TGI Friday’s in the US approached the consultancy about a year ago for the project on the strength of its positioning and branding work for TGI Friday’s in Coventry, Birmingham, London and Glasgow.
Philip Harrison, managing director of Harrison Design, says, ‘We managed to connect with the core values of the brand from the work in the UK, and TGI Friday’s wanted us to help do that in the US.’
The project involved a major redesign of the site’s interiors, including creating a new lobby.
Harrison says, ‘There’s a lot of psychology about it. The entrance lobby used to be an “airlock” between the bar and the real world. We wanted to recreate that ambience and sense of arrival.’
The consultancy also moved the bar from the centre of the restaurant. Harrison says that it used ‘vibrant red’ leather for the seating, refitted the tin ceiling, and reintroduced the Tiffany lamps, but with a ‘modern interpretation’.
TGI Friday’s Westbury will reopen on December 9, and Harrison Design is due to start work on a new design template for other US outlets next year.