MLB FOODFEST
For those who haven’t been paying attention, Major League Baseball has been stepping up its game. Stadiums across the country are serving the type of top-notch fare that belongs in your feed, and we’re here to spread the word. We built out a striking new look for FoodFest to let people know this isn’t your dad’s MLB, then — to drive that point home — we reimagined some iconic baseball foods and served them up as irresistible Instabait. Using high-end concessions and unique photo moments as a hook, we drew in the Instagram + Foodie set and converted the baseball-interested into baseball fans.
With a very successful inaugural 2018 activation in New York, our challenge in 2019 was to expand the brand identity, activate in new markets and push the relationship between share-worthy activations and stadium food kiosks.
Company | MKG
Role | Senior Designer
Client | MLB
Date & Location | March 2019 // Los Angeles September 2019 // New York City
Los Angeles Event
Event Date: April 25 - April 28, 2019
Venue Size: approx 60,000 sq/ft
Event Attendees: 6,500
Design Challenges:
Exterior queue for ticketing, wristbands and bag checks
Interior second floor queue
Main hall space for 500 attendees, mixed use space for 33 food stands, activations and seating
Separate entrance and exits for smooth guest flow
10,000 - 15,000 sq/ft BOH cooking / catering
Tight column structure in existing venue and restricted sight lines
Design Work
NEW YORK EVENT
Event Date: September 21 - September 22, 2019
Venue Size: approx 30,000 - 45,000 sq/ft
Event Attendees: 5,000
Design Challenges:
Exterior and first floor queue for ticketing, wristbands and bag checks
Main hall activated on 2nd floor, half the sq/ft as LA event and space is divided into multiple rooms
Separate entrance and exits for smooth guest flow
10,000 - 15,000 sq/ft BOH cooking / catering
DESIGN WORK
