Times Square Lounge Taps De Cecco for Month-Long Pasta Collaboration Bowtie Bar, the cocktail lounge overlooking Times Square, has launched "The De Cecco Farfalle Residency" in partnership with De Cecco, marking the Italian pasta brand's first hospitality collaboration in the United States. The pop-up runs October 22 through November 30, 2026. The limited menu features two offerings: The De Cecco Premiere Pesto Pasta ($14), which pairs De Cecco farfalle with basil pesto and shaved Parmesan, and the Parmesan Dirty Martini ($26), made with Parmesan-infused dry vermouth, pasta water, olive brine, and black pepper bitters, available with Fords Gin or Ketel One Vodka.

Launch Event and Availability Bowtie Bar hosted a ticketed launch event on October 22 from 6–8 p.m.

Tickets ($50, excluding taxes and fees) included a plate of the pesto pasta, two cocktails, and take-home gifts of De Cecco farfalle and newly launched retail sauces. The residency is available nightly at Bowtie Bar, located inside the Renaissance New York Times Square Hotel at 2 Times Square.

Partners on Timing and Significance Wilson Bravo, Area Managing Director & General Manager of the Renaissance New York Times Square Hotel, said: "With De Cecco's farfalle, we saw an opportunity to bring Bowtie Bar's name to life in a way that feels playful and thoughtfully created. This partnership pairs our creative approach to food and cocktails with De Cecco's Italian heritage, giving guests a fresh reason to gather around the table above Times Square." Marco Rindone, Chief Executive Officer of De Cecco, added: "At De Cecco, excellence has guided every step of our craft since 1831. We are excited to bring that commitment to new audiences through meaningful partnerships, and our first hospitality collaboration with Bowtie Bar offers a fitting New York stage for our farfalle."

Why It Matters

For hospitality operators, the partnership underscores the appeal of branded ingredient collaborations as a menu differentiation strategy. By tying a premium pasta brand to cocktails and snacks, Bowtie Bar created a point-of-interest for Times Square visitors and locals alike—a trend other lounges and casual concepts may replicate as CPG brands seek retail-adjacent touchpoints in dining venues.

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Written by FBM Publications Editors