Crazy Pizza is a high-end Italian pizza restaurant that goes beyond just dining—it welcomes guests to an Italian celebration filled with delicious food, lively music, and good fun. Bringing the passion and spirit of Italy to life with a playful twist, it creates an unforgettable experience in some of the world’s most iconic destinations. With locations across Europe and the Middle East, Crazy Pizza New York marks the brand’s exciting debut in the United States. Crazy Pizza already has a distinct aesthetic and brand identity, so the challenge was to craft a uniquely “New York” experience while staying true to its established ethos.

We aimed to incorporate signature Crazy Pizza design elements while adding subtle, localized touches. For instance, the backlit photos of celebrities enjoying pizza were given a New York edge—by enlisting a local street artist to create bold overpaintings, infusing the images with the city’s signature grit and attitude.