Hospitality Design - November 2016 - 133

The brand's signature striped floors and
swing chairs in the West Village location

the pool and being like, 'Have at it,'" she says. "He
wouldn't give me any help." She found a branding
partner, worked with purveyors in Mexico, and
designed it with a DIY approach. "My husband
and I hung all the string lights on the ceiling, I
painted the bathroom. But I learned so much.
The approach worked because I had to step up. I
had to figure it out."
Haber's trust in her for by CHLOE has paid
off as well, as expansion has been rapid, with a
first West Coast location (in the 365 by Whole
Foods Market in Los Angeles' Silver Lake area),

one in Manhattan's Flatiron neighborhood, and a
standalone bakery next to the inaugural outpost
all opening this past year. And the ability to scale
the concept into different offerings is key both
to brand growth and name, Wasser points out.
"We left the [space] in front of 'by' blank for that
purpose. That way if we want to open a juice bar,
we could do Juice by CHLOE or we could do ice
cream with Chill by CHLOE, and the bakery is
Sweets by CHLOE."
That thought process extends to the design
as well. "We didn't want every single restaurant

Sweets by CHLOE's pink and white palette extends inside

Photos of Silver Lake by SIERRA PRESCOTT

Kitschy décor defines
Sweets by CHLOE

Colorful striped seating at by
CHLOE's Silver Lake outpost

to be a carbon copy of the other," she explains, so
while the swing chairs, striped flooring, ceiling,
and wall tiles appear in all locations, "we change
the fabric for each space," she says. And where
black and white striped awnings mark the
original (which was crafted in collaboration with
locally based Dekar Design), Sweets by CHLOE
gets pink and white, and those at an upcoming
by CHLOE location in Boston's Fenway
neighborhood will be red and white, says Wasser,
who adds that by CHLOEs in the city's Seaport
District and New York's South Street Seaport and
Williamsburg, Brooklyn neighborhoods are set to
open in the coming year.
As for branding and materials (Wasser
works with Paperwhite Studio on by CHLOE
and some of ESquared's other concepts), she
describes the look as "super kitschy and cute-
unintimidating, because the word vegan is so
scary. [But] people don't even know it's vegan
when they walk in."
Next up: She is trying her hand at Italian
food, with a new fast-casual offering called Sosta.
"It's healthy Italian. All the pastas and sauces
are going to be made from scratch, so it's fewer
ingredients than we're using at by CHLOE. It's
still light and airy but with cleaner lines, texturefocused, and more minimal branding. It's more
like Wes Anderson vintage-inspired Italian."
The first outpost debuts early next year in
the West Village, with a design by Alexander
Waterworth Interiors. "Everyone just wants
good food at low price points," she adds. "That's
what I want."

hospitalitydesign.com November 2016

133


http://www.hospitalitydesign.com

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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