THEREdesign's expertise in designing spaces that evoke a desired response was key in transforming a formal restaurant into a relaxed, casual venue. Azure in the Lenox Hotel, designed by THEREdesign 8 years ago, was created as an elegant white-tablecloth restaurant. Though it saw much initial success, in light of a changing economy, the owners ask us to help them re-brand the space. Despite internal changes to the menu and price point, the restaurant's look, feel and name were not communicating an inviting, casual neighborhood experience the owners wanted.

The Briar Group, which owns 12 successful locations, had a strong vision for the type of experience they wanted to create. In re-branding the restaurant, the name was changed to City Table which related it to their other highly successful venue in the Lenox Hotel, City Bar (also a THEREdesign project.) City Table was re-branded as a comfortable eatery that offered a lively, informal experience. The colors were darkened, the lighting lowered and the colors of the bar made warmer. The tables and chairs are more tavern-like and yet the space itself in the historic Lenox retains its elegance through fabrics, draperies and artwork that were chosen to compliment the sophistication of the historic room.

The warm, casual feeling consistently fills the restaurant with diners throughout the week, both at the bar and at table seating. The re-branding of City Table increased overall revenues significantly even as menu prices were lowered, demonstrating that the restaurant is succeeding in achieving the client's goal of attracting and retaining many more patrons. The owners' investment into a strong brand and identity is quickly returned through the increase in business.

"The change in the menu and price point gets people in the door, but they come back because its a great place to be. Everybody comments on how different the room feels. It’s amazing how warm and inviting it is now."
Mike Carlisle, Food and Beverage Director - Briar Group