About The Project
Athletes don’t diet and exercise, they fuel and train. To address that, SCOPOS Hospitality Group has designed a unique dining experience for the San Francisco 49ers. The design includes two venues –“ Performance Café 49” a casual bistro for players, their families and guests, and “Performance Nutrition” with custom juicing, nutrients and supplements designed for the players by a nutrition expert.
Design and Construction Team
Food Service Design Process
BIM Modeling & Configuring
Millwork Engineering & Detailing
The existing space was a traditional cafeteria stainless steel serving line with minimal capability to provide desired hospitality experience. As it was a single line, it also created long wait lines and congestion.
Architecture, Food Service, Interiors & Branding cover critical coordination elements that can often clash and require delicate coordination details. Visualizing them in real-time allows each discipline to cover any potential gaps. We use this process internally to make design decisions and recommendations.
3D Virtual Animation
We took the rendering process to the next step and generated custom 3D animation that allowed us to walk them through the design with various camera shots and motions.
The Completed Space
A Complete transformation with multiple stations and a hearth oven feature.
Interior Design Process
The challenge presented was to take an ordinary cafeteria-style facility and transform it into a sophisticated and exciting nutrition experience for players and staff. It was essential to incorporate the iconic 49er's red and gold colors while complimenting them with neutral tones and patterns to create a comfortable and inviting feel.
The main dining area is designed at a 60-degree angle to generate interest and maximize the space for seating. Centered in the room is a back-to-back banquette upholstered with organic-patterned fabric reminiscent of gold flakes. The design offers a variety of seating options, such as high tops, café tables, and banquettes. Acoustic pendants and baffles are spotted throughout the room to create a soft, unique appeal to the space.
The elegant and bold materials heighten the food experience. The bright, golden millwork at the salad station draws you into the space and leads you to the focal point of the room. The grill station is adorned with the 49ers logo flanked by two bold, matte back quartz counters and topped with a metallic 49ers Red hood. The reflection of the flames on the bold, red glass tile on the hearth is certainly the most eye-catching feature in the space.
While Café 49 focuses on community and brand, the Performance Bar offers a calmer, industrial-style space for discussion and focus with its clean lines, softer patterns, and warm wood tones.
The branding process for the café and Performance Nutrition area presented an exciting challenge for our team, as we aimed to seamlessly integrate the 49ers brand identity with the concept of performance nutrition while aligning with the interior design vision.
Our approach began with branding the main café space as "CAFÉ 49," providing clear and inviting signage at the entrance to establish the 49ers connection.
To infuse the venue with the essence of the 49ers brand and the importance of nutrition, we utilized player and stadium photos from the 49ers marketing library. These iconic images were strategically interspersed with "food as fuel" nutrition messaging, creating captivating wall murals in the classic 49ers Red, Gold, Black, and White palette, enveloping visitors in the team's spirit and dedication to excellence.
Transitioning into the Performance Nutrition area, our goal was to elevate the brand experience to a molecular level. We implemented a sophisticated design strategy, replacing photographic elements with oversized soft grey halftone patterns and bold solids. Custom Marlite and wall vinyl were utilized to wrap the walls, providing a sleek backdrop that emphasized the importance of performance nutrition. Attention was directed towards the Performance Nutrition messaging, supported by simple yet impactful signage, ensuring a cohesive and immersive branding experience throughout the space.
By seamlessly integrating the 49ers brand with performance nutrition principles and interior design concepts, we successfully created a graphics experience that not only resonated with visitors but also reinforced the values and identity of the 49ers organization.
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