June 29, 2023 • 5 mins
Susie Bonwich
Development at New + found, City Foundry STL
Opening in 2020, City Foundry STL is the adaptive reuse of the 15-acre former Federal-Mogul Midtown St. Louis foundry site into a 21st century mixed use development that celebrates creative concepts in food, commerce and entrepreneurship.
Inspired by City Foundry STL’s (CFSTL) location in the heart of St. Louis’ innovation hub, we set out to create a brand that embraces innovation and creative thought in all forms. We also wanted to create a brand that encourages people from all walks of life to interact and to have unique, shared experiences at CFSTL. Lastly, we wanted to celebrate the project’s urban location in the heart of St. Louis City. The City Foundry STL brand is a reflection of the city around it and communicates excitement and love for its hometown.
Our work included brand development, logo design, development of comprehensive brand guidelines, environmental graphics, signage, food hall branding and art directing and collaborating with outside agencies and vendors who are creating assets and programs for the development’s social media accounts and website. We are also heavily involved in supporting the marketing and promotion of the site.
Inspired by City Foundry STL’s century long tradition of innovation and creativity, Lawrence Group developed a brand that will flex and grow with CFSTL as it transforms into an experiential environment unique to St. Louis.
Since the launch of their design firm in 1983, New + Found’s leadership has been revitalizing and reimaging urban neighborhoods. Since 2000, New + Found has managed over $500 million in real estate development.
Development at New + found, City Foundry STL
Opening in 2020, City Foundry STL is the adaptive reuse of the 15-acre former Federal-Mogul Midtown St. Louis foundry site into a 21st century mixed use development that celebrates creative concepts in food, commerce and entrepreneurship.
Inspired by City Foundry STL’s (CFSTL) location in the heart of St. Louis’ innovation hub, we set out to create a brand that embraces innovation and creative thought in all forms. We also wanted to create a brand that encourages people from all walks of life to interact and to have unique, shared experiences at CFSTL. Lastly, we wanted to celebrate the project’s urban location in the heart of St. Louis City. The City Foundry STL brand is a reflection of the city around it and communicates excitement and love for its hometown.
Our work included brand development, logo design, development of comprehensive brand guidelines, environmental graphics, signage, food hall branding and art directing and collaborating with outside agencies and vendors who are creating assets and programs for the development’s social media accounts and website. We are also heavily involved in supporting the marketing and promotion of the site.
Inspired by City Foundry STL’s century long tradition of innovation and creativity, Lawrence Group developed a brand that will flex and grow with CFSTL as it transforms into an experiential environment unique to St. Louis.
Since the launch of their design firm in 1983, New + Found’s leadership has been revitalizing and reimaging urban neighborhoods. Since 2000, New + Found has managed over $500 million in real estate development.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Man. The foundry right down herewhere our studio is, has the absolute
best food hall you're going to findanywhere in the land. Seventeen different kitchens,
right, Susie Bond, which,yes, correct, seventeen wonderful variety
of kitchens. And we're not theonly ones who know that the food hall
is one of the best, becausenow the nation knows. Correct. Yes,
we've been nominated for the top twentyand have the opportunity to be voted
(00:23):
number one in the country. Sopeople have to hop on the website right
at the USA Today website. Yes, all you have to do is look
up USA Today Top food Halls.It's the first link. You go in
and vote for us, and yourvote will count. Yeah, it's been
really close race. We're third rightnow. A couple of weeks ago we
were fourth. So the votes areworking. Yeah, we have until July
third, so about just under aweek. So go on there and vote.
(00:46):
Yeah, seventeen different kitchens in abar. And so tell me what
distinguishes the food hall, this particularone from all the others. Well,
so with Saint Louis, the foodsin here is awesome. I'm sure you
know. It's been great and soour food hall just the specific chefs and
the people who support Saint Louis.You can really feel that when you go
into the food hall at City Foundry. So it's very community driven and what's
(01:07):
a better place to bring community thanaround the dining room right on? Yeah,
it's great. And you know what'sreally cool about it too, is
it people sit together, you knowwhat I mean, Like you're sometimes you're
sitting at the same table as somebodyyou don't even know, fact if you've
been in there. And so SaintLouisen's love each other, so they don't
mind being like, hey, canI sit next to you? And also
what's great is you're looking over andyou're like, oh, I wonder what
they ordered, and then you starta conversation saying, well, where did
(01:30):
you get that brand new friend?Yeah? And great. Well, the
fact that there's even a list outthere. I didn't know that food halls
were a thing. I mean,and I didn't know that. I thought,
oh, this is really cool here. Yeah, but I didn't know
they were all over the country.There's actually over one hundred food halls in
the country. So the fact thatwe were even nominated for the Top twenty
is a huge honor and now wehave the chance to be number one.
(01:52):
Can't even believe it. Yeah,so how do you decide who? I
mean, obviously having a spot inthis food hall is coveted and you guys
are pretty choosy about who gets there, right, How does that decision may
How is that decision made? Sowe're definitely looking for people who are passionate
about their food. You go inthere and those chefs are like, we
have someone who is focused on theYucatan peninsula, so really unique variety of
(02:15):
food. And then we talk tothem. They're into Saint Louis and then
you know it's just for love firstsight for that. Yeah, so you
get the exotic and then you getthe basic because they know the burgers are
really great there, Yeah talks.What's great is we have the basics.
We have pizza, Photo's Pizza bya Gerard Craft. We have burgers,
some of the best burgers, andlike waffle fry, like extravaganza. But
(02:37):
then we also have unique variety likeSenegalese. If you've never tried it,
definitely go down. The flavors justexplode. And then also we have stl
toasted so really unique. Te Rabs. Louis celebrity there and so you might
go for a burger, but thenyou go in there and you're like,
oh, what's this? I mightwant to try this as well. So
(02:57):
yeah, really fun variety in there. I love the changeup on the whole
toasted rav thing. Have you hadit before? No? So what's so
interesting about it is that you think, oh, hey, tea rap I
love Tea rabs. You get itand it is like a huge pillow.
No air pocket is completely filled withgoodies, whether it's buffalo chicken, your
traditional ground beef, gooey butter cake. Oh nice, there's dessert Tea raps.
(03:20):
So again, can't find it anywhereelse. I'm totally in all right,
So people have to go to theUS and any website and it's only
through midnight. Monday, July thirdis the last day that you can vote,
and you can vote every day untilthen. So you vote today,
you're not done. We want youto vote tomorrow. We want you to
vote the next day. All ofthe votes are counting. Yeah. Also,
if you come on site, thereare QR codes everywhere, so just
(03:44):
pull out your phone, hit theQR code and it'll take you directly to
the site. Very cool and it'sfun to get die. I mean it's
Saint Louis. Everything is twenty minutesaway. Yeah, so even for people
living out in Saint Charles whatever,you're twenty minutes away from the best food
hall in the country, super close. Yeah, this is the desk Nation
worth coming to. Right on SusieBond, which I was going to ask
you how you got into this business, and then I figured, oh,
(04:05):
yeah, Joe the amazing. Iwas raised in restaurants, so to see
just like a one spot, across section of all the great cuisine and
saying Thois in one spot, it'sjust it just brings everything that I grew
up to in one area and it'sfantastic. So when you talk about good
food, we know that you canknow it. I mean, yeah,
(04:26):
you got the Bond, which signof approval. I love it for the
food hall. I love it.Well. Hopefully nationally you'll get the official
USA side of approval for the foodhall. I think we can get it.
We're folks. Yeah, it's verycool and it's always fun to have
some national recognition because I know youguys work super hard to make a really
great, good, some good recognition. We have it here and this is
(04:48):
a great place. We're probably tohave the studios down here too. So
it's always lively, always fun,and I don't I don't have problem getting
a parking space because I'm here atfour thirty in the morning, so I'm
all good. But Susie Bond whichthank you, can rest everybody at the
food hall to I'll appreciate it.Thanks and good luck. Thank you for
seeing at the top on Monday,okay and Tuesday. I guess we should
(05:09):
say, all right, thank youfor being with us. Thank you
Man. The foundry right down herewhere our studio is, has the absolute
best food hall you're going to findanywhere in the land. Seventeen different kitchens,
right, Susie Bond, which,yes, correct, seventeen wonderful variety
of kitchens. And we're not theonly ones who know that the food hall
is one of the best, becausenow the nation knows. Correct. Yes,
we've been nominated for the top twentyand have the opportunity to be voted
(00:23):
number one in the country. Sopeople have to hop on the website right
at the USA Today website. Yes, all you have to do is look
up USA Today Top food Halls.It's the first link. You go in
and vote for us, and yourvote will count. Yeah, it's been
really close race. We're third rightnow. A couple of weeks ago we
were fourth. So the votes areworking. Yeah, we have until July
third, so about just under aweek. So go on there and vote.
(00:46):
Yeah, seventeen different kitchens in abar. And so tell me what
distinguishes the food hall, this particularone from all the others. Well,
so with Saint Louis, the foodsin here is awesome. I'm sure you
know. It's been great and soour food hall just the specific chefs and
the people who support Saint Louis.You can really feel that when you go
into the food hall at City Foundry. So it's very community driven and what's
(01:07):
a better place to bring community thanaround the dining room right on? Yeah,
it's great. And you know what'sreally cool about it too, is
it people sit together, you knowwhat I mean, Like you're sometimes you're
sitting at the same table as somebodyyou don't even know, fact if you've
been in there. And so SaintLouisen's love each other, so they don't
mind being like, hey, canI sit next to you? And also
what's great is you're looking over andyou're like, oh, I wonder what
they ordered, and then you starta conversation saying, well, where did
(01:30):
you get that brand new friend?Yeah? And great. Well, the
fact that there's even a list outthere. I didn't know that food halls
were a thing. I mean,and I didn't know that. I thought,
oh, this is really cool here. Yeah, but I didn't know
they were all over the country.There's actually over one hundred food halls in
the country. So the fact thatwe were even nominated for the Top twenty
is a huge honor and now wehave the chance to be number one.
(01:52):
Can't even believe it. Yeah,so how do you decide who? I
mean, obviously having a spot inthis food hall is coveted and you guys
are pretty choosy about who gets there, right, How does that decision may
How is that decision made? Sowe're definitely looking for people who are passionate
about their food. You go inthere and those chefs are like, we
have someone who is focused on theYucatan peninsula, so really unique variety of
(02:15):
food. And then we talk tothem. They're into Saint Louis and then
you know it's just for love firstsight for that. Yeah, so you
get the exotic and then you getthe basic because they know the burgers are
really great there, Yeah talks.What's great is we have the basics.
We have pizza, Photo's Pizza bya Gerard Craft. We have burgers,
some of the best burgers, andlike waffle fry, like extravaganza. But
(02:37):
then we also have unique variety likeSenegalese. If you've never tried it,
definitely go down. The flavors justexplode. And then also we have stl
toasted so really unique. Te Rabs. Louis celebrity there and so you might
go for a burger, but thenyou go in there and you're like,
oh, what's this? I mightwant to try this as well. So
(02:57):
yeah, really fun variety in there. I love the changeup on the whole
toasted rav thing. Have you hadit before? No? So what's so
interesting about it is that you think, oh, hey, tea rap I
love Tea rabs. You get itand it is like a huge pillow.
No air pocket is completely filled withgoodies, whether it's buffalo chicken, your
traditional ground beef, gooey butter cake. Oh nice, there's dessert Tea raps.
(03:20):
So again, can't find it anywhereelse. I'm totally in all right,
So people have to go to theUS and any website and it's only
through midnight. Monday, July thirdis the last day that you can vote,
and you can vote every day untilthen. So you vote today,
you're not done. We want youto vote tomorrow. We want you to
vote the next day. All ofthe votes are counting. Yeah. Also,
if you come on site, thereare QR codes everywhere, so just
(03:44):
pull out your phone, hit theQR code and it'll take you directly to
the site. Very cool and it'sfun to get die. I mean it's
Saint Louis. Everything is twenty minutesaway. Yeah, so even for people
living out in Saint Charles whatever,you're twenty minutes away from the best food
hall in the country, super close. Yeah, this is the desk Nation
worth coming to. Right on SusieBond, which I was going to ask
you how you got into this business, and then I figured, oh,
(04:05):
yeah, Joe the amazing. Iwas raised in restaurants, so to see
just like a one spot, across section of all the great cuisine and
saying Thois in one spot, it'sjust it just brings everything that I grew
up to in one area and it'sfantastic. So when you talk about good
food, we know that you canknow it. I mean, yeah,
(04:26):
you got the Bond, which signof approval. I love it for the
food hall. I love it.Well. Hopefully nationally you'll get the official
USA side of approval for the foodhall. I think we can get it.
We're folks. Yeah, it's verycool and it's always fun to have
some national recognition because I know youguys work super hard to make a really
great, good, some good recognition. We have it here and this is
(04:48):
a great place. We're probably tohave the studios down here too. So
it's always lively, always fun,and I don't I don't have problem getting
a parking space because I'm here atfour thirty in the morning, so I'm
all good. But Susie Bond whichthank you, can rest everybody at the
food hall to I'll appreciate it.Thanks and good luck. Thank you for
seeing at the top on Monday,okay and Tuesday. I guess we should
(05:09):
say, all right, thank youfor being with us. Thank you
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