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.