A Return to Love – Barilla's Heart-Shaped Pasta at Nordstrom Oakbrook
Love is in the air, and so is the irresistible aroma of Barilla’s Limited-Edition Heart-Shaped Pasta! This Valentine’s season, Barilla brought back the "Sign of Love" experience to Nordstrom Ruscello in Oakbrook, Illinois, making this heartwarming tradition even more special.
Creating a Romantic Dining Experience
For the second year in a row, Barilla transformed a Nordstrom restaurant into a pasta-lover’s paradise. Guests were invited to indulge in delicious Valentine’s-inspired dishes featuring Barilla’s signature heart-shaped pasta while immersing themselves in a warm and inviting atmosphere.
This year’s setup, brought to life by BluEdge’s NJ fabrication team, included:
- Oversized Branded Signage – Greeting guests with a stunning display of Barilla’s signature heart-pasta motif.
- Selfie Tunnel & Photo Booth – A picture-perfect way for visitors to capture and share their Barilla experience.
- Heart-Shaped Seating Installations – Cozy and charming spots designed to enhance the ambiance.
- Specialty Pasta Dishes – Featuring Pasta Romesco with Herbed Chicken, a dish that beautifully showcased the limited-edition pasta.
Sustainability Meets Creativity
One of the most exciting aspects of this year’s event was its commitment to sustainability. Instead of creating new elements, Barilla and BluEdge opted to repurpose last year’s custom-built displays, signage, and interactive props. This approach ensured the event remained visually stunning while minimizing waste and optimizing resources.
A Taste of Love – Firsthand Experience
BluEdge team member BJ Nendze made a special trip to experience the event firsthand—and of course, to sample the featured dish. Enjoying the Pasta Romesco with Herbed Chicken alongside a Cilantro Lime Salad, BJ confirmed that both the experience and the flavors were absolutely worth the trip.
To celebrate Valentine’s month, Barilla is once again offering their “Limited Edition” Heart-Shaped pasta. This time at Nordstrom Oakbrook Illinois at the Ruscello restaurant.
Like last year, a restaurant “take-over” was implemented. where Barilla’s Heart-Shaped pasta was sold and featured in restaurant dishes. Also on display were the amazing models created by the BluEdge NJ fabrication team, including signage, oversized photo booth, selfie photo tunnel and heart-shaped love seats.
I decided to pair my “inspection visit” with lunch and indulge in the featured pasta dish. I had the Pasta Romesco with Herbed Chicken of course prepared using the featured Barilla Heart-Shaped pasta. I combined it with a Cilantro Lime Salad. They were both FANTASTIC! Was well worth the trip.
It was a “LOVE-ly” visit…
– BJ Nendze, Account Executive
Keeping the Tradition Alive
Experiential marketing is all about creating lasting memories, and Barilla continues to do just that. The Sign of Love Takeover proves that a thoughtful, immersive brand experience can truly enhance a product launch—leaving a lasting impression on customers.
With another successful activation complete, we’re excited to see what’s in store for next year’s Barilla Valentine’s celebration!
For a behind-the-scenes look at how last year’s event came together, check out our blog post: Barilla X Nordstrom - The Love Experience.
At BluEdge, we’re honored to help bring creative ideas to life, one immersive experience at a time!
