These are the sketches that started David Jones' $100 million journey.
As the department store repositions its fashion-first strategy to adopt a premium food offering, these drafts mark the starting point of the transition.
David Jones engaged Landini Associates to help reinvent its food proposition, starting with its flagship at Bondi Junction.
To be unveiled today, the the new design has replaced the existing food hall with multiple specialist “worlds” of food.
As customers literally enter through kitchens, developed in collaboration with David Jones Food Services partner Neil Perry, they are surrounded by dishes, pre-prepared meals and sourced products.
Multiple dining options litter the 2,500 sqm space; with the butchers, fishmongers, a re-imagined 12 metre oyster and wine bar, grills, cafes and a private dining room.
Landini Associates creative director Mark Landini said the design marks a dramatic shift for the department store.
“Customers asked us to be bold and challenge their perceptions of what a David Jones food offer should look like.
"In the technological and fast paced world that we live in food plays an increasingly important role in the celebration of what it means to be alive.
"Our job has been to help create a space that calmly supports this reinvention of David Jones food.”