The first experience was a takeout pizzeria
The first project in Dubai was PINZA!, a place built around takeout. At Sole DXB, the context changed completely. For the first time, we would bring the brand to people who had gone out to a concert or to dance and who encountered pinsa passing by our stand.
Two thousand bases, two days
In the two days before the event, the team and I rolled out a thousand pinsas a day. Each base went from rolling to pre-cooking: two thousand times in total. I remember the back pain at the end of the second day. It was the hardest part, and having done it first changed the service at the stand.
When the music started
During the event, we could focus on the people and the pinsas coming out. There was hip-hop music, dancing in the evening, and finally we too could enjoy the atmosphere. For a place accustomed to takeout, leaving their kitchen was a real test. The decision that helped us the most was made two days earlier: how much work to bring under the already finished stand.
