Foodmaker

Antwerp, Brussels, Gent, Hasselt, and Paris share a common thread—each city is home to at least one Foodmaker. This concept, created by Lieven Vanlommel, has captured the hearts and taste of those who appreciate good, healthy, and real food. Our team collaborated with Foodmaker to develop a strong brand concept that resonates at every touchpoint, whether customers are eating in or taking out.

In this project, we shared our expertise in strategy, interior design, and custom builds (yes, everything was designed and crafted in our own atelier). Curious what we did and how we did it? Keep reading ;)

Where Did We Start? Our process began with in-depth visits to various Foodmaker locations, where we analyzed customer flow and behavior. How do customers interact with the space? Where do they choose to sit? How do they make their food selections? Are they there to work, socialize, or simply enjoy a meal? How is the food presented?

These observations led to the creation of distinct Foodmaker personas, each with their own unique needs. Armed with these insights, we organized workshops with the Foodmaker team to understand their vision for the brand’s future.

Together, we identified several key elements that would shape our design approach:

All-Day Concept: The most significant insight was the need for a space that adapts to different times of the day and customer needs.

Food First: The food itself deserved a prime position, whether for take-out or dine-in, with a layout that facilitates a smooth, customer-centric experience.

Speed and Flexibility: Whether customers want to dine in, take out, work in a cozy corner, or share a sweet moment with family, you can do anything at Foodmaker.

Pure Ingredients, Pure Materials: Just as Foodmaker serves wholesome, real food, we believed it was essential to reflect this authenticity in the materials used for the interior. Solid wood, real leather, patina, textures, and tactile elements—these materials, with all their natural imperfections, bring beauty and integrity to the space.

Designing for the Future
With a clear understanding of who we were designing for, how they would use the space, and the key elements to consider, we faced one final challenge: scalability.
 
Scalability was crucial. Our goal was not just to design a single location but to create a concept that could be replicated across multiple venues. With our experience in franchise concepts and working with clients like Quick and ING, we knew how to design scalable solutions. We developed building blocks that could be customized to fit the unique needs of each location.

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Every element was custom-designed, so it was incredibly rewarding when the client responded with enthusiasm. The next step? Bringing these designs to life—literally. Every piece was crafted in our atelier.

And that’s how we are building the new Foodmaker. All of the images below represent Foodmaker Square at De Meeûssquare 38 in Brussels. Stay tuned, for the other locations to revamp. We can’t wait to see how this turns out!