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.
hwkr.com.au | Good Food - The Age | Broadsheet | Urbanlist | IndesignLive | City of Melbourne | Timeout
Case Study
Opening Launch
HWKR. MELBOURNE’S MOST INNOVATIVE ASIAN FOOD DESTINATION
Future food has a new address on the Ground Floor of Eq.Tower. Interchanging vendors, app-powered ordering, new food that’s friction free. HWKR is inspired by the hawker food centres in Singapore and Malaysia, with a vision to be a contemporary space where people can socialise, and experience a rotating offer of South East Asian food right in the heart of Melbourne’s CBD.
The HWKR concept was pioneered by ICD Property and occupies the ground floor of their architecturally acclaimed, award winning EQ.Tower on A'Beckett Street in Melbourne's CBD.
The HWKR brand and interior has been designed by award winning deisgn agencies, BrandWorks and Craig Tan Architects.
Credit: Ryan Lee Adams @ryan_lee_adams
BRAND
VIEW BRANDING VIDEO