Ursula Viglietta

Retail Design for New York Flagship

When planning the Flagship for Milk Bar's hometown of New York, we knew we wanted to give guests a chance to peek behind the curtains of the bakery, and watch the magic happen. Every corner of this flagship was designed to evoke a sense of wonder and delight, while asking guests to participate as collaborators in a choose-your-own-adventure baking experience.

Creative highlights of the space include:

• A custom built cake display case with individual rotating mechanisms embedded in the shelves, and 30 totally unique custom epoxy resin cakes that are so realistic looking you'll want to grab a fork and dig in.
  
• Custom designed luncheon tables, window bar, and benches, with matching branded lunchroom accessories such as lunch trays and tray inserts.
• An underground ballroom, decked out in disco balls and neon where private events, instructional baking classes and more take place.
  
• A minimart stocked to the brim with on-brand gifts, snacks, gum ball machines, and a Claw Machine full of cookies and treats.
  
• A magical neon illuminated secret entrance from the Ace Hotel.
• Letter writing station with stationary, stickers, and stamps to write home to mom about your trip to the big city.
• Stations throughout the store where you can spend one on one time with a professional baker building a cake or cookie pie from scratch.

Role: Interim Creative Director, Freelance Art Director
Creative Direction: Christina Tosi, Francesca Wade, Ursula Viglietta
Designers: Beth Newman, Riley Hooker, Caitlin Bradley
Photography: Megan Madden

PRESS
Eater, Nov 12 2019
Gothamist, Nov 18 2019
Time Out, Nov 19 2019