Planning, Concept, Schematic Design, Design Development, Tenant Design Criteria, Tenant Design Reviews, Environmental Graphics
F&B: Food Hall
Triple Five Group
19,000 sq. ft.
The food hall experience at ‘retailtainment’ megacenter, American Dream, needed to stand out completely from the neighbouring, more conventional food courts located on the same level. The objective was to drive up footfall and encourage dwell time by allowing space for leisure and socialisation between friends and families.
Our proposal encompassed a curated collection of food vendors from the Metropolitan New York area. We designed an urban-style space where vendors could showcase their artisanal menus and food craft, surrounded by multiple ‘chill zones’ and spaces for casual entertainment.
Promoting individual expression, bold graphic identity, and a playful array of eclectic finishes, the food hall assembles independent food vendors celebrating global culinary diversity. The entertainment areas have served as event hosting spaces and energy-driven activations, increasing footfall among Millennial and Gen Z visitors.
