Eataly x Loacker 100-Year Anniversary Kiosk
How QNY turned a centennial into a cultural moment in the heart of NYC
The Challenge
In 2025, Loacker—Italy’s beloved wafer brand—celebrated 100 years. To honor its centennial, the brand wanted more than just a party;
it wanted a physical celebration that captured its legacy, Italian roots, and future-forward energy. And not just anywhere—at the bustling epicenter of New York City’s Flatiron Plaza, in partnership with culinary powerhouse Eataly.
The ask: Create a 100-day outdoor experience that embodied Italian joy, sparked buzz, invited discovery, and made Loacker relevant to a new generation
of consumers. All in one small, temporary kiosk.
The Cultural Insight
In a world saturated with digital noise, what people crave more than ever is delight in the real world—a moment of surprise and connection you can taste, touch, and share. Especially in New York City, the best brand stories don’t just get told. They get lived.
We leaned into a growing cultural truth: experience is the new currency. And in this case, the experience would be a celebration of Italian indulgence—with a wafer-thin wink.
The Strategy
QNY Creative designed the Eataly x Loacker Kiosk as more than a pop-up. It was a 100-day brand theater.
- Bring the Alps to Flatiron: We wrapped the kiosk in Loacker’s signature red, paired with playful alpine-inspired iconography that made it impossible to miss.
- Create a sensory playground: This wasn’t just about snacks—it was about sampling joy. Wafers, gelato, and exclusive treats dreamed up by Giada De Laurentiis made every visit feel like an Italian vacation.
- Design for social sharing: From bold visuals to curated photo moments, every square inch of the kiosk was crafted for maximum Instagrammability.
- Anchor in ritual: Launch day gave free samples to the first 100 visitors. Surprise-and-delight drops followed weekly. The countdown created urgency, FOMO, and consistent traffic.
The Experience
- Custom-designed modular kiosk wrapped in Loacker and Eataly co-branded visuals
- Exclusive treats and collaborations (Quadratini gelato, Tortina desserts, and Giada’s signature bites)
- Sampling, giveaways, and influencer appearances
- Open daily for 100 days—7AM to 11PM—in one of NYC’s most trafficked outdoor plazas
The Impact
In 100 days, this one small container delivered outsized results:
- 📍 Over 100,000 physical impressions from foot traffic and sampling
- 📲 Millions of digital impressions via UGC, influencer amplification, and PR
- 💬 Featured in NYC press, foodie blogs, and snack media (including Candy & Snack Today)/li>
- 🤝 Strengthened brand love for both Loacker and Eataly, bridging generations and cultures
More than a birthday party—it became a moment of brand transformation.
The Result
QNY transformed a 100-year milestone into a citywide experience—blending Italian warmth, modern design, and cultural currency into a kiosk that people didn’t just visit—they remembered, photographed, and talked about.
This wasn’t just a kiosk.
It was a celebration. A brand love letter. And a taste of what’s possible when design meets storytelling in the heart of New York City.