Hospitality Design - November 2016 - 132

new icons

the prodigy

samantha
wasser

Creative Director
ESquared Hospitality

A black and white striped awning marks by CHLOE's first
Manhattan location in the West Village
Photo by ROBERT MALMBERG

As creative director of ESquared Hospitality
(which runs F&B stalwarts like BLT Steak,
BLT Prime, and BLT Burger, along with New
York's the Wayfarer, among others), Samantha
Wasser handles concept creation, branding,
and design for the company's new venues. So it
made sense that when chef and author Chloe
Coscarelli (the first vegan chef to win a culinary
TV competition-Food Network's Cupcake
Wars) was looking for a partner for a fast-casual
vegan concept and reached out to ESquared,

Branded items at Sweets by CHLOE are
meant to be fun and approachable

132

November 2016 hospitalitydesign.com

Wasser-daughter of CEO Jimmy Haber-would
take charge of the newly founded by CHLOE
empire, which opened its first location last year in
Manhattan's West Village.
Not that the made-from-scratch vegan leap
was easy for a company known for steak. Haber
"was a little hesitant about the concept," explains
Wasser, who was named to Zagat's "30 under
30" list in 2014 for her restaurant development
work-"because, he said, 'There's not that
many vegans in the world-how is this going

The bakery case at Sweets by CHLOE

to be successful?'" But by CHLOE appeals to
more than non-meat eaters. "We have to target
everyone else and tell them that it's not just about
people who are vegan, it's about people who are
avoiding dairy, gluten, or any of those things,"
she says.
Wasser has learned through trial by fire.
For her first project for ESquared, Horchata, a
Mexican restaurant in New York, her dad went
with the same approach he used when he taught
her how to swim, "which was throwing me in

Neon signs of a burger and fries line
brick walls at by CHLOE in Silver Lake


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Hospitality Design - November 2016

Table of Contents for the Digital Edition of Hospitality Design - November 2016

Hospitality Design - November 2016
Contents
Online TOC
From the Editor
From the Guest Editor
Perspectives
Memoir
Places Tel Aviv
Places Jason’s Picks
5 Questions for John Mcdonald
Products
Profile Jono Pandolfi
Lighting
Seating
Wallcoverings
The New Icons
Ad Index
Back Space
Hospitality Design - November 2016 - Hospitality Design - November 2016
Hospitality Design - November 2016 - Cover2
Hospitality Design - November 2016 - 1
Hospitality Design - November 2016 - 2
Hospitality Design - November 2016 - 3
Hospitality Design - November 2016 - 4
Hospitality Design - November 2016 - 5
Hospitality Design - November 2016 - 6
Hospitality Design - November 2016 - 7
Hospitality Design - November 2016 - 8
Hospitality Design - November 2016 - 9
Hospitality Design - November 2016 - 10
Hospitality Design - November 2016 - 11
Hospitality Design - November 2016 - 12
Hospitality Design - November 2016 - Contents
Hospitality Design - November 2016 - 14
Hospitality Design - November 2016 - 15
Hospitality Design - November 2016 - 16
Hospitality Design - November 2016 - Online TOC
Hospitality Design - November 2016 - 18
Hospitality Design - November 2016 - 19
Hospitality Design - November 2016 - 20
Hospitality Design - November 2016 - 21
Hospitality Design - November 2016 - From the Editor
Hospitality Design - November 2016 - 23
Hospitality Design - November 2016 - 24
Hospitality Design - November 2016 - 25
Hospitality Design - November 2016 - From the Guest Editor
Hospitality Design - November 2016 - 27
Hospitality Design - November 2016 - 28
Hospitality Design - November 2016 - 29
Hospitality Design - November 2016 - 30
Hospitality Design - November 2016 - 31
Hospitality Design - November 2016 - 32
Hospitality Design - November 2016 - 33
Hospitality Design - November 2016 - 34
Hospitality Design - November 2016 - Perspectives
Hospitality Design - November 2016 - 36
Hospitality Design - November 2016 - 37
Hospitality Design - November 2016 - 38
Hospitality Design - November 2016 - Memoir
Hospitality Design - November 2016 - 40
Hospitality Design - November 2016 - 41
Hospitality Design - November 2016 - 42
Hospitality Design - November 2016 - 43
Hospitality Design - November 2016 - 44
Hospitality Design - November 2016 - Places Tel Aviv
Hospitality Design - November 2016 - 46
Hospitality Design - November 2016 - 47
Hospitality Design - November 2016 - 48
Hospitality Design - November 2016 - 49
Hospitality Design - November 2016 - 50
Hospitality Design - November 2016 - 51
Hospitality Design - November 2016 - 52
Hospitality Design - November 2016 - Places Jason’s Picks
Hospitality Design - November 2016 - 54
Hospitality Design - November 2016 - 55
Hospitality Design - November 2016 - 56
Hospitality Design - November 2016 - 57
Hospitality Design - November 2016 - 58
Hospitality Design - November 2016 - 59
Hospitality Design - November 2016 - 60
Hospitality Design - November 2016 - 61
Hospitality Design - November 2016 - 62
Hospitality Design - November 2016 - 63
Hospitality Design - November 2016 - 64
Hospitality Design - November 2016 - 65
Hospitality Design - November 2016 - 66
Hospitality Design - November 2016 - 67
Hospitality Design - November 2016 - 5 Questions for John Mcdonald
Hospitality Design - November 2016 - 69
Hospitality Design - November 2016 - 70
Hospitality Design - November 2016 - 71
Hospitality Design - November 2016 - 72
Hospitality Design - November 2016 - 73
Hospitality Design - November 2016 - 74
Hospitality Design - November 2016 - Products
Hospitality Design - November 2016 - 76
Hospitality Design - November 2016 - 77
Hospitality Design - November 2016 - 78
Hospitality Design - November 2016 - Profile Jono Pandolfi
Hospitality Design - November 2016 - 80
Hospitality Design - November 2016 - 81
Hospitality Design - November 2016 - 82
Hospitality Design - November 2016 - Lighting
Hospitality Design - November 2016 - 84
Hospitality Design - November 2016 - 85
Hospitality Design - November 2016 - 86
Hospitality Design - November 2016 - 87
Hospitality Design - November 2016 - 88
Hospitality Design - November 2016 - 89
Hospitality Design - November 2016 - 90
Hospitality Design - November 2016 - Seating
Hospitality Design - November 2016 - 92
Hospitality Design - November 2016 - 93
Hospitality Design - November 2016 - 94
Hospitality Design - November 2016 - 95
Hospitality Design - November 2016 - 96
Hospitality Design - November 2016 - 97
Hospitality Design - November 2016 - 98
Hospitality Design - November 2016 - Wallcoverings
Hospitality Design - November 2016 - 100
Hospitality Design - November 2016 - 101
Hospitality Design - November 2016 - 102
Hospitality Design - November 2016 - 103
Hospitality Design - November 2016 - 104
Hospitality Design - November 2016 - The New Icons
Hospitality Design - November 2016 - 106
Hospitality Design - November 2016 - 107
Hospitality Design - November 2016 - 108
Hospitality Design - November 2016 - 109
Hospitality Design - November 2016 - 110
Hospitality Design - November 2016 - 111
Hospitality Design - November 2016 - 112
Hospitality Design - November 2016 - 113
Hospitality Design - November 2016 - 114
Hospitality Design - November 2016 - 115
Hospitality Design - November 2016 - 116
Hospitality Design - November 2016 - 117
Hospitality Design - November 2016 - 118
Hospitality Design - November 2016 - 119
Hospitality Design - November 2016 - 120
Hospitality Design - November 2016 - 121
Hospitality Design - November 2016 - 122
Hospitality Design - November 2016 - 123
Hospitality Design - November 2016 - 124
Hospitality Design - November 2016 - 125
Hospitality Design - November 2016 - 126
Hospitality Design - November 2016 - 127
Hospitality Design - November 2016 - 128
Hospitality Design - November 2016 - 129
Hospitality Design - November 2016 - 130
Hospitality Design - November 2016 - 131
Hospitality Design - November 2016 - 132
Hospitality Design - November 2016 - 133
Hospitality Design - November 2016 - 134
Hospitality Design - November 2016 - 135
Hospitality Design - November 2016 - 136
Hospitality Design - November 2016 - 137
Hospitality Design - November 2016 - 138
Hospitality Design - November 2016 - 139
Hospitality Design - November 2016 - 140
Hospitality Design - November 2016 - 141
Hospitality Design - November 2016 - Ad Index
Hospitality Design - November 2016 - 143
Hospitality Design - November 2016 - Back Space
Hospitality Design - November 2016 - Cover3
Hospitality Design - November 2016 - Cover4
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