Global Bazaar Fast Casual by Sheela Pawar - OTG

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DESIGN DETAILS
DESIGN NAME:
Global Bazaar

PRIMARY FUNCTION:
Fast Casual

INSPIRATION:
The inspiration for this design came from our desire to give travelers the amenities they wanted, when they wanted them. The first of their kind, these concepts transform both offering and physical structure as the day progresses. After the breakfast rush departs, these concepts morph into their daytime counterparts. Designed by Tony Award winning Rockwell Group, these concepts act as a spacial solution that appeases both the breakfast and lunch crowds. With its physical structure transitioning along with the offering, Rockwell is able to bring their special brand of Broadway Magic to the airport.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Each concept maintains its distinct branding and look while undergoing the transformation from breakfast to lunch and dinner. The exterior store signs transition by rolling in, through a similar mechanism used in garage doors. Food Hall signs also change in a similar fashion. There is also a complete changeover of the menu, from breakfast to lunch and dinner selections, and all of this happens in a matter of minutes. The transition provides passengers with the food options they want, when they need them.

OPERATION / FLOW / INTERACTION:
Another key innovative feature of the dynamic fast-casual restaurants is the technology. The concepts run OTG’s proprietary tablet-based flo technology which offers language support in 20 languages and a visual menu to make finding and ordering food easy. The check out is a self serve process to allow for quick and easy check out service, a must in an airport. As an added feature, passengers are able to pay for their purchases with United Mileage Plus points, through a partnership with United Airlines.

PROJECT DURATION AND LOCATION:
Newark Liberty International Airport, Terminal C

PRODUCTION / REALIZATION TECHNOLOGY:
20 unique signage transformation designs

SPECIFICATIONS / TECHNICAL PROPERTIES:
40 unique transforming signs. Types of transforming signage mechanisms: Rotate, Fold, Flip, Slide, Pivot, Coil.

TAGS:
Transformation, Technology, Fast-Casual, Restaurants, Food, Beverage, Interior Design, OTG, Rockwell Group, EWR, Newark Airport

RESEARCH ABSTRACT:
Several pieces of research were looked at when designing and constructing the dynamic concepts, including the overall layout of the terminal, traffic flow, local food influences, space dimensions, materials and labor. The dynamic concepts have been quite successful from a visual, media and sales revenue perspective.

CHALLENGE:
The program brief required the venue to transform from a breakfast oriented venue before noon into a burger space for lunch and dinner. This was not only a menu transition, but a physical transformation of the venue itself. The morning look features a series of brightly colored mobiles and signage graphics hanging from the ceiling. The signage and menus are programmed to convert at precisely 11am - a slanted garage type metal door unrolls across the venue, concealing the mobiles behind an industrial metal surface stenciled with the Custom Burger graphic. Similarly, the main sign features the Eggy Weggy graphic, which is then covered by a smaller metal rolling panel. This mechanized transition needs to be simple in both operation and maintenance to function on a daily basis.

ADDED DATE:
2017-09-05 20:45:18

TEAM MEMBERS (2) :
Owner: OTG and Architect: Rockwell Group

IMAGE CREDITS:
OTGexp

Visit the following page to learn more: http://www.otgexp.com
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CLIENT/STUDIO/BRAND DETAILS
NAME:
OTG

PROFILE:
OTG is a high-growth company that is transforming the airport travel experience for millions of travelers every year. OTG combines world-class hospitality and award-winning cuisine with innovative design and state-of-the-art technology. OTG’s restaurant concepts are complemented by the company’s tablet experience, which was the first of its kind in the industry. Since 1996, OTG has been redefining the guest experience in airports, transforming the way passengers interact with the terminal. The company is currently one of the leading airport food and beverage operators in North America with more than 300 restaurants and retail locations across 10 airports. For more information, visit OTGexp.com.

NOMINATION DETAILS

Global Bazaar Fast Casual by Sheela Pawar-Otg is a Nominee in Hospitality, Recreation, Travel and Tourism Design Category.

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AWARD DETAILS

Global Bazaar Fast Casual by Sheela Pawar-Otg is Winner in Hospitality, Recreation, Travel and Tourism Design Category, 2017 - 2018.



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