Bowtie Bar to Launch De Cecco Pasta Residency
The Renaissance New York Times Square Hotel will host a pasta-themed menu starting October 22, 2026.
Updated on Oct. 21, 2026 in Italian Food
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Bowtie Bar in New York City is set to debut a collaborative residency with Italian pasta brand De Cecco on October 22, 2026. This partnership marks the first hospitality collaboration for the 194-year-old brand in the United States.
Why it matters
The residency aims to celebrate World Pasta Day and National Pasta Month while introducing De Cecco retail sauces to new consumers through experiential sampling. This launch reflects a broader trend of legacy pantry brands testing hospitality partnerships in the American market.
The residency menu features a $14 Premiere Pesto Pasta and a $26 Parmesan Dirty Martini. Launch event tickets are available starting at $50.
The players
De Cecco
De Cecco is a long-standing Italian manufacturer of pasta and flour products that operates in over 100 countries.
Bowtie Bar
Bowtie Bar is an establishment located within the Renaissance New York Times Square Hotel in New York City.
The details
Located at 2 Times Square, the residency will feature menu items crafted with farfalle and pasta-infused cocktails. Ticketed launch event attendees will receive a serving of pasta, two cocktails, and retail products to take home.
Timeline
The residency launch event takes place on October 22, 2026.
World Pasta Day is celebrated on October 25, 2026.
The residency will conclude on November 30, 2026.
Culture Shift
This collaboration reflects a growing shift among legacy pantry brands toward experiential marketing to connect with younger, urban consumers. By moving into high-visibility hospitality venues, these established companies are repositioning themselves away from traditional grocery aisles.
New York City residents can experience the limited-time pasta menu at the Renaissance New York Times Square Hotel throughout the residency dates. Those interested in the launch event on October 22 should note that tickets are required for entry.
The takeaway
Legacy food brands are increasingly utilizing short-term residencies to test new products and create consumer touchpoints outside of traditional retail environments. Visitors to the residency can sample how classic ingredients are reimagined through cocktails and elevated pasta dishes.
Further reading
For more on the local food scene, browse the Italian Food section for additional context.
Source note: This article includes information reported by Food & Beverage Magazine.
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Would you visit a bar to try a limited-time menu collaboration with a retail food brand?
