2020 | Professional

MUSE Design Awards Silver Winner

The Post

Entrant Company

Brand Bureau LLC

Category

Conceptual Design - Public Space

Client's Name

QuadReal Property Group

Country / Region

United States

The former Vancouver Post Office building is the central hub of a new mixed-use development in an evolving neighborhood. Consisting of two glass towers flanking a mid-century modern building, Brand Bureau was brought in to create a unified overall brand experience before honing in on the ideal F&B strategy for the hub. The brand platform began by considering the intersection of the historic Post Office building with today’s tech-forward audience. The Post Office was once a modern-day marvel with the most advanced design, technologies, and systems, from underground conveyors to state-of-the-art engineering. Today, innovation is all around us, so this new iteration of The Post is a place that speaks to both the historic and contemporary connection to creation, experimentation, and innovation. In order to position The Post as a forward-thinking cultural leader, Brand Bureau identified the need to create robust, diverse, and exciting F&B offerings based on the neighborhood opportunity. We uncovered the target audiences of the project then addressed their needstates, digging deeper into what The Post offers them, how that offering makes them feel, and the different venues within the development that they will visit to achieve it. We looked at the Day in the Life of the individual audience members, highlighting each associated programmatic element to reveal how the mixed amenity plan will activate all parts of the building from day to night. From quick grab-and-go lunches to evening live performances, these varied experiences allow each person to experience something unique with every return visit. Through this considered strategy we were able to create a new culinary community for Vancouver in The Post, with a range of experiences and offerings for tenants, tourists, and locals alike that celebrates the intersection of ideas and culture in a dynamic and approachable way. With innovative tenants, art installations, cultural activations, communal spaces, and bespoke F&B offerings, The Post will be a multi-destination, drawing communities near and far to participate in the action and help shape tomorrow. It is more than a typical office building, it is a destination for change and a stage for stories.

Credits

Managing Director, Brand Bureau
Marion Emmanuelle
Associate Strategy Director, Brand Bureau
Melinda Welch
Senior Strategist, Brand Bureau
Sam Freeman
Senior Design Manager, Brand Bureau
Travis Schnupp
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