Urbanspace has been setting the standard for indoor food halls and outdoor markets for almost 20 years here in NYC. For the opening of their new food hall at 570 Lexington, we wanted to take a different approach to the content they launched with. We decided to show the vendors at home in their restaurant telling their own stories, and then tease how they were bringing that same aesthetic and passion to 570 Lex. Showing that Urbanspace chose to highlight people and stories over just simply showing their food created a strong branding message that we felt would resonate with their customers and perspective vendors alike.
Scope of work