Food52 is a gathering place for everyone who believes the kitchen is at the heart of the home, and food is the center of a life well-lived. The founders Amanda Hesser and Merrill Stubbs tapped Uppercase to develop a concept for a holiday pop-up in Westfield's Oculus WTC in New York City. Uppercase designed, built, and operated the pop-up driving increased brand awareness and proving out retail as a profitable channel for the well-loved brand.