MADE OF MATCHBOOKS

Where Phoenix - - WHERE NOW -

Find a long wall lined en­tirely with vin­tage matchbooks and match­boxes at When Up­ward Pro­jects (the restau­rant group that owns Postino) was re­search­ing the 1967 build­ing’s his­tory, it found for­mer owner Val­ley Na­tional Bank’s pro­mo­tional ma­te­ri­als, in­clud­ing a stamp col­lect­ing book and matchbook—which sparked the idea for the wall. Up­ward Pro­jects reached out to its cus­tomers, ask­ing for do­na­tions of vin­tage matchbooks. “The matchbooks spark warm mem­o­ries of when ev­ery restau­rant worth its salt handed out cus­tom matchbooks as mar­ket­ing ma­te­ri­als/col­lectibles,” says Lau­ren Bai­ley, co- owner of Up­ward Pro­jects. ” What’s cooler than re­mem­ber­ing a long- gone restau­rant you went to as a kid? Plus, we love the crowd­source na­ture of the pro­ject, let­ting our reg­u­lar cus­tomers con­trib­ute a lit­tle piece of per­sonal mem­o­ra­bilia that will live on for­ever at Postino.” www.posti­nowinecafe.com

Postino High­land

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