Westfield’s request to bring high design to their new upscale “Dining Terrace” presented to us the opportunity to re-brand the New York Deli. Rather than create a pastiche of checkered tile and “Old New York” photographs, we opted to distill the fragmented views, the density, the materiality and the light and energy of midtown Manhattan.

 

In a heavily programmed and very small (750 Sq. Ft) space, we were limited to the signage and front counter as a means to achieve this. Juxtaposing plastic and steel, dark and light, we designed a series of rectilinear forms that accommodate the various functional requirements. Exploiting the 20° offset between kitchen and lease line, we composed them in a collage-like fashion that captures a piece of that urban experience.