Sweetgreen - the Prototype
3D Model of Entrance that Connected to Adjacent Furniture Showroom on M Street (anchoring a new Design District that was forming)
A Healthy Lunch Option
Sweetgreen was founded in August 2007 by Nicolas Jammet, Nathaniel Ru, and Jonathan Neman, three months after they graduated from Georgetown University's undergraduate Business School; approached local Washington DC Design firm STUDIOS Architecture to envision their first location on M Street. They wanted to create a destination for simple, seasonal, healthy food that was not available to them as Students.
the Design
These three visionary Entrepreneurs, selected their first Retail Site to be located close to Georgetown University in a historic 'Fast-Food' American Icon, the Little Tavern on M Street. At a minuscule 500 sf, it was historically protected and currently being attached to a New Building that was housing a modern Furniture Showroom 'Vastu' on the Ground Floor, which would anchor the newly forming 'Design District' of Washington DC. Sweetgreen was developed under the working name of 'Bankcaffe' at the request of the Landlord who agreed to subsidize the project with the young owners. Given the limited amount of space, the concept had to be edited and well choreographed. The owners looked at ways to streamline their menu and food offerings without letting the Customers feel limited and began to establish new Operational Standards in regards to how to pay for and pick-up the orders that were called-into the store (this was way before 'Uber Eats' & Seamless technology), dedicated to the belief that technology would be a key player in the future of convenience and dining.
Working within the envelope of a protected green & white kitchy exterior, the interior featured a neutral, modern palette of small stone mosaic tiles on the wall and a cast-concrete counter. A datum of Mirror positioned at eye-level and encasing the existing windows; became a surface to apply the menu while also 'opening up the claustrophobic space, psychologically,' to give the appearance of something larger. The Client's business model was tied to local produce suppliers and farmers in their supply chain, therefore they wanted the interiors of their restaurant to feature materials that were 'environmentally conscious' and requested that reclaimed Timber be used; so we we sourced local hickory planks to clad the ceiling and added warmth to the minimalistic interior. Green was adopted as the newly branded 'Sweetgreen' Green, and added a Pop-of-Color through organic graphic motifs on the shelving system where orders could easily be picked-up (a standard fixture still in use today).
Epilogue
Sweetgreen exploded onto the American Fast Food scene and has transformed the way people interact with food with the aid of Technological developments like their Pre-Order Ap. They continue to believe the choices we make about what we eat, where it comes from and how it’s prepared have a direct and powerful impact on the health of individuals, communities and the environment.
"That’s why we’re building a Transparent Supply Network, why we Cook from Scratch, and why we’re Building a Community of people who support Real Food... We’re in the business of feeding people, and we’re out to change what that means."
Note: Guy Martin & Ron Ngaim of STUDIOS Architecture left the firm mid-way through the Design and took the Project with them to CORE Architecture in Georgetown. CORE completed the Construction of the Project and deviated from the original design intent documents, which the Brand has returned to today with their new Locations.
For more information on the Project please see Concept Presentation Below.
Team:
STUDIOS Architecture, Washington DC
Project Team: Guy Martin (Partner), Ron Ngiam (Principle) & Jennifer di Leonardi (Project Designer)
3D Model of Automated Ordering Tellers and Pick-Up Lockers.