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Project: BURGERWORKS BY RED ROBIN, CHICAGO, IL.

Featured members:

Design: ID & Design International

Size: 2,200 sf

Completion: February 2015

Photography: Ballogg Photography


FUN, POP ART GRAPHICS, AMERICANA COLLAGES, AND SIMPLE FLAME ICONS CREATE A BOLD, ENERGIC VIBE THAT GRABS THE ATTENTION OF PASSERSBY ON A BUSY STREET. Using the high-impact marketing message emphasizes product offerings and drives brand identity for this fast-casual prototype design, specifically catering to an urban consumer who wants an "all-American burger joint where you can get your quick fix of yummm!"

The layout and functions of the previous tenant, a juice store, were not applicable causing a complete reworking of the interior flow. Streamlining the Red Robin brand into a smaller scale fast-casual prototype, the project’s objective develops space planning strategies and cohesive graphic and finish concepts that incorporate the brand's character into a new casual and urban dining experience.

Overscaled graphics strategically placed at vantage points create high visibility. A simple glass wall with a branded YUMMM serves as a buffer for both traffic and cold wind from the entrance. It also drives incoming traffic to the right and does not interfere with guests leaving. Varied seating options such as a high-top window counter, distressed wood banquettes with graphic privacy panels, and dining height tables create a flexible dining-room feel within a compact footprint. Distressed slate gray floors, charcoal walls, and black metal accents ground the space and add an urban sensibility. The light “beetle kill” wood adds a quality, farm-raised vibe with a reclaimed material indigenous to the area. To complete the brand’s new look, a contrasting color scheme using the signature Red Robin red, crisp white, and denim blue establishes BurgerWorks as an urban all-American burger joint.