Viru Keskus has long been known as the fashion "Mecca" of Estonia in the heart of the capital city, but lacked a strong food and beverage offering.

We were tasked with developing a food and beverage strategy for the site that would not only convert existing visitors but also generate new occasions, extending the trading hours of the mall and to drive a younger generation of customers. The brief was to create an on-trend destination that makes use of multiple spaces across the site including the underutilised terrace, whilst considering the opportunity for delivery and takeaway.

Following our unique occasion and customer modelling approach we recognised the gaps in the market considering the competitive landscape and trends, drawing inspiration from the international market. We defined a masterplan for the site with 6 core zones, with the centrepiece being a food hall.

Our work continued into supporting the realisation of the vision, working closely with the architects on space planning, designers on interiors and branding; and leasing agents on tenant mix and facilitated the international deal bringing world renowned brewer, Mikkeller as an anchor for the 15 unit food hall.

The venue launched in 2022 and attracted 560,000 visitors in it's first two months of trading, exceeding all initial expectations.