destination dining—in a department store.
The Ask
Legendary department store brand Neiman Marcus was gearing up to open its new flagship location at Hudson Yards. As they considered this unique opportunity, they realized the importance of creating a 360 hospitality experience that went beyond traditional retail.
They approached my agency to help them strategize around the positioning and guest experience of their in-store food and beverage venues.
The Solution
We positioned the two main spaces to offer distinct experiences for distinct audiences.
Where as the signature restaurant, Zodiac Room, created nostalgic allure for the “ladies-who-lunch,” Bar Stanley was a modern take on the gentleman’s club—an elegantly masculine outpost for after work drinks and casual cocktail dates.
Each with their own destination appeal, the restaurants at Neiman Marcus Hudson Square aim to enrich the retail experience while independently distinguishing themselves for shoppers and locals alike.
What I did…
BRAND DEVELOPMENT, MESSAGING, CREATIVE DIRECTION, ACCOUNT MANAGEMENT
Design credit: Brand Bureau; Photo credit: Kendall Mills
Developed the brand narrative & messaging strategy.
I set the tone and messaging strategy for both food and beverage venues, ultimately shaping the narrative for the brand experience as a whole.
Design credit: Brand Bureau
Design credit: Brand Bureau
Design credit: Brand Bureau; Photo credit: Kendall Mills
Design credit: Brand Bureau; Photo credit: Kendall Mills
Design credit: Brand Bureau; Photo credit: Kendall Mills
Collaborated on the visual identity concept for both restaurants.
I worked with the graphic design team to shape two distinct visual concepts which were then extended across individual collateral packages.