My husband comes from Utrecht, so it’s always good to receive news from his hometown.
An exciting new food court has just opened at Jaarbeurs, the Netherlands’ largest exhibition, convention and event center in Utrecht.
It was designed by UXUS, a Dutch retail and hospitality branding company that reimagines customer experiences for the world’s leading brands.
To celebrate the venue’s 100th year anniversary, UXUS created Speys—a central meeting space located between the cimema and exhibition halls.
Speys is an old Dutch word that means “food”, and the food court was designed to be a fast, casual dining experience with an industrious market hall feel. It offers freshly prepared food for lunch, coffee, dining, evening drinks, and work space throughout the day.
Speys seats 520 people, plus 140 including the outdoor terrace. The seat plan can accommodate group meetings, larger events and private parties.
“The standout features of the space are the geometric canopies which break up the hall into food zones and create the Speys signature look. We wanted to play with the height of the building,” said Bart Lans, Architect and Senior designer at UXUS.
“The changing light levels accentuate the mood for day and night while the canopies regulate the acoustics of the space.”
Speys features a mezzanine that divides the space and adds an elevated area with additional seating among the canopies.
UXUS used inspiration from the rich visual heritage of the venue to play
with pattern and scale in the design, including a selection of archive posters displayed as part of the scheme. The vintage posters formed the starting point for the Speys graphic identity, using vintage typography in the different zones.
An art deco feel has been achieved with old cinematic lighting and geometric patterns.
UXUS worked in collaboration with food and beverage concept developers Conceptional to develop the menu, back of house, customer experience and flow of the space.
The food outlets can be broken down into Koffe&Graan (coffee and wheat), Hop (beer),
Rund (beef), Basilicum (basil) and Olie&Azijn (oil and vinegar).
Each outlet has a different color palette and seating arrangements to reflect the cuisine.
To know more about Speys, like them on Facebook.