Sweetgreen
Research
Positioning & Concept Development
Spatial Identity & Systems
Positioning & Concept Development
Spatial Identity & Systems
In 2012 Sweetgreen was preparing to open its thirteenth location, at the NoMad Hotel, marking its entry into New York. We reframed the fast-casual restaurant: a system of materials and open spatial organization that gives physical form to the brand’s commitments to sourcing and transparency. Following the NoMad opening, we served as Design Architect for locations 13 through 24, refining the concept for repeatability. The NoMad prototype became the template for stores 25 through 60. The partnership continues, with Leong Leong providing design consultation as Sweetgreen develops new retail formats and enters additional markets.