In lieu of a traditional leasing brochure, we were tracked with creating a piece for Westfield to present to prospective chefs with the goal of landing them as tenants for a new food hall concept in L.A.
Bringing to life the “deconstructed” trend in the food industry, we created a deconstructed informational presentation held together by a wooden clipboard that takes into consideration the short time allotment of chefs and the need-based evolution of content.
Elements include both informational pages, such as stats and renderings, as well as fun takeaways like customized art and coasters that chefs can use as personal keepsakes. To top it all off, the coasters strategically double as business cards.
The clipboard features a custom wood-burned design by L.A. artist Eric Junker, who also created completely original pieces of art to be included throughout the piece.
We also enlisted the talent of local L.A. artist Bonnie Dain to illustrate an area map as a way of showing the location of Westfield’s new food hall in a creative, unexpected way.