A living space for reviving the fundamentals of a food brand

At a time when it is becoming essential for a manufacturer to develop a special relationship with its customers, Kellogg’s has opened a lounge in Union Square on 7 December last to showcase its brand. This loft follows on from the symbolic opening of a pop-up store in Times Square in 2016. This was intended to celebrate 100 years of advertising.

In response to an all-powerful distribution sector, it is becoming essential for food brands to propose a customer relationship in tune with the brand’s fundamentals. The Kellogg’s initiative echoes other similar initiatives in New York. Barilla has opened 3 restaurants and the EATaly’s Nutella kiosk follows a whole series of pop-up stores or stands in the same mould. More and more brands are trying to raise their profile beyond the traditional distribution channels and seeking to capitalize on exposed places like New York.

The location represents an ideal asset. Union Square is for Kellogg’s the ideal neighbourhood for appealing to a young clientele appreciative of the attention paid to them by the cereals brand.

Other chains like Capital One or American Eagle have set up shop there to engage with this student audience. By offering living environments suited to the needs of their young customers, retailers are getting more involved in local life.

While Kellogg’s offers a space for socializing and creation that is both regressive and vintage, Capital One has transformed its ground floor from a banking environment into a catering and meeting place, and American Eagle is meant to be a practical space, in particular with its Lavomatics, which are free for students. Naturally they all offer power sockets or wi-fi, essential services for anyone wanting to attract and retain young visitors.