The Fed

The Federal Deli is a little bit of NYC in downtown Auckland. Al Brown got in touch with his inner Woody Allen self, and then got in touch with us. Given that we’d walk five blocks for a Ruben sandwich, we immediately said ‘OK then’ and jumped on a plane with Al to Montreal and NYC for ‘research’. While not as glamorous as it sounds (all that eating and drinking), we got to experience first-hand real deli life. We crashed iPhoto with the reference material we shot and set about creating a space that referenced all the bits we liked, while putting a unique spin on things. Opened in 2013, its now the place to experience a bit of the Big Apple. With a side of pickles.

Interior, branding, website, done. Check please.








Fedral Evening005


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