New York styled dining room for Hellmann's Real in Antwerp

To introduce Hellmann’s Real to the Belgian market, the brand wanted a pop-up in the heart of Antwerp. The mayonnaise worked its magic, as in mid-April 2018, Richard’s Deli opened in the shadow of the cathedral: a striking, 'New York styled' eatery. True. food agency was responsible for the concept and design, while the execution was entrusted to Standmark. In just three weeks, our team transformed the space into a piece of New York right in the center of Antwerp.