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When the Manhattan-based juice concept decided to expand their franchise nationwide, its first chosen location was in the Lincoln Park neighborhood of Chicago. Partnering with Chicago-based studio, Oetee, the goal was to curate an atmosphere more fitting of the superfood client’s product. The team worked to align the focus of the brand and its store design with its existing philosophy—sustainability of self and planet. By starting with a clean, neutral pallet, the focus is immediately drawn to Pure Green’s vibrant product offerings. Expanding this with forward-looking materials, techniques and bold creative thinking helped implement a new perspective on the brand.

The custom tambour, floating banquette and dimensional brand elements highlight exposed layers of the sustainably-sourced Baltic Birch, adding depth and warmth to the space. Furniture and lighting from HAY and Muuto give a nod to traditional Danish simplicity. A vignette setting with hanging chairs and subtle touches of nature compose a calm setting for customers to re-charge and revitalize. Now considered their flagship location, Pure Green Chicago is characterized by enduring aesthetics, functionality, craftsmanship, and honest expression.


Design + Fabrication by Oetee

Photography by James John Jetel

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