HWKR

CONCEPT STRATEGY & PLACE-MAKING / CONCEPT DEVELOPMENT & CONSULTATION
BRAND IDENTITY / COLLATERAL ROLL OUT / GRAPHICS PACKAGE
INTERIOR LAYERING & SOURCING
OPERATIONAL CONSULTATION
LEASING & MARKETING

Brief

Definition of the ground floor retail space of the architecturally- acclaimed and award-winning EQ Tower – a 600 apartment residential building in the heart of Melbourne’s CBD.

Our Approach

BrandWorks presented the opportunity of HWKR Food Hall; a tech-driven take on the typical Asian Hawker-style centre.

A permanent space that offers tenants a walk-in, walk-out opportunity – fully supported with their own commercial kitchen – the concept promotes flexibility and innovation. The journey to the final HWKR identity was a collaborative process in which the studio presented two concept directions and worked closely with the client and key stakeholders to define. HWKR Food Centre is a Melbourne first. Part venue, part place-making strategy; revolving door of incredible hawker vendors keeps the space fresh and the appetite wet.

Innov-asian is imminent.

Outcomes

HWKR launched in Feb '18 and has already attracted a number of high-profile tenants with a collective Instagram following of over 300k.