Consisting of a unique collaboration between Kellogg’s, Journee’s Anthony Rudolf (formerly of Thomas Keller) and James Beard award-winning chef Christina Tosi, Chipman Design Architecture was challenged to design and elevate the comforting experience of enjoying your favorite cereal amidst the energy of Times Square.
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| Image Copyright © Chipman Design |
The centerpiece of the restaurant is that delight the customer experiences when receiving their food order through the Cubby Wall. Inspired by the automats of the 1950’s, Chipman Design designed an experience that was also reminiscent of opening your kitchen cabinet to grab the ubiquitous box of cereal. Working directly with the millwork company, Chipman developed the configuration for the Cubbies as well as operations for both front-of-house and back-of-house.
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| Image Copyright © Chipman Design |
While being a relatively small and narrow space, the Design Team did not want the restaurant to feel cramped and claustrophobic, but light and airy. With a concept based on a 1950’s retro diner with a modern twist, mid-century modern furniture was chosen and specified in addition to the use of white painted brick and clean-lined, red light fixtures to tie the space back to the Kellogg’s brand.
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| Image Copyright © Chipman Design |
As a new dining concept, Chipman Design wanted to provide clear wayfinding from the restaurant entrance through the queue to the service counter and cubby wall without strictly using signage. Utilizing a wood wall with open portals to divide the queue and dining area, guests are clearly directed to the service counter to order by a porcelain tile mimicking woodgrain, both beautiful and durable. Complementing the woodgrain throughout the space is a retro black and white mosaic hexagonal tile, equal parts nostalgia and present day.
Providing full architectural and interior design services, Chipman Design collaborated with the client from the firm’s Chicago and New York offices. Implementing full due diligence services including code and lease review as well as performing a site survey of the proposed space, the Chipman Design Team designed the concept for the restaurant while utilizing the firm’s Visualization Studio to create in-house, photoreal 3D renderings to communicate the design intent to the client. Chipman then further developed the design, completing the Construction Documents and performing full Construction Administration services.
From the Architect
‘Kellogg’s NYC was a unique project – a chance to develop a concept that was both nostalgic and forward-thinking. The most important element to establish in the restaurant were the ‘cubbies.’ The client wanted it to feel like you were getting your breakfast from your own kitchen cabinet. The space has a vintage soda shop/automat (the famed Horn and Hardart) feel accomplished by utilizing the black and white mosaic tile on the floor as well as painting the brick walls a matte white. Modern touches included the red lacquer finishes for the cubbies as well as the updated shape of the mid-century-inspired walnut chairs and marble tabletops.’
‘As this was a new concept for the Kellogg’s brand, we wanted the ordering process to be clear to the customer. Wood flooring was used as a wayfinding device – leading the customer to the ordering counter and then to pick up their food in the cubbies. We also used an open, storefront divider along the queue line to create separation between ordering and dining, but still, keep it feeling open as New York real estate is at a prime and the restaurant is only 1,400 square feet.’
Herschler worked hand-in-hand from Chipman’s Chicago headquarters with the firm’s New York office, communicating daily with Project Manager Tunde Soyebo and Principal Gary Metzger to develop the concept with the client and translate the design intent into Architectural drawings.
The outcome: an extraordinary experience that feels like coming home.
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