A peerless wine list, served up on iPads.


Project – Develop an iPad-based wine list experience that is the height of both form and function.

Strategy & Creative – When we found out that Batali & Bastaniach were taking over the restaurant at the Maritime Hotel with a new concept, we could not wait to experience it first hand. But once we were invited to produce their wine list experience on Apple iPad 2’s, our excitement was of a different quality. Upon a survey of existing iPad wine lists, most felt like ‘back of house’ tools provided to the ‘front of house’ guests; never classy, always clunky.

We instead set out to create an experience of restrained elegance. We wanted the wine list to feel like something unique unto itself, a respite from – not evocative of  – the devices in our pockets and on our desks that clamor for our attention all day long. Yet, while fulfilling its role as a ‘special thing’, its true purpose is to shine its light on the masterful curation of La Sirena’s Wine Director, Luke Boland.

Functionally, the iPads are integrated in real time with La Sirena’s inventory management system Binwise, self-updating as wines are added and removed from the system. Modifications are pushed from our server to the devices, yet the devices are always able to ‘hold their own’ should there be a loss of internet connectivity. The only risk to the iPads is someone spilling wine on them.