Building a brand that’s more than cookie-cutter
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.
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.
Old Chelsea Market logo
Bring a vision to life
For Square360, the challenge of Chelsea Market was to create a brand and visual identity that united the patchwork quilt of “mom and pop” food shops, specialty eateries, and boutique shops on the ground floor with the hip office spaces on the floors above.
Our solution was a hand-drawn tapestry of a logo and a design that captures the area’s historic industrial vibe.
Chelsea Market merchandise
Full width winter exterior
Chelsea Market Exteriors
Back to the future
Chelsea Market had several established tenants, but sought to expand their appeal to “Silicone Alley” companies by leveraging the retail side as a unique amenity.
Large companies like Google and IAC/InterActiveCorp have found homes in Chelsea. Of the 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.