CLIENT: La Zona

Two spaces wrapped into one, La Zona promotes an eccentric, causal and fun idiosyncratic experience.

ArchitectureBarBrandingBuilding DesignInteriorsMenu DesignName DevelopmentPrint DesignRestaurantSignage DesignSite DesignSpace LayoutUniform Design

Brief

Location: Fort Worth, Texas

Year: 2018

Program: Hotel Madrid: 1,500 sf Saint Sofia: 350 sf

 

Approach

Comprised of two separate concepts, Hotel Madrid and Saint Sofia, La Zona aimed to embody the stylistic quality of its Idiosyncratic cuisine. The intent for this retrofit restaurant and churreria experience was to bring experiences of Mediterranean hotels and Latin-American chapels in a quirky aesthetically pleasing mix.

Outcome

On one end, Hotel Madrid is refinished in clean, white plaster walls that serve as a canvas for movie projections. Inside, custom checkerboard printed, black and white concrete floors work perfectly with the raw plastered walls layered in a custom multi-colored mural. The main bar is faced in Moroccan concrete tiles with voids that reveal the mortar behind. Intentionally imperfect demolished brick walls lend a nod to the building’s history. Wood paneled wainscot and vintage floral wallpaper line the hall walls and ceilings leading to the restrooms behind. Saint Sofia, Hotel Madrid’s sister churreria, holds onto its existing shell tighter than Hotel Madrid. Refinished CMU and vintage wood doors mixed with a bright sign reading ‘churros’ make up this simple structure, mimicking the straight forwardness of the food served inside. Together, these concepts form an experience that mirrors the eccentric food served within its walls.

Branding

The vibrant La Zona branding brings in elements inspired by Mediterranean tile patterns tying back into the restaurant’s European concept and approach.

The primary La Zona logo features an abstract “top down” view of a table surrounded by chairs. The extended logo family for Hotel Madrid and St. Sofia both take elements from the primary La Zona logo – The chairs now represent abstract “hotel stars” for the Hotel Madrid logo icon, while the table now represents a crowned jewel from Sofia of greece and Denmark, Queen Emeritus of Spain.

Testimonial

Coeval Studio helped us execute our vision. From the initial name to the visual brand and the final space.
We can't wait to work with them again!
-Tyler Casey/Owner

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