Anchored in the gleaming gem of Columbia University’s new Manhattanville campus, designed by architect Renzo Piano, the Manhattanville Market food hall is a shining light in an historical and transforming uptown neighborhood. Starting with naming the space, we worked collaboratively with the chef-owner and university stakeholders to brand and design every restaurant within.
The Challenge
Balancing the needs of the stakeholders and some restrictions on altering or “over-branding” the physical space was a concern from the outset. Certain features that normally befit a food hall — like illuminated exterior signage, marketing and social media campaigns that make a splash was not on the table here.
The Solution
An elevated approach was the way to go — mirroring the elevated 125th Street subway above the hall. Factoring in the quality of the space, and chef-prepared food, our recipe was sophisticated with a bit of whimsy baked in: The “Mm” (Mmmmm) from Manhattanville Market as the device to reinforce deliciousness — and colors that compliment the University and the brands within — all of which we designed.
The sign package also served as street-level advertising, letting neighbors know of the Market and the delicacies within.
The sign package also served as street-level advertising, letting neighbors know of the Market and the delicacies within.
Daniel Stark, Founder & Creative Director. Daniel’s diverse background in advertising, publishing, apparel and media at companies like GQ Magazine, Baron & Baron, Ann Taylor, Harper’s Bazaar and Nielsen drives his multidisciplinary approach and an uncompromising quest for simplicity.
He has created well-known campaigns, identity programs, packaging systems and digital & physical products for a diverse mix of consumer brands, services and companies including CVS Health, Prophet, Elf Cosmetics, Staples, PSFK, L’Oreal, Doremus and NYU.
Daniel is also an inventor, podcast host and author / creator of PaperMade books and products that feature flat character designs, pre-cut and pre-scored, that fold up into 3D paper toys. He lives in the greater New York City area with his family.