Turf Bar & Kitchen NY
This bar & kitchen was designed for a central midtown New York location on 7th Avenue, beside Penn Station and Madison Square Gardens. The concept involved naming, branding and interior design. The 7300 sq. ft. site is spread over two floors and would open as a café from early morning then morphing from a daytime restaurant to lounge and club in the evening.
The brand would be urban, modern and sophisticated, appealing to all cultural backgrounds. It should attract professionals throughout the day, pre-game or pre-show trade in the evening and be a nightlife destination. With the creative direction of fineline design, these new brand traits would be represented throughout the food and beverage menus and presentation, staff uniforms, table settings and music.