CLIENT
MINA GroupBRIEF
Celebrity chef, Michael Mina, was looking to share all his favorite foods in one place. His vision culminated in a food hall, The Street: A Michael Mina Social House, at Honolulu’s International Marketplace. Mina’s goal was to create a culinary gathering place to house multiple hawkers, each dedicated to a different cuisine and helmed by a various chefs under Michael’s tutelage.SOLUTION
Since The Street transports guests to different culinary regions, travel vernacular and wayfinding graphics provide a backdrop for exploring its various food options. UNIT designed the umbrella brand to be simple enough to pair well with the individual hawker brands, while also distinct enough to entice tourists and locals. We created a guided approach that attracted people to explore inside with exterior/interior signage, branded collateral to target app downloads, digital touch screens giving more info about each chef curated offering, and an interactive online experience that allows guests to research their future travel destination.RESULTS
Guests enjoy the lively and festive atmosphere that engages the senses, to the tune of 4-star Yelp reviews. MINA Group has engaged UNIT to build out a similar experience for The Street LA, soon to be housed atop the Beverly Center.CLIENT
MINA GroupBRIEF
Celebrity chef, Michael Mina, was looking to share all his favorite foods in one place. His vision culminated in a food hall, The Street: A Michael Mina Social House, at Honolulu’s International Marketplace. Mina’s goal was to create a culinary gathering place to house multiple hawkers, each dedicated to a different cuisine and helmed by a various chefs under Michael’s tutelage.
SOLUTION
Since The Street transports guests to different culinary regions, travel vernacular and wayfinding graphics provide a backdrop for exploring its various food options. UNIT designed the umbrella brand to be simple enough to pair well with the individual hawker brands, while also distinct enough to entice tourists and locals. We created a guided approach that attracted people to explore inside with exterior/interior signage, branded collateral to target app downloads, digital touch screens giving more info about each chef curated offering, and an interactive online experience that allows guests to research their future travel destination.
RESULTS
Guests enjoy the lively and festive atmosphere that engages the senses, to the tune of 4-star Yelp reviews. MINA Group has engaged UNIT to build out a similar experience for The Street LA, soon to be housed atop the Beverly Center.
