Fini

Brooklyn, NY

Sean Feeney, co-owner of Lilia and Misi in New York, chose Polonsky & Friend to bring his vision for Fini – an ode to NY's classic pizza joints – to life. Our creative direction for the brand, whose first location recently opened in the heart of Williamsburg, combines subtle touch points of New York heritage with contemporary streetwear culture.

We developed a bold and recognizable aesthetic throughout the collateral suite, from the die-cut pizza boxes, to the statement green menu board, all carefully produced by some of New York's greatest craftsmen. The simplicity of Fini's sans serif logo, paired with a stylized crown, Fini's emblem, make for a recognizable, and expandable brand language. Accessibility balanced with high quality is a nod to the highs and lows of New York' culture, that make the city so magnetic.

Interior design wise, the street-facing slice shop is a contemporary interpretation of its old-school equivalents, that includes a sculptural stainless steel counter, oversized vintage industrial pendants, warm millwork and high contrast tiled color blocs. In the back, a pizza parlor/private event room is conceived like a personal home dining room, with a stunning kitchen by VIPP, an elegant green-stoned home bar and a living area styled with the owner's very own memorabilia.

Creative Concept & Direction: Polonsky & Friends
Interior design team: Monica Fonseca, Alejandro Ribadeneira
Graphic design team: Eric Waxdal, with support from Brandon Fogarty
Build: Aerial Design (contractor), Ananth Robert Sampathkumar (architect)
Photography and video: Rachael Lombardy