Ideation, experiential design, product concepting, and partner deal structuring for themed food & beverage / entertainment venue. Hollywood Marketplace was created for the Universal Studios CityWalk Development (roll-out) Program, as one of several "branded block" venues.
The venue concept was envisioned as a means of delivering on the promise - of bringing a taste of Americana to offshore markets. In this instance, a venue that would bring a sense of Los Angeles a la Farmer's Market, and a sense of entertainment akin to that at the fish market at Seattles's Pike's Market.
At Hollywood Marketplace, there would be no traditional kitchen. Instead, all food preparation would occur in front of guests. Open displays of food cooking using crockery on heated panels would be standard.
The venue concept included celebrity chef programs and food events, a commitment to "fresh market" greens, fruits, vegetables, meats, and seafoods, as well as provision of home replacement meals. An operating joint venture with Toronto's Marche' F&B organization was structured in anticipation of rolling-out the concept.
Client: Universal Studios Recreation Group, in association with Sumitomo Corp. and Universal Studios Japan
