CONCEPT DEVELOPMENT
From the inception of Via Triozzi, Leigh had always imagined the rooftop as a mere extension of the downstairs environment. However, once the restaurant was up and running, we were able to sit with Leigh and RESHAPE the project. This was our bold goal: to provide two of the most MYTHICAL Italian experiences in one culinary destination. Tuscany is home – the Cinque Terre is the weekend. Via Triozzi is dinner among the olive groves – the Terrazza is aperitifs on the cliffs, surrounded by sea and sky.
With our team overseeing the entire renovation, all aspects of development were aligned to this one CRYSTAL-CLEAR concept: light, luscious seaside vibes. From creative direction and interior design to culinary point-of-view and launch PR, the brand literally breathes vacations and Vespas, sunbathing and spritzes.
Dallas Morning News raved, in an early review “A stunner…One of the prettiest outdoor dining areas we’ve seen.”
Creating an immersive rooftop bar/lounge relied on a crystal clear vision that informed all aspects of the guest experience: menu, branding and design.
BRAND DESIGN
In service of a guest experience that can either begin or end the evening at Via Triozzi or the Terrazza, we created a brand narrative that effortlessly integrates the restaurant downstairs with its elegant, upstairs lounge. To differentiate Terrazza di Triozzi from the rest of Dallas’s casual rooftop bar scene, we asked our architect to imagine an intimate, IMMERSIVE lounge. Rather than having guests look out and focus on the city skyline, we wanted to draw them in through SPATIAL PLANNING and design to capture Capri - with just enough skyline peeking through.
Bright colors and bold shapes bring fresh air and sunlight to the brand: There’s nowhere more VIBRANT and INVIGORATING than the Italian seaside.
MENU DEVELOPMENT
Simple, fresh and light, the culinary program developed by Bradford, Leslie and the Via Triozzi culinary team also captures the magic of the Italian coast – while not overly taxing the very busy staff. By making a few minimal changes to the existing bar/kitchen layout, Bradford MAXIMIZED food and beverage output in the most efficient way possible.
Of particular concern for the menu development was to complement what was served downstairs with minimum redundancy and without creating a proper kitchen upstairs, using available ingredients, personnel, equipment and techniques in the most CREATIVE ways possible.
MARKETING
With Leslie leading pre- and post-opening marketing and PR, buzz for Terrazza di Triozzi began in late 2024 for its April 2025 launch. BOOKED and BOOMING from day one, business far exceeded Leigh’s expectations in the first season.
By expanding Leigh’s beloved brand we also expanded her heartfelt gift to guests, who can now visit both of her lifelong Italian loves: home in the country and Saturday on the coast.