Parzvl case study
Experiential & Entertainment

Bagel Street

A 230,000-square-foot bagel museum for New York.
Built in renders before it's built in brick.

Bagel Street flagship render in Vornado's Penn Plaza district: green-and-copper tile facade, cream-cheese script signage, crowds at the doors

Penn Plaza flagship · concept renders by Parzvl

Overview

Bagel Street is New York's famous bagel museum: a 230,000-square-foot flagship imagined for Vornado's Penn Plaza district. Walk-through history, tasting stations, an Everything Shop, a working basement bakery. With The Ski Team, we built the world in renders and shipped it as a 25-slide concept deck.

Responsibilities

  • Concept Development
  • World Building
  • Art Direction
  • Imagery
  • Deck Design & Build
  • Copywriting
parzvl.com/bagelstreet
The speakeasy arcade behind the phone booth: Bagel Bazooka midway game, pinball, neon

The speakeasy arcade · dial 338 to get in

The world

Step into 1910: recreated Lower East Side bagel bakery exhibit
Tasting stations inside the museum
The Everything Shop retail floor
The working basement bagel factory

Four rooms of the walk-through

The Schmear Plunge: a cream-cheese foam pit under a neon bagel arch, families mid-jump

The schmear plunge

Bagel Street corner location at dusk with a roped line around the block

The line around the block

The program

The museum

Step into 1910, the machine age, and the Lender's story. History you walk through.

The tastings

Tasting stations and the schmear plunge. Exhibits you eat.

The Everything Shop

Pantry and merch, from deli-case classics to the lux everything.

Below street level

A working bagel factory, a classroom, and a speakeasy arcade hidden behind a phone booth. Dial 338, the old bagel bakers' union local, and the wall opens.

Credits

Client

The Ski Team

Concept

The Ski Team with Parzvl

Imagery & deck

Parzvl

See the deck