SAN MATEO, CA—A mixed-use transit-oriented development, Passage at San Mateo, designed by MVE Architects takes a unique approach to public/private space, incorporating local art and architecture into all aspects of the design. Another key component of the site is the Seed Market Food Hall (sensory experience in entertainment and dining) that capitalizes on the food hall phenomenon that is so prevalent in many parts of the country.
Pieter Berger, associate partner of MVE Architects, and Mark Manguera, president and placemaker, Paradigm Coast Group, recently discussed this phenomenon in the second of a two-part exclusive.
GlobeSt.com: How do you use innovative design to solve for common complaints about food halls, such as crowded spaces, lack of ambience, overwhelming amount of choices, etc.?
Berger: There are many in which innovative design can enhance the food hall experience. At Seed, for example, we are focusing on creative space planning and providing a full range of seating options. Creating a design to solve common complaints of any hospitality experience starts with looking through the eye of the consumer and operator. The common challenge in any social market place is space. Space includes many aspects of the overall experience, which encompasses both the back of house and front of house experience, each of which will consume a minimum and standard amount of space within the project such as a kitchen, storage, seating for customers and so on. By understanding the fundamentals of culinary operations and its demands on each space, we are able to paint a clearer picture of how to create an outstanding experience for everyone to enjoy.
Additionally, there has been a very conscious effort at Seed to allow for a variety of seating options, which has contributed to the unique design. The seating arrangements and options can make or break a food hall experience. For this reason, we have designed a vast array of indoor and outdoor options, large social tables for family-style gatherings, private tables, bar tops, low seats, viewing options, etc. Our goal is to provide the setting, space and ambiance that best accommodates the consumer.
GlobeSt.com: What types of projects offer the ideal location for food halls and why?
Manguera: From downtown urban areas to suburban landscapes, there are many opportunities for food and market halls to thrive and live within each community. Critical to the success of a food hall is the creation of an organic bridge to become part and parcel of the local community early in the development process. This is key to understanding and supporting the current and future demographic needs.
At a quick glance, urban sites are much easier to identify as ideal food hall locations. However, in the proper suburban context, a food hall can become the social nucleus of a community and that is what we are aiming to achieve at Seed. The Seed location is adjacent to transit, class-A office, single-family homes and multifamily residential (approximately 1,600 apartments within walking distance). This presents an ideal location in a suburban context, providing the critical mass necessary to sustain a food hall at breakfast, lunch and dinner, both during the week and on weekends.
GlobeSt.com: What do you see for the future of food halls? Is the concept here to stay? Or do you foresee some kind of evolution?
Berger: The popularity of food and market halls are on the rise, and through careful curation, the concept can certainly endure. The key to the success of the food hall will be in the developer's ability to tailor the experience to the local community and maintain its authenticity by providing inspiring food, design and architecture. To achieve this, work must start early in the development process to engage the city, community and demographic. This is the approach we have taken for Seed and Passage. Early collaboration with the city of San Mateo together with California Coastal Properties and MVE has resulted in great friendships and bonds with the community.
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Lisa Brown
Lisa Brown is an editor for the south and west regions of GlobeSt.com. She has 25-plus years of real estate experience, with a regional PR role at Grubb & Ellis and a national communications position at MMI. Brown also spent 10 years as executive director at NAIOP San Francisco Bay Area chapter, where she led the organization to achieving its first national award honors and recognition on Capitol Hill. She has written extensively on commercial real estate topics and edited numerous pieces on the subject.
