ArcadeLondon'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.
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.
DeliverablesWeb Design, Web Development, Email Marketing
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.
BlackR36 G31 B33 #241f21
BlueR45 G70 B88 #2d4658
Accent BlueR15 G109 B172 #0f6dac
Primary PeachR255 G166 B127 #ffa67f
Dark RedR160 G45 B45 #a02d2d
Accent RedR212 G54 B54 #d43636
Accent PeachR253 G118 B88 #fd7658
Primary GreenR185 G186 B164 #b9baa4
Accent GreenR174 G200 B189 #aec8bd
HeadingMabry Pro Black
SubheadingMabry Pro Bold
Body copyMabry Pro Regular
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
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).
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.
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.