From the partnership between Sony Interactive Entertainment Italy and Pasta Garofalo, “Play Your Pasta” was born, a special limited edition pasta format inspired by famous PlayStation’s icons, presented in a vibrant and eye-catching package. This co-branding initiative identifies sharing, socializing, and play as the common threads between the culinary world and gaming.

On the occasion of this significant collaboration, we were tasked with creating a special setup for Aldente, a renowned restaurant in Milan known for its pasta dishes. Graphics featuring a texture of icons, adapted across various media and surfaces, invaded and enlivened not only the interior of the venue but also the windows, menus, and furnishings.

The pop and iconic setup transformed the space for two days, inviting the public to enter and exclusively taste all the house specialties prepared with “Play Your Pasta.” The initiative was teased by an exclusive event where gamers, content creators, and influencers from the PS community previewed the dishes and used their social channels as a megaphone to promote this historic collaboration.