Kellogg's NYC

In 2015, Kellogg’s and Journee joined forces with a mission to reimagine a bowl of cereal. Unlike past short-term installations, this new partnership was formed around a commitment to creating a more enduring experience. As Kellogg’s turns 110 years old in 2016, we thought there would be no better way to celebrate than by doing something that the brand had never done before. And so, together, we built Kellogg’s NYC. Our first step was finding a location that was accessible to the world and also an appropriate home for the Kellogg’s brand. Times Square, with its infinite energy and iconic status, fit the bill to a T. Next, we needed to tap into the imagination of a chef who could think outside the box. Christina Tosi has been bringing an authentic, fresh, and wholesome perspective to using everyday items and could certainly make a great bowl of cereal even better. Finally, we set out to create an experience that would be just as familiar as enjoying a bowl of cereal in your own home, but with added elements that would surprise and delight just as much as discovering that hidden toy buried within. KELLOGG’s + JOURNEE For over 100 years, Kellogg’s has been feeding and fueling American families with better breakfasts. Founded on innovation and committed to nutrition, health, and quality, Kellogg’s continues to help people make the most of every day. A new division of Journee aptly named Co.create, founded by Anthony Rudolf and Sandra Di Capua, is a collaborative development firm that partners with established brands to create experience-based retail spaces.