The Situation
To celebrate the summer season at its Flatiron location, Eataly set out to transform its 14th-floor rooftop into a fully immersive destination. They invited Less Than 3 to capture the magic of the Amalfi Coast in the heart of Manhattan—offering guests an Italian summer escape without ever leaving the city.

The Creative Concept
Amalfi at Eataly New York was envisioned as a lush coastal retreat perched above the New York City streets. Inspired by the sun-soaked charm of the Amalfi Coast, the pop-up blended citrus groves, breezy elegance, and authentic coastal flavors into a vibrant, transportive experience.

The Result
We transformed a summer dining space into a true moment of coastal escape and brand storytelling. Lemon trees, ceramic tiles, and bright, colorful stripes brought the rooftop to life—immersing guests in a visual and sensory journey that felt like the Italian seaside itself.

Photos courtesy of Eataly North America