Crossroads Collective

MILWAUKEE’S FOODIEST FOOD HALL

At 7,000 square feet, Crossroads Collective would be considered a micro food hall — 8 vendors, noted Tim Gokhman, director of New Land Enterprises, the development company that owns the building at E. North and N. Farwell avenues. But 7,000 square feet is enormous for a single restaurant by today's standards.

SCOPE OF THE PROJECT

Branding + Identity
Web Design
Web Development

CHALLENGE

Milwaukee’s first modern food hall took over a space formerly occupied by Oriental Drugs—an iconic pharmacy, diner and “crossroads” for the city’s diverse downtown residents, artists and businesspeople.

OUTCOME

Since opening in 2018 on the corner of Milwaukee’s most storied intersection, Crossroads Collective has quickly become the city’s most talked about food hall. The restaurant opened to rave reviews and more diners discover—or rather re-discover—this gem every week, returning the corner to its former melting pot glory.

THE BUILDING

After a succession of restaurants, the former Oriental Drugs building on the east side is taking a new tack: a food hall of six or seven vendors due in the fall, plus a little speakeasy off the alley. Clinging to the spirit and sense of community of the gone-but-not-forgotten Oriental Drugs — properly known as Oriental Pharmacy but immortalized in the "I'm Hooked on Oriental Drugs" T-shirt. The pharmacy and its popular lunch counter, which had its roots in the 1930s, closed in October 1995.

THE FOOD HALL

Food halls, unlike food courts, shun national chains and rely on local operators and made-from-scratch meals. In addition to restaurants, they sometimes include shops that sell items such as artisanal cheeses and handmade chocolates. Like food courts, though, food halls have counter service. They've become popular across the country, with more than 100 standing coast-to-coast, including more than a dozen in New York City alone. Food halls typically range from 5,000 to more than 40,000 square feet.

BRANDING

The branding strategy was to capture the spirit of a place where the unique people and palates of Milwaukee intersect. Using the unique shape of the (six-cornered) intersection as inspiration, we incorporated elements of the space’s modern design, including the dot-tile textures.

WEB

Unlike food courts made up of fast food chains, food halls typically mix local artisan restaurants, butcher shops and other food-oriented boutiques under one roof. The general Milwaukee public and visitors are seeking a unique dining experience. They are coming for a curated dining experience that is closely tied to the local community.