A Feast for Your Eyes
When done properly, food can be a work of art. So why shouldn’t the places you consume it in be, too? If you’ve eaten at some of Northeast Florida’s new and newly redesigned restaurants, you may have noticed that their owners have attempted to address this question, as evidenced in their site – and menu – specific design.
One such establishment is Josephine in Avondale. Owner Josh Floyd’s intention was “to create a space that had a big city feel and design, yet also brought a warmth that fit the neighborhood and was approachable.” He and the team strove for a blend of aesthetics between something you might see in New York’s West Village or San Francisco, but that also fit Avondale’s beauty and charm. “The ultimate goal was to create something that accomplished all of this and was very classic and timeless,” says Floyd.
“I think the greatest impact of our design is that it sets the tempo for what we want the experience to be,” Floyd says. “You walk in and see the tile entrance and then a beautiful bar, and these amazing light fixtures, and there is some whimsy to it that we look to carry throughout the visit with interesting food and drinks.”
A lot of diners have noticed these artful and intentional elements and have gone on to share them on Instagram. However, many may be unaware that each of them, as well as the art that fills Josephine’s walls, has a story behind it. For example, the chandeliers are repurposed Parisian street lamps from the 1930s and ’40s. And the mural in the bar area was based on a photo of Floyd’s partner Nicole Prieto’s father traveling in Italy and brought to life by Jacksonville-based artist David Nackashi.
All of the art adorning Josephine’s walls was curated specifically for the space, so that each piece looks intentional, like it belongs only there. Much of it was created by local artists, including Ashley Woodson Bailey, Jessie Preza, Virginia Chamlee, Mara Strobel-Lanka and Josh Phares.
Meanwhile, over in Neptune Beach, the owner of Sliders Oyster Bar refreshed the look of the establishment, which first opened in the 1980s, to give it a more modern, artful vibe while retaining a lot of its history. Owner Chris Wooten says of the inspiration behind the redesign, “we wanted it to match the history of the area, along with classic North Florida dishes and a North Florida feel. We even have ‘locals only’ sections on our menu. Sliders is historically known for being a shack of surfers, lifeguards and fishermen. They built this place. I wanted to keep that theme.”
“I brought in a friend who had a lot of restaurant experience, and he said, ‘open the windows and plug into the energy of First Street and the Beach.’ It was the best idea I had ever heard,” says Wooten. “As far as execution, my son-in-law said give me a chance to nail this. He captured my vision.”
Chris notes that his son-in-law, Matt Wilson, worked with several local artists and artisans, including Jerome Morris and Gary Mack, to help convey the fact that the restaurant is headed in a modern direction, but the history is still here. Wilson also brought on Julie Schwartzenberger, the owner and principal designer of Edge and Lines Design, to help with the project.
The new look is important to both the menu and the overall dining experience, because “the old Sliders was dark inside and did not celebrate the indoor/outdoor, old Florida vibes and bright colors,” says Schwartzenberger. “The new space complements the flavors and colors of the food. As a designer, I truly believe your environment has an effect on you. The design of this space is now cohesive and enhances the overall dining experience. If you do this right, people stop and let go in the moment and it’s easier for them to stay fully immersed and inspired.”
Some of the original elements that were repurposed include the Willoughby’s Auto Center sign and pull-up windows by the bar (the space was once a garage); the flamingo logo; the stained glass; the old windowpanes which were converted into a surfer’s map of Florida and an old photo of The Village Store, which is now Surfer The Bar. This version of Sliders also has a nod to another big community here in Northeast Florida – the golf community – thanks to a putting green.
“There was not an element of this store that does not have a nod to some part of our surf and seafood culture,” says Wooten. “Even our lighting is supposed to look like pearls. The Surfrider Foundation also declared us the most environmentally friendly restaurant at the Beach.”
And the reaction to the transformation? “Diners have reacted extremely positively,” says Wooten. “Our regulars were a little grumpy because we get a bit too busy at the bar now, but they took it in stride. We just can’t express enough our gratitude for taking a risk and having everyone support us.”
As both Floyd and Wooten noted, when customers appreciate not only their food, but also the effort they put into designing an atmosphere in which to enjoy it, it’s a sign that all of the elements of their “art” have come together in a successful way
