Szewska 64, Wrocław
61m
PHOTO
Migdał Studio
ID:
HART Studio
The Marietta dining concept was developed as a contemporary focacceria inspired by Italian salumerias and paninoteks. In a 61 m² space on Szewska Street in Wrocław, we created a venue designed to handle high foot traffic, where the product—focaccia and its ingredients—takes center stage, and the interior evokes the relaxed, homey atmosphere of Italian street food.
From the outset, Marietta was designed as a scalable dining concept, not a standalone location. We developed a set of recognizable guidelines regarding functionality, product display, materials, color palette, and the guest experience—guidelines that can be adapted to future locations without compromising the brand’s character. The first location opened in Wrocław, and we then collaborated on the design of a second Marietta in Poznań, developing the same concept in a new context.
As part of our collaboration with HART Studio, we created a comprehensive branding project—from strategy and visual identity to storytelling and marketing activities. We began the process by searching for a name, having first identified several key characteristics it needed to embody. We were looking for a word that would sound warm and Italian and evoke associations with a kind, hospitable hostess. That’s how Marietta came to be—not just a name, but also the brand’s personality and brand hero. Marietta is the central figure of all our communications, a heroine who embodies Italian ease, warmth, and quality.
