CONCEPT STRATEGY & PLACE-MAKING, CONCEPT DEVELOPMENT, CONCEPT CONSULTATION, BRAND IDENTITY, BRAND COLLATERAL ROLL OUT, GRAPHICS PACKAGE, INTERIOR LAYERING & SOURCING, OPERATIONAL CONSULTATION & ROLL OUT, LEASING & MARKETING
The Client's Brief
Definition of the ground floor retail space of the architecturally- acclaimed and award-winning EQ Tower – a 600 apartment residential building in the heart of Melbourne’s CBD.
BrandWorks presented the opportunity of HWKR Food Hall; a tech-driven take on the typical Asian Hawker-style centre. A permanent space that offers tenants a walk-in, walk-out opportunity – fully supported with their own commercial kitchen – the concept promotes flexibility and innovation.The journey to the final HWKR identity was a collaborative process in which the studio presented two concept directions and worked closely with the client and key stakeholders to define. HWKR Food Hall is a Melbourne first. Part venue, part place-making strategy; revolving door of incredible hawker vendors keeps the space fresh and the appetite wet. Innov-asian is imminent.
HWKR is launching Q1 2018 and has already attracted a number of high-profile tenants with a collective Instagram following of over 300k