GrillSmith is a refined-casual, chef-inspired restaurant concept. Our firm designed the original GrillSmith in 2004. The design was all about the craft of grilling, and the primary demographic was families. We were hired to update and modernize it tailoring it to GrillSmith’s evolved demographic and brand. Our brief was to update the concept to reflect the food offering with millennials — particularly females, and casual dining in mind.  The resulting design is edgy yet maintains broad appeal. It aims for cool but comfortable, with reclaimed wood, industrial black metal touches, statement art pieces, and a focus on the bar area. An open environment allows guest to see and be seen, yet there are areas for a more intimate meal. Although you can see the whole restaurant in a sweeping glance, there is a variety of sections, environments and seating options to accommodate a variety of guest occasions and dining styles.