CHELSEA BURGER
A unique approach of narrative development guides the design of the customer experience.
Synecdoche provided the interior design for the adaptive reuse of a historic tavern in downtown Chelsea, MI, for the launch of Chelsea Burger. Using a strategy guide to define the operations and interior decisions, the design combines modern organization with traditional materials and local art.
Recommendations for touch points of experience such as menu, service, signage, seating types, and customer usage followed the interior selection ruleset:
Authentic and simple: not copied or artificial, honest details and objects
Natural: materials and ingredients true to their origins
Familiar but Uncommon: thoughtful reuse of historic components, new moments of innovation
Playful: fresh finishes and textures, unserious graphics
Rooted in community: configure the space for diversity of customer sizes and dining preferences
The central focal point of the space is the refurbished historic stand-up bar. Converted to a milkshake counter, the space is still an active space for the community to gather and drink — only in a more family-friendly manner.
Synecdoche worked with local artist Olivia Maldonado, a Chelsea High School alum, to paint parallel murals depicting the surrounding town.
Synecdoche collaborated with Architect of Record Dangerous Architects to provide technical and creative assistance in the actualization of the project.