Role: Principal Creative Director

Challenge: Transform a dilapidated former steakhouse into a bright, welcoming seafood restaurant while working within strict budgetary limits, and preserving portions of the existing façade. The goal was to reprogram the dark, intimate space into one that aligned with Salt Traders’ coastal brand and elevated the dining experience.

Solution: Redesigned the exterior and interior using coastal brand colors and traditional seaside architectural materials to refresh the heavy palette of stone and timber. Reprogrammed the layout by relocating the bar to the center, integrating a communal raw oyster bar, and creating open sight lines between the lounge and dining areas. Exposed the building’s structure, incorporated refined finishes, and introduced a signature weathered steel brand element floating above the bar to tie the new design back to Salt Traders’ identity.

Impact: Delivered a 7,689 sq. ft. revitalized restaurant that successfully rebranded the space into a light, coastal-inspired destination. The design not only reinforced Salt Traders’ brand identity but also enhanced customer flow, improved operations, and elevated the restaurant’s architectural standards—turning a dark, dated building into a vibrant dining experience that instinctively places guests near the ocean.