NEWH - Spring 2017 - 60

PROJECT | SPRING CHICKEN

Southern
Comfort
EoA transforms a fast-casual spot in Florida
By JoAnn Greco
Photography by Moris Moreno
When Miami-based restaurant group 50 Eggs
approached EoA for help in branding a new fastcasual concept, principal Malcolm Berg asked the
same question he always does: what's the story? He
liked what he heard-the owner was inspired by how
his grandmother had promised her new husband that
she would master the classics of southern comfort
food while he was off fighting a war-but something
was missing.
"It was a beautiful narrative, but it didn't sound
very progressive," Berg says. "I thought we could
amp it up a bit by portraying the grandmother as
she was then, in her prime, a vivacious newlywed,
a spring chicken." The team took that image and
ran with it, bestowing the restaurant with the same
name and using the spritely bird-set inside a radiant
yellow spoke-for its logo.
The spoke imagery refers to a signature feature
of Spring Chicken: a windmill repurposed as a ceiling
fan. As befits chickens-and-eggs, repurposing like this
plays to themes of rebirth, while a rustic industrial vibe
nods to farm life. Old rebar and recycled barn wood,
for example, are key elements in the ceiling, while
handpainted vintage tile serves as area rugs.

"We also used a lot of exposed metal to build in
a patina," adds Berg, citing customized pendants
made of chicken wire, metal cages holding pickle
jars suspended over the condiment station, and
distressed steel columns painted red (as is the rebar
in the ceiling).
Seating is mainly spindle-back and cross-back
wood chairs and wood tables, but a factory table with
attached swivel arm stools, beige Chesterfield-style
sofas, and navy vinyl banquettes mix things up. A
feature wall presents a collage of cookbooks, opened
up to traditional recipes and mounted on white brick.
Outside, a trellised seating area offers a sense
of arrival, dripping with bougainvillea and other
plantings, a lazy porch swing, and planted-up glass
bottles suspended over a communal table.
As the group looks to grow the franchise (in
addition to the prototype Coral Gables locale,
a second has opened in Fort Lauderdale), Berg
envisions a few tweaks. "We'd like to push the fun
factor a bit," he says, "by boosting the intensity
of the graphics, adding more lush plantings, and
introducing some new lighting schemes."

Right: A communal
factory table with attached
swivel arm stools invites
guests to gather at Spring
Chicken.
Left: The restaurant's
cheeky name, inspired by
the owner's grandmother's
story, set the theme for the
design.
60 www.newh.org



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NEWH - Spring 2017

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