Hospitality Design - October 2013 - 62

perspectives

trends

fast casual dining
7

8

9

Angeles area. “Instead of being greeted by a hostess, and then a busboy,
and then waitstaff, the customer puts herself through the first steps. The
designer has to think in terms of who’s grabbing and going, who’s sitting
down, and how to keep the line moving.”
Emphasizing made-to-order salads and wraps, the small chain’s
branches feature a communal dining table and farmhouse motifs. Sourced
imagery like labels from old vegetable crates that have been enlarged and
then antiqued are key components. “We even changed the names so they
say Rollo Family Gardens to refer to the owners,” laughs Jones. Colorful
tiles, reclaimed wood, and living walls are other common touches. Given
the name, green hues not unexpectedly make repeat appearances, on
painted walls and in large photos of lettuce leaves. While the overall look
is au courant rustic, we’re trying to “freshen up and move away from all of
those warm brown tones,” Jones comments.

Lemonade

In working on seven (of a dozen) Lemonade outlets, also centered in LA
and with a similar food concept (they call it “Southern California comfort
food”), designer Ilan Dei of Venice, California-based Ilan Dei Studio,
looked to the chainlet’s name for design cues, as well. So citrus washes and
juicy accents enliven the spaces’ modernist interiors of poured concrete,
stainless steel, and white walls.
As the brand has evolved over the years, its cafeteria-style casualness
had been adapted to stretch into the evening. “That’s a challenge,” says
Dei, “because at night you have to dial down”—an effort he achieved via
a judicious lighting scheme and by using surfaces, such as upholstered
booths, that work to deaden sound. As the brand examines a move
eastward, Dei is confident that the “kit of parts” his studio has developed
will continue to serve it well. “We’ve worked hard to anchor the brand to
the West Coast and to assemble elements that can translate those motifs,
no matter where we end up,” he says.

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October 2013 hospitalitydesign.com

7+8. At Lemonade,
citrus hues embolden
white walls and
modernist concrete and
stainless steel.
9. Orange colander
light fixtures and slatted
beach chairs made from
recycled plastic bottles
are an ode to Baja surfer
culture at Costa Vida
Fresh Mexican Grill.

Costa Vida Fresh Mexican Grill

That adaptability will be even more important for the designers
responsible for Costa Vida Fresh Mexican Grill, a 10-year-old brand with
about 50 units and ambitious plans for rapid expansion. Seattle-based
superGraphics has been charged with developing a new look for its
existing restaurants and for the next 200 or so it rolls out. The redesign
retains the brand’s original concept—an homage to Baja surfer culture—
but with a little more sophistication. “The old look had a token atmosphere
with posters and lantern lights, and we wanted to focus more on coastal life
overall,” says superGraphics’ Drew Riley.
Elements include an undulating ceiling made from strips of cedar
randomly stained in the alabaster of sand, the orange of the sun, and the
teal of the ocean. Custom wallpaper presents a textured white backdrop
for a digitally printed graffiti design, bright orange colanders serve as light
fixtures, and slatted beach chairs are made from recycled plastic bottles.
The chairs were bought in bulk—some 3,000 of them—as were other
elements, all with a mind to replicating the design. “Our brief was to avoid
surfer shack clichés,” says Riley, “and, importantly, to provide for easy
repetition.” hd
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