The Garage—A New Kind of Food Hall
Food halls have become the beating heart of urban developments.
The Garage at Bottleworks is no exception. This unrivaled regional food hall sits at the center of a $300 million, 12-acre mixed-use redevelopment of a historic Coca-Cola bottling factory.
Long before the first beer pour or poke bowl, we built anticipation and activated the space during pre-construction and construction — for two years. Events coordinated with PATTERN, Indiana Historic Landmarks, and Oranje Art Festival, attracted nearly 7,000 local history, architecture, arts, and fashion enthusiasts. They experienced the raw space and played a part in the vision.
Along the way, we photographed each new culinary and retail tenant and built a social media following for Bottleworks. We equipped each vendor with a custom pocket guide to help them share the brand narrative. And, our PR efforts garnered 64 earned media placements, reaching more than 100 million unique visitors online and two million readers in print. By the time it opened, Bottleworks and The Garage food hall were darlings of the local social scene.
