# The engineering of flavor speeds onto the plate as Barilla and TEMPO by Porsche meet for the first time

While motorsport and fine dining set the pace in São Paulo, the century-old Barilla accelerates toward a new level of sophistication, crossing the finish line in an unprecedented alliance.

- Section: Gourmet
- Published: October 27, 2026
- Address: https://ceoone.com.br/en/article/the-engineering-of-flavor-speeds-onto-the-plate-as-barilla-and-tempo
- Em português: https://ceoone.com.br/artigo/a-engenharia-do-sabor-acelera-no-prato-com-o-encontro-inedito-entre-ba.md

![A long table in front of a panel of white car wheels, in an amber-lit room with shelves of glasses](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/a-engenharia-do-sabor-acelera-no-prato-com-o-encontro-inedito-entre-ba-foto.webp)

Photo: Courtesy of TEMPO by Porsche

## Key points

- Barilla Gran Ruote, a limited edition inspired by sports car wheels, has sculpted spokes and textured edges that catch and hold the sauce.
- The event is available from November 3 to December 3 at TEMPO by Porsche, Rua Maria Carolina, 624, in Jardim Paulistano, with a menu by chef Rodrigo Martins.
- The Barilla Group, founded by Pietro Barilla in Parma in 1877, celebrates 150 years in 2027.

In an initiative that brings Italian tradition together with the adrenaline of the racetrack, the world leader in pasta is joining the exclusive TEMPO by Porsche to stage an unprecedented multisensory experience in São Paulo. Available from November 3 to December 3, in a format with the dynamics of a restaurant week but with the exclusivity of thirty days of immersion, the event is built around the newly launched Barilla Gran Ruote, a limited edition that redefines design and performance in cooking.

Inspired directly by the world of high-performance sports wheels, the innovative Gran Ruote shape has strategically sculpted spokes and textured edges, introducing the concept of "flavor engineering". Beyond its striking look, the pasta was designed to create different contact points and cavities that catch and hold the sauce perfectly, ensuring a balanced dining experience and the unmistakable al dente texture in every bite.

![The blue box of Barilla Gran Ruote Racing Edition, with the wheel-shaped pasta and the Formula 1 logo](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/a-engenharia-do-sabor-acelera-no-prato-com-o-encontro-inedito-entre-ba-gran-ruote.webp)

Barilla Gran Ruote, limited edition. Photo: Courtesy of Barilla

The development of Gran Ruote reflects the brand's global ties with motorsport and Formula 1. As Thione Diaz, Marketing Manager at Barilla in Brazil, explains, the technical challenge was to translate elements of the racetrack into culinary function: "Gran Ruote comes from the combination of design, functionality and Barilla's connection with the world of Formula 1. This global partnership gave rise to the challenge of translating elements of motorsport into a pasta shape that would be visually striking but would also deliver a meaningful dining experience. Its structure, with curves, cavities and different contact points, favors the interaction with the sauce and lets it settle in different parts of the pasta, creating a more intense and balanced experience in every forkful".

Beyond the innovation in shape, the launch plays a central strategic role in the brand's positioning in the Brazilian market. "Limited editions like Gran Ruote allow us to explore new territory for the category and show that pasta can go far beyond an everyday product. It can also be an object of desire, experience, design and culture. It is an opportunity to turn this partnership into something concrete for consumers, bringing together two brands that share values such as legacy, excellence, passion and attention to detail", says Thione.

The executive also stresses Barilla's mission to educate the Brazilian consumer's palate and to develop the market for durum wheat pasta in the country. "We want to broaden consumers' knowledge of what sets a quality pasta apart, showing that pasta need not be seen merely as a basic product or a commodity, but can be the centerpiece of the meal and deliver a superior dining experience. Gran Ruote helps to make exactly this positioning concrete. By creating desire around such a special shape, we can also invite consumers to learn more about the world of durum wheat and, in turn, contribute to the appreciation and development of this category in Brazil", she adds.

With almost 150 years of history, a milestone to be celebrated in 2027, the Barilla Group preserves the family heritage begun by Pietro Barilla in Parma in 1877 while remaining at the forefront of contemporary life. Present worldwide and known for championing the Mediterranean Diet, the company combines its rigorous artisanal tradition with top-quality raw materials from sustainable supply chains, reaffirming that making good food is an ongoing commitment to excellence.

The partnership is celebrated at TEMPO by Porsche, the brand's first permanent cultural hub in the Americas, opened in the heart of Jardim Paulistano (Rua Maria Carolina, 624). For the venue's team, the synergy between the brands is clear: "TEMPO by Porsche is the meeting point of speed, art and gastronomy in São Paulo. Hosting the launch of an innovative Barilla creation in our space reinforces our commitment to offering original and memorable experiences".

![A high wooden bar counter with green stools beneath a yellow neon sign reading ROUE on a concrete pillar](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/a-engenharia-do-sabor-acelera-no-prato-com-o-encontro-inedito-entre-ba-tempo.webp)

TEMPO by Porsche, in Jardim Paulistano. Photo: Courtesy of TEMPO by Porsche

Under the direction of Chef Rodrigo Martins, the exclusive signature menu was carefully structured to bring out the physical properties of the pasta, exploring dishes in which the distinctive shape and the ability to hold sauces are the true stars of the plate. With strategic influencer marketing support from the global agency SAMY, Barilla rounds off an immersive event that connects design, fine dining and a passion for performance in an unforgettable experience.

## Sources and editorial notes

- Official information and release: corporate press release from the Barilla Group, SAMY and institutional data from the Barilla Group (October 2026).

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