New Jersey, USA
The Food Hall at American Dream will offer a collection of artisanal food operators in a quasi-industrial urban market setting promoting distinctive individual expression, bold graphic identity and a playful array of eclectic finishes. Within open kitchens, chefs will demonstrate their culinary talents as all food preparation will be on-site. Tenants are discouraged from using commercial menu boards in favor of unique approaches to displaying menu offerings such as creative food merchandizing and artful product presentation. With authenticity as the driving concept of the food hall, inspiration was found in the diversity of street vendors and greenmarkets throughout New York City.