When Dean & Deluca originally began expanding, Steve designed their first store outside of NYC. Nearly two decades later, we helped them update their concept to maintain relevance in the changing market. What was originally a market / cafe combination had changed into a cafe / full-service wine room combination, but the space needed more definition.
Looking at the wine room from a brand standpoint, we improved the way the space translated to the customer. One of our main goals was to better communicate that the wine room also served as a full service location for appetizers, dinner and dessert.
Overall, we were able to update the Charlotte locations, while helping Dean & Deluca redefine their concept - so the new designs could be implemented at other locations across the country.