n take on a trad itio nal italian tratto ria e xpe rie nc e.
B o t h co nce p t s o f fer di fferen t m en u s, desi gn , a t m osph ere, music and e xpe rie nc e s b ut the y all c ontinue o ur v i s i o n t o offer a u t h en t i c i t a l i a n food, a t a ffor da bl e pric e s, in b e autifully d e sig ne d spac e s.
FLORENTINE - An Authentic Italian Experience
BASTA - An Urban Itali an Experience
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G R AP H I C D E S I GN
G RA PH IC D E S I GN We are following Florentine through her hand in the brand identit y, tr ying out pasta, having a spoon of tiramisu and making Italian hand gestures, which added a play ful feel to the brand and made it more inviting and approachable. Clinking glasses and champagne tower illustrations created to showcase the fun atmosphere o f Florentine Trattoria. Using these on social media and web design to help catch the eye of the new customers and promote the restaurant's unique personalit y. The color palette inspired by the south of Italy was our choice to convey the warmth and richness of Ital ian cuisine.
G R AP H I C D E S I GN
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A N EXPERI E N C E B EYOND JUST A RE S TAU R A N T At Florentine we want our guests experience the best of hospitalit y in our beautiful venue. We lunch yoga events, active meditations and painting classes regularly. Af ter we feed our souls, we feed our bellies with glamorous Italian wine brunch. This delightful experience is suitable for those who want to take a moment for rejuvenating experience in a authentic atmosphere.
CO N C E PT D E VELOP M EN T
CO N C E PT D E VELOP M EN T
T H A NK YO U ! Folkungagatan 44, 1 18 26 Stockholm,Sweden florentine.se @florentine_urba ntrattoria