Pieter Berger, associate partner of MVE Architects, and Mark Manguera, president and placemaker, Paradigm Coast Group, recently discussed this phenomenon in the first of a two-part exclusive.

GlobeSt.com: What factors are influencing the continued popularity of food halls within new developments? What does this say about the needs of today's consumer?

Manguera: The different factors influencing the rising popularity in food and market halls in new development start with the natural curiosity of social discovery and the idea that people desire to live in exciting and authentic places.

Food halls or market halls have long been around for years. Starting in countries such as Spain and Asia, the collection of culinary experiences in one place brings the local community together. In America, the birth and evolution of food courts and farmer's markets have crossed paths and become today's epicenter of culinary exploration for both the consumer and restauranteur. This is a centuries-old idea that is gaining new popularity influenced by social media, popular culture and societies seeking the next tasty innovation and mind-blowing food concept. Today, market and food halls continue to serve as the community gathering place, with the addition of showcasing new local concepts and community favorites that in turn attract new residents to the area.

Further, good halls are a great calling card for new developments. They help build the brand and image for the development, set it apart from its competitors, provide a built-in social hub, and create the all-important Instagram moment that immediately establishes the authenticity of a place. While a standard mixed-use community tells a great story utilizing restaurants and retail, a mixed-use community featuring a food hall elevates this by offering a choose-your-own adventure. What this indicates is that the modern person seeks an ever-evolving kaleidoscope of culinary treats and experiences. And this is precisely what we hope to deliver at Seed Food Hall and Passage at San Mateo.

GlobeSt.com: What aspects make food halls different from the more traditional food courts or cafeterias usually found in malls, museums, office buildings, etc.?

Berger: There are many aspects that differentiate the food courts of yesteryear to today's rise in market places, all of which stem from the different lifestyle drivers of today's consumer. For example, today's marketplace takes into consideration a combination of non-traditional communal workspaces and social dining areas, locally curated food and beverage options, and farm-to-table, accessibility and connectivity to public transit, sustainable design and operations, elevated design and architecture, well thought-out family and kid-friendly environments, five meal considerations versus the traditional three-meal operation; fully incorporated, intuitive, and seamless technology; all packaged together with the fundamental notions of hospitality and customer service.

At Seed, we are focusing on the considerations above, highlighted by authentic and amazing food, and architecture. Immense effort and thought went into the overall design to reflect the California Modern aesthetic featured in the local neighborhood and made famous by Joseph Eichler in the 1950s and 60s. Special design considerations like this set Seed apart from traditional food courts, establishing authenticity and creating a distinct style.