Pastaria Vivi Opens in Encinitas, Fresh Handmade Pasta, Market and Subscription

Pastaria Vivi, a chef-driven handmade pasta shop from Michelin-seasoned chefs Brandon Jennings and William Treff, is set to open its doors at Encinitas’ Village Shopping Center this April, combining a fresh pasta counter, an Italian specialty market and a wine shop under one roof. Chef Harrison Axelrod participated in the build-out, the business says, and the concept is billed as a market-pasta-bar-subscription hybrid.

The shop’s menu and production claims come from Pastaria Vivi’s own materials: “With more than 75 pasta-and-sauce combinations crafted each morning,” the site says, and daily handmade varieties will include tagliatelle, pappardelle, farfalle, stuffed ravioli, tortellini and vegan extruded pastas. Sauce examples listed by the shop range “from pomodoro and bolognese to roasted garlic alfredo,” and There San Diego described the food as “handcrafted pasta made from scratch every morning” with an “approachable Northern Italian cooking” style meant for lingering meals.

Pastaria Vivi plans a chef-curated monthly subscription called the Vivi Pasta Box. There San Diego details the box as including fresh pasta, housemade sauces, focaccia, specialty ingredients and rotating seasonal recipe cards, and summed up the offering as “basically a date night in a box.” The subscription product is positioned alongside the in-store counter so customers can both dine and take restaurant-ready meals home.

The market component will stock imported Italian pantry staples and a selection of premium California and Italian wines, olive oils, cheeses and housemade desserts, There San Diego reports. The shop will also carry artisan ceramics and custom chef’s knives from Oceanside maker Maëknives. Pastaria Vivi will be the first retail destination for Aisu Creamery, the small-batch gelato brand from Makoto Chino of Rancho Santa Fe’s Chino Farm, a notable move since Aisu previously sold only at the Chino Farm farmstand and a handful of restaurants.

Looking beyond opening, the team plans to add “a dedicated flour milling room with a stone mill by 2027,” which would allow freshly milled flour for pasta made entirely in-house, There San Diego reports. The original report announcing the project carried the headline “Readies April Opening After Local Testing” and included the fragment “Dining & Cooking’s March” in its copy.

Timing in local coverage is consistent on month but not year: There San Diego and the shop’s materials use the phrase “this April” for the opening window, while SanDiegoVille and a Reddit post list the shop as set to open in Encinitas Village in 2026. With the project centered at the Village Shopping Center in Encinitas and leadership by Jennings, Treff and Axelrod, Pastaria Vivi aims to fold daily handmade pasta production, retail provisions and a subscription service into one neighborhood destination as it moves from local testing toward public service.