Website for Arcade Food Theatre by Superrb
Website for Arcade Food Theatre by Superrb

Arcade

London's Food Theatre concept

Located in the iconic architectural landmark Centrepoint London, Arcade Food Theatre is an all-day food market, featuring seven independent kitchens and a unique cultural events program. It is one of London’s most exciting emerging culinary concepts.

Our brief was to digitally immerse customers into the experimental Food Theatre experience, showcase the best-in-class international food and beverage offering and increase awareness of this imaginative new brand.

Arcade Logo

Identity

We took the eclectic brand identity created by MATTE NY and brought it to life in a digital space. The grid-based design system is used to connect visually rich content blocks, creating an experience that is bursting at the seams with personality. 

Industry
Hospitality
Deliverables
Web Design, Web Development, Email Marketing

Colour

The muted yet contrasting palette is used boldly against the monochromatic logo. Colour is generously weaved through the entire design creating Mondrian style works of art on every page.

Black
R36 G31 B33 #241f21
Blue
R45 G70 B88 #2d4658
Accent Blue
R15 G109 B172 #0f6dac
Primary Peach
R255 G166 B127 #ffa67f
Dark Red
R160 G45 B45 #a02d2d
Accent Red
R212 G54 B54 #d43636
Accent Peach
R253 G118 B88 #fd7658
Primary Green
R185 G186 B164 #b9baa4
Accent Green
R174 G200 B189 #aec8bd

Heading

Mabry Pro Black

Subheading

Mabry Pro Bold

Body copy

Mabry Pro Regular

Immersive experience

A stunning website to communicate the Food Theatre experience.

  • Custom home page animation
  • Rich content blocks with multiple layout options  
  • Playful transitions
  • Customisable scrolling banner CTA 
  • Floating Instagram CTA
  • Blog with filter 
  • Expanding vendor sections 
  • Newsletter sign-up 
  • User-friendly CMS
Website for Arcade Food Theatre by Superrb
Website for Arcade Food Theatre by Superrb

Converting clicks to visits

To create an experience which not only pleased eyes and tantalised tastebuds, but also converted clicks to visits, we combined high-quality content and playful design to create punchy calls to action. 

Scrolling banners stylishly highlight key customer actions and dynamic transitions bring the content to life. Every pixel of the design has been crafted and refined to create a melting pot of excitement for the senses which drives desire (and bookings).

Website for Arcade Food Theatre by Superrb

Seamlessly responsive

The eclectic design has imaginative design details condensed into every inch and has been built to look awesome no matter what device it is experienced on.

Website for Arcade Food Theatre by Superrb
Website for Arcade Food Theatre by Superrb
Website for Arcade Food Theatre by Superrb
Website for Arcade Food Theatre by Superrb
Website for Arcade Food Theatre by Superrb

Carefully curated

Just like the venue itself, every element of the design was meticulously crafted and content curated to create an abstract website which brings together the visual identity, photography and copy beautifully to communicate the unique concept that is Food Theatre. 

Website for Arcade Food Theatre by Superrb
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