If what happens in Vegas stays in Vegas, The Sundry will be sticking around for a long time. Dallas-based Studio 11 Design was tasked by Highgate CEO Patric Yumul and partner firm TableOne Hospitality to transform an 18,000-square-foot industrial space anchoring the UnCommons mixed-use development into a culinary focal point for the city. It’s a gamble that has already paid off as the local business-driven food hall quickly captured the imagination of visitors and locals alike.
“The Sundry presented the perfect project for Studio 11 Design's Las Vegas debut,” explained Founder and Principal Kellie Sirna. “Over the years, we've expanded our hospitality design practice and developed a niche in creating authentic, contextual restaurants and spaces for today's culinary superstars. For The Sundry, our primary objective was to establish an overarching design scheme complementing the distinctive food and design creativity showcased by each individual dining concept.
"To do this, we leveraged the space's existing architectural layout and elevated it through a curated selection of materials and design elements to create a cohesive aesthetic encompassing the distinct visions of each food venue operating within it.”
Sirna and her team designed two full-service restaurants, a Central Bar, and a number of globally diverse fast casual outlets, which all needed to establish their own specific identity and brand—even within close proximity to one another:
- Bar Oysterette
- Barzotto
- B.S. Taqueria
- Central Bar
- Dhaba Ji
- Diane's Bloody Mary Bar
- Easy Slider
- Kávos Coastal Greek G
- Kowbird
- Petite Peso Filipino Food
- Saint Honoré Doughnuts
- Smitten Ice Cream
- SoulBelly BBQ
- The Happy Hoagie
The design also needed to seamlessly incorporate technology into the equation to make the customer experience as user-friendly as it was fun. Power outlets in seating areas were worked into the design so customers could work or socialize with their devices. App-based ordering was also integrated into the experience for customers favoring “mobile phone-driven convenience.”
“As designers, we are tasked with thinking ahead to identify and integrate the best emerging materials, tools, and trends that people haven’t heard about yet,” Sirna continues. “After pinpointing innovation opportunities, we prioritize durability, longevity, and timelessness in our approach to ensure our designs can withstand an unpredictable world and, in the case of The Sundry, steer clear of 'food hall' clichés. The process of crafting an authentic, context-driven space enabled us to fine-tune our niche as a future-forward design team.”
According to Sirna, she and her team focused on where to place a carefully curated selection of materials into the varied spaces to allow each seller to stand on its own and yet form a “cohesive aesthetic that celebrated the city’s culinary culture.” This included creating three, custom dome-like enclosures that stretch up to 15 feet in height as well as emphasize the height in a multitude of subtle, dramatic, and intentional ways in order to create a “wow” factor that also draws the space down to human-scale.
“In order to unify the diverse array of food and beverage concepts within The Sundry, we kept the flooring the same throughout the 18,000-square-foot space,” Sirna explains. “Consistency was an important element to the design scheme, and every concept had to draw attention from passers-by.
"However, it was important to us and TableOne Hospitality that no one space would stand out more than the other. We drew attention to each concept in different ways. For example, the sweets shop and the [Central] Bar are sectioned directly across from each other, but we distinguished the sweets shop by incorporating large, curved soffits and large neon pendants while we provided the [Central] Bar a visual contrast with a dark, moody color palette and small pendants.”
Each seating structure is perched on wood platforms and consists of a delicate wood frame that surrounds three upholstered booths with custom lighting above each table. Dome booths, situated in the center of The Sundry, create a striking visual for guests upon arrival as well as a highly coveted seating option.
A portion of The Sundry is dedicated to two full-service restaurants complete with their own dining, kitchen, and bar areas. The remainder of the space houses the main Kitchen Stadium, Central Bar, a few other food and beverage concepts, and a diverse array of seating options.
Even with the differing requirements of the various businesses, Sirna stressed that her team honed in on timeless choices in the design to reduce waste and replacement costs through sourcing materials and objects that age gracefully.
“We steered clear of the idea that a food hall was full of generic food vendors,” Sirna says. “The finishes are bold, yet not trendy, and we selected designs and furnishings that would not look dated in five years. Nevertheless, as the Las Vegas aesthetic is ‘seen and be seen’ and everything is social media driven, we avoided a generic approach to the design of the space. Circulation and flow were key organizational elements for the design, and we worked to conceptualize a space that evolves as it is experienced."
Music and entertainment were also important considerations in the project, given Las Vegas’ identity. Therefore, the team also made sure to factor in multi-tasking areas that could be used for live performances, with built-in design elements such as organic stage backdrops and adequate power outlets.
Sirna added that The Sundry’s design and layout needed to set the stage for a dynamic atmosphere that would keep customers coming back to try something new while employees could feel comfortable and energized in the environment.
“By design, no day is the same at The Sundry,” she says. “The lighting design and all the visual elements as well as the music keep the mood of the space creative and energized. It is also a visual representation of how and why we avoid the ‘one-and-done atmosphere’ of other food halls. It’s consistently good but with a diverse range of food and beverage choices. Furthermore, the company reinforces our design mission by running a training workshop for all the employees about how The Sundry ‘experience’ should be.”
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