Photography by Kris Vervaeke Graphic design by Kactus Design
Long considered Hong Kong's best food experience, Great Food Hall, which is located in Pacific Place, Admiralty, Hong Kong, had become tired and dilapidated. During our 2013 renovation of the store, we proposed a bold new branding concept. Amid the bustle and chaos of Hong Kong retail, this project sought clarity and simplicity. We chose to implement a continuous surface of photography throughout the entire food hall.
Gliding through every department and category, the graphics unify the space, guide the customer and provide an intellectual diversion to the shopping experience.
Using food photography in retail environments is hardly new. However, these photos are imbued with an irreverent and humorous twist. Sushi is found on kebab skewers. Vegetables are thrown around. Broccoli earrings are worn. We have decided to play with our food.
Securing a continuous wall surface throughout the complex store was a challenge, and required relocating services and restraining a normally rampant merchandising team.
Now in its second iteration, the concept has been very popular with customers and has become integral to the long-term marketing of the store."