A Bold Slice of the Big Apple in Melbourne
Our journey with New York Minute began with conversations about the finer details—colours, lighting, and furniture. After successfully designing two of their stores in Carlton and East Brunswick, we were invited to bring their vision to life once more, this time at Highpoint Shopping Centre, with their ‘off street’ outlet.
At the heart of this project was the essence of the name New York Minute. From the outset, we envisioned a space that captured the excitement and glamour of New York City—drawing inspiration from Broadway, the timeless art deco era, and the charm of a classic American diner.
Design Concept: A Modern Take on 1930s Broadway
We reimagined 1930s Broadway in the design, focusing on dramatic lighting and a striking black-and-white colour palette. The interplay of tessellated tiles and copper cladding adds an element of luxury and sophistication, creating a space with a touch of theatrical flair. The result? An atmosphere that feels like a true “night on the town” experience.
Collaboration & Crafting the Customer Experience
We worked closely with graphic designers Fox and Lee to weave the brand’s visual identity throughout the space, ensuring signage and design elements complemented the overall aesthetic.
True to New York Minute’s philosophy, which places people at the centre of the experience, we prioritised an open line of sight between the kitchen and the dining area. This design choice fosters an engaging, interactive environment where customers can see their food being prepared while enjoying the energetic buzz of the space.
Transforming a Brand into a Space
Our work with New York Minute demonstrates how design can bring a brand’s story to life. This project wasn’t just about building another burger joint; it was an opportunity to create something unique, more playful, and theatrical than what you’d expect from a typical fast-food outlet in Melbourne. By experimenting with materials, lighting, and space, we crafted an experience that is as much about atmosphere as it is about food.
