As part of Winnipeg’s True North Square, Hargrave St. Market is the latest and most substantial addition to the city’s food scene. The economic vision for the space was established and directed by True North Real Estate Development and designed by Montreal-based firm GHA Design Studios.
The challenge presented to 26 Projects was to creatively communicate and represent an innovative, entirely locally focused food hall that would resonate with an audience—first within a digital environment—well before the opening of the physical space.
The challenge presented to 26 Projects was to creatively communicate and represent an innovative, entirely locally focused food hall that would resonate with an audience—first within a digital environment—well before the opening of the physical space.
Activating a Downtown Food Experience
26 Projects was first approached to visually represent and convey to a growing city a completely innovative food concept. Our intention from the start was to communicate what the development could offer, but most importantly, to accompany a curious audience through the process as the space was being built.
Hargrave St. Market’s interior quality and brand identity resonate with an attitude of contemporaneity and familiarity, namely through a focus on celebrating local food entrepreneurs and chefs. This needed to come through in how we developed the brand’s visuals and strategic announcements to a new or unfamiliar social audience.
Hargrave St. Market’s interior quality and brand identity resonate with an attitude of contemporaneity and familiarity, namely through a focus on celebrating local food entrepreneurs and chefs. This needed to come through in how we developed the brand’s visuals and strategic announcements to a new or unfamiliar social audience.
A strong strategic foundation was developed for the announcement and ongoing presence on new social media channels, communicating the unique offerings and inspirational stories of each of the eight dynamic, locally renowned vendors who would be bringing the food hall to life.
Communicating for a Collective
Beyond still photography, a short film was developed to provide a glimpse into the lives of each of the contributing chefs and vendors—showcasing their personalities, their brick-and-mortar spaces, and their interaction with the food featured at the hall.
26 Projects continues to handle all art direction, photography, digital content creation and strategy, as well as social engagement campaigns for Hargrave St. Market. The videos were produced alongside the production company May Contain Studios.
26 Projects continues to handle all art direction, photography, digital content creation and strategy, as well as social engagement campaigns for Hargrave St. Market. The videos were produced alongside the production company May Contain Studios.
