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 label including the identity of six full-service restaurants, six quick-service counters, four bars, retail, private dining, and 2 grocery markets.
Project Innovation/Need
How can we make a private label system that doesn't look corporate and at the same time feels cohesive across 12 different collections?
Design Challenge
Working with different producers spread across the world, with different printing capabilities while trying to maintain control of a completely new brand is not a small feat. We were also constrained by the restrictions given by the supply chain, and we had to be very ingenious to ensure the available vessels would work with our brand's product.
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 - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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