Panera Bread — Pop-Up Pantry

A full-scale, working environment 

Panera Bread
SoHo, New York City · 2016

MODA Role

Creative Direction · Experiential Design · Custom Fabrication
(Developed within an agency-produced context)

Context

To support Panera’s “Food As It Should Be” campaign, the brand set out to do more than communicate a message—it wanted to prove it.

The challenge was to translate a complex, values-driven food philosophy into a physical experience that could be understood instantly by media and the public alike. The solution was radical in its simplicity: build a real pantry and kitchen, then open it to the city.

The Big Idea

Design and produce a fully operational pantry and demonstration kitchen—capable of displaying and actively using all 450+ ingredients found across Panera’s menu.

The space would function simultaneously as:

• An educational environment

• A media briefing space

• A working kitchen

• A public-facing brand statement

Nothing would be symbolic. Everything would be real.

Scope & Contribution

MODA led the creative direction, experiential design, and spatial strategy for the Pop-Up Pantry, developed within a producing agency framework.

The work included:

• Leasing and transforming an empty retail storefront on one of SoHo’s remaining cobblestone streets

• Designing and building the space entirely from the ground up

• Custom-fabricating dual demonstration kitchen counters

• Designing and fabricating pantry shelving to display all 450+ ingredients

• Designing a bakery station and a large-scale ingredient timeline

• Creating a full chalkboard wall, hand-illustrated on site by a local artist over two days

• Designing and building a complete back-of-house kitchen for Panera chefs

• Integrating ten professional dual refrigeration units to properly store all ingredients

• Designing operational systems for constant cleaning, replenishment, and freshness

The environment was treated as working infrastructure, not a set.

Design Intent

The design emphasized transparency, honesty, and discipline.

Rather than hiding complexity, the space made it visible—inviting visitors to see, understand, and question what goes into their food. Materials, layout, and lighting were chosen to feel open, calm, and instructional rather than promotional.

Education was embedded into the architecture itself.

Outcome

Over two days, the Pop-Up Pantry became a major media and public destination—generating:

• 400+ million online impressions

• 1,500+ food samples distributed

• Extensive national and local media coverage

By turning ingredient transparency into a physical, participatory experience, the project helped shift the conversation around fast-casual food from marketing claims to demonstrable practice.

Attribution

This project was produced in collaboration with Allied Experiential. MODA contributed creative direction, experiential design, and custom fabrication within that collaboration.