Friday, September 8, 2017

Truett's Chick-fil-A, It's been our pleasure

Every successful design project begins with a willing and enthusiastic team, and boy, did we have a great one with Truett's Chick-fil-A in Newnan, Georgia. Collaboration was key - we met weekly with our Chick-fil-A client, graphics team, and the kitchen designer.  Day after day, we developed new floor plans, remaining focused on how the Chick-fil-A customer would experience each aspect of the space. 

We dove head first into the design challenge of combining the beloved Hapeville Chick-fil-A Dwarf House (opened in 1946) with the current Chick-fil-A concept.  The goal was to create something fresh and timeless:  the new Truett's Chick-fil-A.  Named after the Chick-fil-A founder Truett Cathy, Truett's celebrates his fun-loving and innovative spirit, and showcases the brand's heart and heritage.

With a little helpful inspiration from Truett Cathy's one-of-a-kind antique car collection, a trip to the Chick-fil-A headquarters, and a few too many chicken sandwiches, the design concept was underway.

A full-scale mockup was created down at Chick-fil-A's innovation center.  There we worked with the client team, physically moving elements around the space to see what felt just right. 

Each detail- down to the racing stripe painted on the wall, which paid homage to Truett's love of automobiles - was thoughtfully designed to support the new narrative of Truett's Chick-fil-A. 

Our client fully embraced the new design, but one element from the old Dwarf House was a "must keep" - the iconic red dwarf door.  Installing it in the new restaurant preserved the connection of long-time Chick-fil-A customers to the newly designed space.  

The new Truett's Chick-fil-A opened August 31st.  Devoted customers slept outside in tents (in the rain!) so they could be among the first 100 guests and win a free sandwich each week... for a YEAR!  

It was important for the space to honor and celebrate Truett Cathy:  his entrepreneurial spirit, his generosity, and his fun-loving nature.  Truett was a quotable man, and his sayings - carefully hand-painted on the white brick walls by a local artist - are sprinkled throughout the restaurant. Other hand-painted details include an evolution of the Chick-fil-A logo, from the early 1960s to present day, which patrons can glimpse while they wait in line to place their order. 

We're thrilled with how the design came to fruition, and couldn't be happier to participate in the future of Chick-fil-A.  
Thank you, Gwen Newland, for believing in ai3. 

Instagram Photo Credit:  @Mcneilsigns @dvdphoto @dantcathy

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