In 2015, Kellogg’s and Journee joined forces with a mission to reimagine a bowl of cereal. Unlike past short-term installations, this new partnership was formed around a commitment to creating a more enduring experience. As Kellogg’s turns 110 years old in 2016, we thought there would be no better way to celebrate than by doing something that the brand had never done before. And so, together, we built Kellogg’s NYC.
Our first step was finding a location that was accessible to the world and also an appropriate home for the Kellogg’s brand. Times Square, with its infinite energy and iconic status, fit the bill to a T. Next, we needed to tap into the imagination of a chef who could think outside the box. Christina Tosi has been bringing an authentic, fresh, and wholesome perspective to using everyday items and could certainly make a great bowl of cereal even better. Finally, we set out to create an experience that would be just as familiar as enjoying a bowl of cereal in your own home, but with added elements that would surprise and delight just as much as discovering that hidden toy buried within.
KELLOGG’s + JOURNEE
For over 100 years, Kellogg’s has been feeding and fueling American families with better breakfasts. Founded on innovation and committed to nutrition, health, and quality, Kellogg’s continues to help people make the most of every day.
A new division of Journee aptly named Co.create, founded by Anthony Rudolf and Sandra Di Capua, is a collaborative development firm that partners with established brands to create experience-based retail spaces.
Keep scrolling to learn more about all the incredible people who helped reimagine cereal with us.
Chef, founder, and owner of milk bar, Christina Tosi, has a way of looking at the world and food that immediately captivates with its charm. That’s why she was just the person to reimagine what a bowl of cereal could be.
FIVE ACRE FARMS
A great bowl of cereal is nothing without great milk. Kellogg’s NYC’s milk is provided by Five Acre Farms, which makes the best local food more broadly available to keep farmers farming.
VIRGO, GRAPHIC IDENTITY & DESIGN
By boldly combining characters and art from the historic Kellogg's archive with current characters and graphics, the design firm Virgo worked to create a graphic identity for the store that would capture the 100+ year-old legacy in a fun and modern way. From the logo to the cups, we think Virgo honored one of the most recognizable brands in the world while intertwining past and present.
One of the most memorable aspects of cereal is getting the prize at the bottom of the box. Just because you don't get the whole box, doesn't mean you don't get the prize! In fact, with help of the team at Insider NYC, we're taking the prizes to another level. From tickets for Hamilton to Bieber, VIP access to events, private tours, and free chauffeurs, no prize is too big for them to add to our toy chest.
CHIPMAN DESIGN ARCHITECTURE
We threw down the challenge of designing a space that is the antithesis of Times Square. After all, we believe the actual experience should be louder than any sign. Chipman Design Architecture, led by Gary Metzger, did just that.
SAMI CONSTRUCTION AND REMODELING
Sami is two for two, on time and on budget. (He's also a stellar guy!)
STEVEN FRAGALE, CHALK ART
Yes, that's real chalk! Please don't touch. Or do, we love having Steven around.
MARK JORDAN, FOOD PHOTOGRAPHY
Mark's work speaks for itself which is a good thing because he is one of the most humble and quiet people we know.