Image Credit : Mucca
Project Overview
The Tin Building by Jean-Georges is an exciting new 53,000-square-foot culinary destination located at Pier 17 at the Seaport on the former site of the Fulton Fish Market. Inspired by New York City’s history as a bustling commercial and maritime hub, the Tin Building marketplace has been meticulously reconstructed and transformed into a multi-sensory culinary journey of global food & beverage experiences. In partnership with The Howard Hughes Corporation®, the Tin Building by Jean-Georges features six new full-service restaurant concepts, five fast-casual counters, as well as bars, focused on wine, craft cocktails, and craft beers—all anchored by a central marketplace featuring a locally sourced, curated selection of seafood, meats, cheese, produce, plus three specialty retail markets.
Project Commissioner
Project Creator
Team
Sean O'Connor: Senior Designer
Yoon Choi: Project Manager
Andrea Brown: Design Director
Karla Pasten: Designer
Maria Silva Mora: Strategist/Senior designer
Matteo Bologna: Creative Direction
Jennifer Fistere: naming
Project Brief
Build from zero a new food experience helmed by Jean-Georges Vongerichten with touchpoints ranging from Signage to a 400+ SKUs private line including the identity of six full-service restaurants, six quick-service counters, four bars, retail, private dining, and 2 grocery markets.
Project Innovation/Need
We planned deliberately to avoid an orderly branding system to focus instead on a dynamic identity that would provide the guests with a rich experience.
The only elements connecting the identity are the variable custom typeface and the color palette, along with a thick frame used as a tertiary element.
Design Challenge
The size of the scope was massive and desperate in terms of deliverables, but still, it was no match for the eclectic capabilities of our studio's team of super-talented and passionate designers, strategists, and project managers.
Effectiveness
The result of this attention to detail is an epicurean experience that completely breaks the mould and sets new standards for retail design. “We’re no stranger to building big design systems but this project’s scope presented the creative challenge of a lifetime,“ says Bologna. “The fact that we were able to help the Tin Building find its voice and tell its amazing story through design and branding is immensely rewarding. It took a close collaboration and a lot of hard work that was entirely worth the effort.”
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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