Arcade Food Theatre

MATTE developed the brand strategy and visual identity for Arcade Food Theatre, a new all-day food and drink concept in London's iconic Centre Point building. Arcade is a passionate, yet playful dive into a sensory-driven and versatile food market experience, bringing together a diverse collection of innovative restaurant brands from across London. From tone of voice to signage to the word "Arcade" itself, MATTE carefully considered every element of the market's physical space and digital footprints. Arcade's entire library of colors, shapes and textures is a nod to the lively world of experiences and flavors one may find in this food theatre.