Sparrow’s Gourmet Snacks, Reading Terminal Market
Awarded Best Retail Redesign by American Society of Interior Designers
This project provides a surprising moment of elegance and calmness in one of Philadelphia’s most beloved and lively historical landmark: Reading Terminal Market. Our client is a merchant of premium food snacks, and needed a space and signage that expresses the quality of their products. The program was to hide a dish room, while providing a series of attractive retail display surfaces, and a staff area that includes popcorn making and cashier functions.
Our work involved everything - from architectural layout and engineering coordination, to all things brand identity, down to tiniest details (like the diameter of aviation cable needed for chevron panel suspension, and how it threads through the pre-drilled holes of each panel). All of the branded fixtures, furniture, signage you see here were designed and fabricated by our team off site, and delivered to the site for the Market’s contractor to install.
There were many limitations to what we could do. Historical ironwork, fragile floor structure, complicated ceiling elements were some of the many things we had to work around and work with. It was not enough for us to come up with the concept; we had to also figure out the how, who, when (working mostly at night after market operating hours to resolve all details on site.)
We turned every limitation into an opportunity. We stayed consistent with colors, materials, patterns (charcoal stained oak; gunmetal and brass powder coated metals; chevron patterning; stylized font) to evoke a cleanliness that stands out from the visual noise of the Market. The showstopping signage elements were scaled to fit perfectly for sightlines near and far. Under the main marquee, the glass pendants around the cashier area completes the corner experience. The lasercut chevron awning were designed to visually separate the calming oasis we have created below from the chaotic ceiling elements overhead; the apertures were sized to evoke a welcoming airiness. To reference the historical ironwork, we gave the brass structures of our shelving and tiered table stylized finials at the top.
We created a complete retail experience with differently scaled elements to make the space unforgettable. This project provides a glowing beacon within the iconic Market, elevating the Market experience for all who pass by.
