HWKR

ICD Property engaged Brandworks to strategise and conceputlise an iconic retail destination that will attract both the local and wider community, adding significant value to the Melbourne dining landscape.

— The Client

ICD Property (Innovative Construction and Development Pty Ltd) is a Melbourne-based developer with a passion for creating world-leading residential property projects across highrise CBD projects and medium-sized suburban projects. Their vision is simple – to foster growth and international recognition of the Australian property market and to make positive contributions to Australia’s urban landscape and environment by delivering architecturally striking developments which enhance their local environments and complement the surroundings.

— The 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.

— Our Approach

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.

A challenge of this project was creating a brand that would redefine and elevate Asian hawker food whilst considering the context of the Melbourne dining landscape. In addition the brand need to be effective across several mediums Environmental, Interiors, Print, Outdoor Media and Digital Media.

— Challenges

— Outcomes

  • Consistent messaging  & wholistic brand experience across Environmental, Interiors, Print, Outdoor Media and Digital Media.

  • 17,000 + followers on Instagram

  • Extensive Media Coverage

  • Community dining experience for both residents and wider community

  • First of its kind in Melbourne.