Family owned and operated in New York City since 1943, BH Kitchen & Bar enlisted Gensler to redesign and rebrand their restaurant to attract a new generation of clientele. Beginning with the renaming and refresh of the restaurant’s identity, Gensler utilized strategic brand interventions to enliven the space with playful character. Quotes emblazoned throughout the interior in neon lighting, white vinyl, and blackened steel reflect BH’s personality: “Savor the moment,” “I’m aware that I’m rare,” and more. Graffiti art by a local artist adorns the rear wall, and custom 3D-printed “burger people” figurines dot the dining, takeout, and restroom areas. As a final touch, the team designed a complete suite of updated menus and print collateral.