Project location: Long Beach, CA · Project context: 2022 · Prepared by POPUP from the project archive in October 2026.
Fiorucci's Long Beach experience connected charcuterie with the feeling of an Italian evening away. Gondolas and shoreside hospitality gave the product a role in a shared occasion.
How can a food brand make hospitality central to an activation?
A food brand becomes more memorable when its product is part of a setting people want to spend time in.
Use the Long Beach canals as the setting for an Italian-inspired gondola evening, with Fiorucci charcuterie woven into the journey.
Create the feeling of being away
Italian-inspired hospitality and a transformed shoreside setting framed the evening as a small escape from everyday life.
Put the product at the center of the occasion
Fiorucci charcuterie gave guests a taste of the brand within the gondola experience, connecting the food to the atmosphere rather than treating sampling as a separate station.
Give guests a shared memory
The canals, food and hosted experience offered guests and influencers a story to take away from the evening.
The planning lesson
The product should belong to the occasion you create. Think through how it is served, where guests spend time and what happens between arrival and departure. Hospitality details carry the promise of the concept through the whole visit.
Who delivered the experience
As production partner to Heart & Soul Marketing, POPUP created a gondola-themed experience around Long Beach’s canals. Fiorucci charcuterie and shoreside hospitality connected the product with a sense of escape, giving guests a shared evening built around savoring the moment.
Production partner to Heart & Soul Marketing.
What the experience made possible
Gondola rides, hospitality and an Italian-inspired setting connected Fiorucci’s charcuterie with a memorable occasion to gather.
Project questions
Where did the experience take place?
Fiorucci Foods: Long Beach, CA.
What was the delivery scope?
Experiential production; Environment delivery; Hospitality coordination; On-site logistics.
Explore related work
Further reading
For the wider event and campaign context:
