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It’s all about counter culture in this retro-meets-modern burger joint in Little Italy.
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By Mary Scoviak
Make it the same, but different. That was the order of the day from Burger Lounge founders Dean Loring and Michael Gilligan for the design of their fourth restaurant in
So the new location which opened last summer in Little Italy reiterates the brand references shared by its three sisters: pendant lights with a 60s pop art feel, orange umbrellas and cool white counters and tabletops made by 3form. But it spices up that basic design menu with its own signatures: recycled orange and white glass tiles and “action stripe” light boxes.
“The light boxes are really the most innovative part of the design. They're not just a fantastic visual; they also draw the eye away from the mechanical ductwork in the ceiling. In the evening, they create an interior glow that's visible from the street,” says Young. “They're a great design touch that will be utilized in future stores.”
Adding warm elements was important in this 1,280-square-foot-space, a conversion from its previous life as another fast-casual restaurant concept. Young chose 3form's materials for their sustainable provenance as well as “the way they take on light.” The subtle reflective quality takes down any harshness, making the space appealing to modernists drawn by the organic beef, turkey or veggie burgers.
Like the 10-item menu built around a motto of “doing a common thing uncommonly well,” the design starts with the essentials, then shakes them up to create something new. For example, stainless accents and the retro-inspired subway patterned tile behind the service counter effectively channel a diner atmosphere. Young made that modern by using 1½-inch-by-3-inch orange glass tiles instead of the typical ceramic squares. There are also fun touches, like the back-lit word wall. “If you take time to read the words carefully, it's pretty entertaining,” she says.
Finding the right balance between a branded look and individual garnishes is a priority for a young company considering a move into franchising. “Whether for the menu or the design, Burger Lounge is about taking a common product and elevating the quality with socially responsible ingredients. It's all the old meeting the new,” says Young.
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