It seems Vice is seriously stepping offline with the announcement of a new food hall to be launched under their'Munchies' brand.
Munchies will be responsible for curating the food hall inside the new American Dream mall by the Meadowlands in New Jersey, set to open next spring.
In a post on their website, the company said they were looking to create a space where people could eat “the kind of cuisine people actually seek out” and that the hall will give readers a chance to “interact with Munchies offline.”
There will be a total of 18 different vendors featured inside the mall, which will also house an indoor ski hill and the world’s largest indoor water park. There’s no news yet on which chefs, restaurants or brands will feature inside the hall but Vice are promising events, visiting chef demos and lots of delicious grub.
"The decision to create a Munchies Food Hall was a no-brainer. We're always looking for opportunities to expand the Munchies brand beyond digital media and to provide fun, offline experiences for our fans to taste, interact and learn, as well as tell our stories to new audiences. Food halls have always intrigued us, and we couldn't ask for more than partnering with a world-class operator like Triple Five,” said John Martin, Publisher of Munchies.
The announcement adds to the growing number of food hall openings in recent years, Ferran Adria and Jose Andres recently announced their own food hall for New York, however, stepping away from celebrity chef curation to a publisher like Vice is an interesting idea that will surely lead to a different kind of experience.