Sbarro, Buenos Aires

Scale as statement. I conceived the Buenos Aires launch of Sbarro as an urban performance. Avenida Corrientes became the stage. The facade, a marquee. The brand, amplified to XXL. New York was reinterpreted through a local cultural lens, Broadway met the Obelisk, lunfardo crossed English, tango and rock coexisted with subway codes, oversized typography and theatrical light. The result was not just the largest Sbarro in the world. It became a fully authored spatial narrative where scale, culture and spectacle converged.