Holler & Dash, a new fast casual restaurant concept featuring chef-driven twists on southern classics, serves up comfort food with sizzling excitement in its sixth location in Atlanta’s Westside Ironworks neighborhood. The biscuit-inspired restaurant tasked FRCH with creating a localized design all while maintaining the distinct Holler and Dash branded expression. Bold graphics and hand-painted murals paired with original architectural details, create a one-of-a-kind dining experience.
Designed by FRCH Design Worldwide, the 3,000-square-foot Holler & Dash Atlanta location riffs on the notion of convergence by inviting the neighborhood inside with a signature front porch expression, complete with repurposed railroad ties and exposed beams framing the entrance. Within the environment, FRCH created opportunities to reclaim existing features like exposed brick walls and poured concrete flooring as a nod to the industrial origins of the location. The dining room is anchored by custom stained concrete community tables with multi-colored metal stools that boldly express the Holler & Dash color palette and further accent the feature seating.
Key design details are a response to the neighborhood’s more edgy aesthetic. Embedded throughout the design, FRCH utilizes hand-painted murals and artful graphic installations to express a site-specific brand tone of voice and aesthetic that both welcomes and guides guests through the restaurant. FRCH maintained and elaborated with a unique perspective on the Holler & Dash architectural language, graphics and tone of voice to express the brand in a way that is distinct for this Atlanta neighborhood location.
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