Stella 34 Trattoria is a remarkable new restaurant in the heart of Manhattan, conceived by Studio V in partnership with Macy’s and Patina Restaurant Group. Stella is the first restaurant in over half a century on the sixth floor of Macy’s iconic Herald Square building. The extensive renovation of this New York flagship store has been named the Top 2012 Retail Project by Architectural Record. The space, conceived and designed by Studio V in collaboration with Macy’s Store Design, has been carved out of an amazing upper level hidden room that had been closed for decades, with huge bay windows overlooking Herald Square and the NYC skyline. With Executive Chef Jarett Appell, who worked at Lincoln Ristorante and throughout Italy, Studio V’s design for Stella was enhanced by the conceptualization of New York restaurateur Nick Valenti, along with Chef Jonathan Benno of Lincoln Ristorante, who was tapped to oversee menu development. Our design strategy was to focus on the unique food offerings, while showcasing an interpretation of the finest approaches to Italian modern design. The design is built on the concept of celebrating outstanding and creative Italian food. New York City’s longest bar (in the world’s largest store) features an overlapping series of food concepts and experiences: “cibi ronda” food displays, a gelateria, prosecco bar, pizza making, a dining bar to watch the chefs prepare dishes, an Italian wine bar, and private dining room and wine cellar. Uniquely Italian design concepts are interpreted in a contemporary way: a computer milled “crema delicata” white marble and stainless steel bar wraps around the entire space with a series of sensual three dimensional sculptural curves to accommodate each different food related experience.