MARKET SOUTH westside provisions atlanta, ga est. 2016
jessica smith jonathan matos manon audibert
visual communications in fashion scad spring 2015
MARKET SOUTH
southern food & culture emporium
MARKET SOUTH brings together the best of what southern food and culture has to offer. Between butter churned the oldfashioned way with cultures and enzymes that enhance quality, texture and taste to learning how to can preserves from start to finish. MARKET SOUTH brings to Atlanta a style of shopping that has long existing, however focusing soley on how impactful and powerful southern food and southern culture can be. Keeping a keen eye on Atlanta, due to its location, we would also like to exhibit all regional states. Kentucky, North Carolina, just to name a few all have a rising focus on their local food. Louisianna has been a spear-header in southern food and culture for generations. Our aim is to have continually evolving, exciting opportunities occuring at MARKET SOUTH. Each month, we would like to showcase a state, city, region, food item or craft. Whether it be a month devoted to cornbread, or a month dedicated to New Orleans, each month will be excitement and anticipation. Education is key here, and getting knowledge about southern food culture is our aim, in the most interesting and intriguing ways.
VENDORS & OFFERINGS
| steven satterfield | miller union | preserving place | holeman & finch | h & f bread co | | pie shop | pine street market | virginia ham | alabama chanin | callie’s biscuits | | southern foodways alliance | overall co | savannah bee company | many fold farms | | the hil at serenbe | 13 colonies whiskey | pearsons farms | high road craft | ice cream | | king of pops | | banner butter | big spoon roasters | adam evans |
LOCATION & POSSIBILITY
WHITE PROVISIONS DISTRICT west midtown | atlanta, ga
we have chosen the White Provisions District of west midtown atlanta for the location of Market South. from the begining, we did not want to intercept with any business that promotes local food and southern culture in any way. there is currently no farmer’s market setup in the White Provisions District which will not hinder any sales or take away from the local businesses who depend on events, like a farmer’s market. Many of our vendors also reside in the neighboring areas. we want our consumers to have easy access to the market. White Provisions District is located in a very convenient area, centrally located for easy access to different types of clientele. the retail environment around White Provisions also contributes to the appeal of location with local landmarks like Seed Factory and Crafted Westside, but also contains brands that coincide with our mission, such as Billy Reid, Free People and Lululemon. Restaurants are also an important key feature, and between the amazing tastes of Taqueria del Sol, Star Provisions, JCT Kitchen, Yeah! Burger and Ormsby’s.
CUSTOMER PROFILE
CUSTOMER DEMOGRAPHICS
HOW TO REACH CUSTOMER?
our customer covers a larger range of types of people. from the environmentally conscious mother concerned about what her children eat and like to support local business, to the avid foodie who is always on the search for the best ingredients, recipes and most exciting ways to prepare food. each customer understands and appreciates southern food culture. the rise of people who want responsibly sourced products has been growing exponentially.
our main focus will be advertising in top food magazines such as Garden & Gun, Southern Living, Bon Apetit, The Atlantan, Gravy, Deep South... The Southern Foodways Alliance (SFA) will also be another instrumental help to getting the word out to customers. word-of-mouth is also a huge contributor, as the southern food industry is such a tight-knit community. ideas also could include a competition of sorts, lectures, tastings, mentorships from outstanding chefs, or showcasing of winner’s recipes... social media will also be important to showcase promotional events, classes and any other information regarding the market.
SOUTHERN FOODWAYS ALLIANCE
FARMERS MARKETS
THE SLOW FOOD MOVEMENT
THE ATLANTA PROJECT
CASE STUDY & INITIAL INSPIRATION FOODHALLEN
amsterdam west, holland
| transforming a neglected space, to bring diversity, culture, community and food. bringing local flair, while respecting southern traditions and visions. | | showcasing and highlighting key tastemakers, chefs, artisans, all with a common understanding: southern pride. slow food movement. |
EATALY
new york city, united states
MOODBOARDS
THEME
CONCEPT
PAT I O
LIGHTING
EATALY inspiration
FLOORPLAN
EVENT LAUNCH
EVENT