Food for fast foodies.
The Ask
The Cosmopolitan of Las Vegas has built its reputation on having the best restaurants and bars on the strip. From renowned Momofuku to the much-hyped Eggslut, they partner with the best chefs and restauranteurs around to curate a food and beverage playground like no other in town.
So when they decided to open up a food hall and operate it themselves, they wanted to make sure it could stand up against the steep competition surrounding it. We saw an opportunity to create a crave-worthy, multi-destination outpost for discerning diners on a tighter timeline.
The Solution
We audited the dining experience at The Cosmopolitan and its adjacent competitors and realized that while the space was replete with best-in-class sit-down options, there were no decent places to grab a quick bite to go. We sought to deliver an offering that prioritized efficiency while conjuring up that same magnetic sense of place.
Inspired by the kinetic energy of Asian night markets, Block 16 combines curation and spectacle to create an atmosphere that's at once casual and discoverable while bringing together diverse foodie favorites from around the country.
What I did…
CONCEPT DEVELOPMENT, CREATIVE DIRECTION, BRAND STRATEGY, NAMING, MESSAGING, ACCOUNT MANAGEMENT
Design credit: AvroKo
Design credit: Brand Bureau
Named and defined the brand.
We named the food hall Block 16, after the original parcel of land designated for saloons and brothels on what would later become the Vegas strip. Its where the town first got its moniker “sin city.”
For those in-the-know, the name adds an additional discoverable layer and fun fact to share with friends.
Design credit: Brand Bureau
Collaborated on the interior design concept and guest experience.
Our brand narrative set the foundation for the design, inspiring everything from its organic, mismatch wayfinding to its winding, alley-like pathways.
Design credit: AvroKo
Collaborated on the messaging & identity concept.
I worked with a graphic designer to come up with an identity concept that brought the brand’s disruptor spirit to life, inspired by the graffiti and impromptu poster artwork one might encounter while walking down an urban street.