History + Heart

Chelsea market is the heart of New York City’s ultra-hip meatpacking district. Once a Nabisco plant (and the birthplace of the Oreo cookie) it was a daring new retail and office space idea that needed a clear, powerful identity.  

THE CHALLENGE

Bring a vision to life.

Manhattan’s Chelsea Market was not always the tourist attraction it is today. It didn’t always draw more than 6 million visitors a year from across the country and around the world. It wasn’t always one of the great food halls of the world, with more than 35 vendors purveying everything from soup to nuts, wine to coffee, cheese to cheesecake. And there weren’t always offices of hip companies and TV production studios on its upper floors. Once it was a National Biscuit Company relic whose claim to fame was the Oreo cookie.

The developers had a vision. And they turned to Square360 to create an identity and marketing materials that would communicate the unique personality of that vision both to the public and potential tenants alike.

 

THE SOLUTION

Back to the future.

Capturing all of the amenities the market has to offer, Square360 created a logo that is a nod to the neighborhood’s rich history. Square360 also developed a modular brochure and housing unit. The brochure was designed to showcase each of the vacant spaces as well as excite potential tenants with the overall aesthetic and culture of Chelsea Market. To promote vacant spaces to the brokerage community, we designed large format wall hangings and indoor wall banners featuring photos of wood, metal doors, glass blocks, and other Chelsea Market vignettes. These shaped the overall texture and experience as visitors first enter. To extend this chic and inviting vibe to the outside, the logo was hand painted on the side of the building and included several unique hand-drawn signs.

 

Results

Vision Accomplished.

Large companies like Google and IAC/InterActiveCorp have found homes in Chelsea. Google also has leased space in nearby Chelsea Market, which spans 9th and 10th Avenues between 15th and 16th Streets. Of that building’s 1.2 million square feet of commercial space, “… 780,000 square feet is leased to technology and media companies like Scripps Networks (which owns the Food Network) and Yext, an Internet marketing company,” said Michael Phillips, a managing director of Jamestown Properties, which owns the building.

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