Surly Pizza Upstairs tossed it’s fine-dining-roots on it’s head, transforming into a dynamic fast-casual concept that is both an extension of the beer hall below and an experience all it’s own.
Work completed while at Shea Design.
Design Included:
Consultation with clients on strategic positioning, concept and brand differentiation, menu, and competitive market advantages.
Naming and brand positioning.
Creative direction to client in-house group on menu design and environmental graphics.
Creative direction on overall interior design strategy and vision for finishes and furniture styles.
Interior design, including: Space planning, operations and guest flow, creative problem solving around existing structural limitations, finish and furniture selections.
Designing and developing ownable, signature space elements to represent the brand in physical, non-literal ways, including: Statement lighting installation, beer bottle Surly sculpture, and striking red bartop.
Reviewing construction documents, managing and maintaining quality levels through small design details.
Developing strategy for signage, wayfinding, and menu structure, including unique and out-of-the-box solutions such as the custom “menu trough” along the length of guest queueing.
Client consultation on plating, flatware, table setting, packaging, and other guest touchpoints.
One-of-a-Kind Beer Bottle Installation
Working with local artisan Atom Pechman, I created a custom beer bottle sign backlit with vibrant red LEDs, mirroring their iconc exterior building sign
Custom Menu Trough
Running the length of the queueing area, my custom menu trough provides space for holding loose menus for guests’ convenience even at the busiest times when lines are out the door
Warmth meets wow
A wood bar top with a red epoxy bar pour creates a modern, unexpected, and lasting impression on guests.