On the former site of the Fulton Fish Market, The Fulton is a waterfront tribute to an area chef Jean-Georges Vongerichten fell in love with in his early years.

The branding is an homage to the romantic lyricism of the sea, with fluid wave motifs added to the already elegant Mr Sopkin by Sudtipos and watercolor washes used throughout. Lost Type’s Mort Modern lends a high-end and legible note to the menu and signage system while House Industries’ Chalet Book acts as a more utilitarian sans without compromising personality.