NYC Restaurant Innovators Sponsored By Heineken: Mario Carbone, Rich Torrisi, And Jeff Zalaznick, Michelin Meets Mulberry Street

[The Calamari Sign at Parm] Who designed this space? Jeff: “We designed both places ourselves.” Tell me about this Calamari sign. Jeff: “When we opened this restaurant we couldn’t figure out a way to serve fried calamari. We were afraid that we weren’t going to be able to always get fresh squid, and using frozen squid was out of the question. So we came up with this idea that we were going to make the calamari sign and when the calamari sign was lit up it meant we have it. We wanted a squid on roller skates and we actually were walking down on the Bowery and saw the exact kind of illustrations, we were looking for. This famous sort of Soho/East Village artist named Marco. We found him, tracked him down and had him make this custom sign.”