The Foundry

HSB planned to lean into its own 150-year history of innovation in creating The Foundry, an upscale restaurant that would feature an industrial chic atmosphere designed to echo its storied past. With a vision in place — and not much else — we had just a little more than a year to carve out a presence in a crowded urban market. It was about creating the “impression” of an elevated experience well before The Foundry ever opened. We developed a detailed plan featuring carefully structured PR and highly targeted media designed to slowly uncover facets of the restaurant as we drew closer to its grand opening. By incorporating visuals of the high-end materials being used to create the restaurant, videos of menu items being prepared at a partner’s existing eatery, and images of the construction as it took place (e.g., highlighting the beautiful bar and sweeping skyline views) to slowly pull back the curtain prior to a full reveal.