A celebration of community

In our original masterplan for Wests Ashfield we envisioned a garden focused food and beverage space. The question was, what should that be, and how to make it unique in the sophisticated inner west market?

To clearly define the opportunity, Wests Ashfield engaged food and hospitality consultants, Future Food to conduct gap analysis research. The findings pointed clearly to the opportunity for a farm to fork garden precinct which married to our original garden vision design.

The objective was to engage with the surrounding inner west foodie community (who may not normally patronise the club), and to do this through design, branding, marketing and an authentic farm to fork offering.

A new demographic

The design we developed for this $4M project is a celebration of the garden environment, with the inspiration coming from the notion of sitting under a tree eating a meal with your family, and focused around landscape pergola dining.

The Garden is clearly a unique offering and the club has now extended membership and patronage to a whole new younger demographic. This provides a strong connection to the inner west community and the design has served as a powerful marketing tool, both in editorial and in social media, and has been written about as one of the few true farm to fork restaurants in Sydney.

The Garden is generally fully booked on weekends, and also attracts large group bookings for events and is clearly attracting a younger crowd who bring their families to enjoy the beautiful food and surroundings.

The inspiration comes from the notion of sitting under a tree eating a meal with your family.