BENZINA
Brooklyn inspired italian food & rhythms of rock ‘n roll
Barcelona
2018
115 m2
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Concept · Naming · Branding · Interior Design
The Challenge
How do you stand out in a sea of tired Italian clichés, especially when your audience is jaded, picky, and expects everything to be exceptional?
By flipping the script.
Benzina leaned into its so-called challenges and turned them into signature moves: a foreign owner, a rock ‘n’ roll playlist, a retro-industrial space, and a menu that ditched the Bolognese for unexpected Italian mashups.
The result?
A bold, offbeat take on Italian that felt like nothing else in town... and that was exactly the point.
The Solution
The Story
Not Your
Average Italian
Benzina was never conceived as a themed restaurant. Instead, we looked to the character already present in the space itself. Its industrial bones, its former life as a mechanic’s workshop, and its slightly rough-around-the-edges charm became the foundation for a restaurant with a subtle rock ‘n’ roll spirit. Rather than telling a story outright, the concept reveals itself through atmosphere, contrasts, and personality. Confident, informal, and just a little rebellious.
The Identity
Fuel & Fire
The name came from the building’s former life as a mechanic’s workshop. Benzina, the Italian word for gasoline, felt right from day one. The identity took cues from the world of workshops and craftsmanship, pairing a hand-drawn logo with subtle references to fuel, fire, and making things by hand. Rather than creating a rigid visual system, we embraced inconsistency. The logo, façade sign, and hand-painted mural inside the restaurant each interpret the brand differently, giving the space a more organic and personal feel.
The ExperienceThe Soundtrack
as the Spark
If the workshop shaped the space, rock ‘n’ roll shaped the mood. Developed closely alongside owner Badr Bennis, whose love for Italian food and music informed every stage of the project, Benzina was conceived as much around atmosphere as around the menu. The soundtrack, personally curated by Badr, moves from Black Sabbath to Fleetwood Mac, setting the tone for an experience that feels energetic, informal, and unapologetically alive. Familiar Italian dishes arrive with unexpected twists, cocktails borrow their names from legendary songs, and thick napkins inspired by kitchen towels add a touch of everyday theatre to the table. The result is a restaurant with a pulse.
The Space
A Curated Collection
of Moments
Rather than imposing a strong design gesture, the space was conceived as a collection of moments. The industrial shell was kept largely intact, creating room for art, objects, and personal stories to take centre stage. A burning car artwork anchors the dining room, while salvaged finds, antiques, and reclaimed pieces collected from markets and workshops give the space its layered character. From casino bar stools and a former bakery shelving unit repurposed as the back bar to bespoke artworks inspired by the owner’s vintage car, every element was chosen for its ability to spark curiosity. Music became part of the visual language too, with vinyl records framing the open kitchen and reinforcing the spirit that runs through the entire experience.
The Result
Seven years after opening, Benzina is still one of Barcelona's most distinctive dining rooms. Featured in Condé Nast Traveler's best restaurants in the city, it's proof that the boldest concepts age the best. Built on personality rather than category, it draws a highly faithful local crowd.