Belly Up For A Biscuit
Holler & Dash, a new chef-driven fast casual restaurant with a Southern inspired menu, tasked FRCH with conceptualizing and developing a design strategy that would allow the restaurant to harmonize with local surroundings. Our design approach was to solidify core prototypical design elements and identify opportunities for flexibility in the design expression as a response to opportunities inherent to each site.
In West Midtown, Atlanta, FRCH envisioned a design that dials up the bolder side of Holler & Dash while seamlessly riffing on the industrial aesthetic of the surrounding neighborhood. The concept invites the community inside with an I-beam and railroad tie inspired front porch that recalls the industrial origins of the adjacent Westside Ironworks foundry. The interior design utilizes the site's original architectural features like exposed brick walls, existing window frames, and poured concrete flooring. In the dining room, concrete high-top community tables provide a place for guests to gather and experience the restaurant's signature seating style. A bespoke approach to environmental graphics embeds branded communication throughout the environment and brings to life a conversational tone of voice for unexpected moments of hospitality throughout the guest experience.