FSR recently published an article featuring the global work Harrison is leading for Fogo de Chão. Below is the transcript.
Dallas-based global consultant firm Harrison is currently designing 33 global Fogo de Chão locations, including remodels and new builds. As the global design lead for the internationally renowned restaurant brand from Brazil known for its elevated churrasco dining experience, Harrison has helped evolve the Fogo restaurant designs since 2018. The firm’s work covers the spectrum from interior design and architecture to development of the Butchery brand identity including graphics, logo creation and packaging design.
“As Fogo de Chão continues to expand its presence internationally, Harrison remains dedicated to delivering innovative design solutions that reflect the brand’s design pillars to create authentic guest experiences,” said Keith Anderson, CEO, Harrison. “Our partnership is a testament to the power of collaboration, creativity and a shared vision for honoring the history and the future of this renowned brand. We are always looking for opportunities to evolve the signature moments within the brand design that will continue to create experiences and keep the brand relevant.”
Harrison’s award-winning interior design and architectural expertise has provided concept design services for eight international projects and concept planning and design direction for 16 domestic projects as Architect of Record. Currently Harrison is working on 21 national and 12 international projects for Fogo de Chão. The projects span diverse locations such as Mexico, Brazil, Bolivia, the Philippines, Turkey, Chile and Paraguay showcasing Harrison’s versatility and global reach. The most recent new domestic restaurant designs include Brooklyn, NY, Oklahoma City, OK, and Seattle, WA.
“Fogo de Chão offers a distinctive dining experience rooted in the warmth of Southern Brazilian hospitality and the rich tradition of churrasco. From the very beginning, Harrison has deeply understood how to bring that vision to life through design, which is why we’ve entrusted them with some of our most high-profile locations—including Miami Dadeland, Seattle, Brooklyn and others,” said McGowan. “Our ongoing collaboration with Harrison ensures we continue to elevate the guest journey, transforming each location into a true destination for friends and family to gather and celebrate.”
Harrison’s experienced creative team of architects and designers analyze its partners’ guest journey and create distinct design features that fit within each market for contextually relevant designs that remain true to a brand’s DNA. The firm gets ingrained in the market need state to bring and deliver memorable localization to each Fogo its team designs. The new Fogo Brooklyn location features a custom mural of a Gaucha and her horse, reflecting Brooklyn’s vibrant mural scene and the progressive evolution of the brand, while celebrating the authenticity and rich culture of what Fogo de Chão is historically known for. The blackened steel and bolted connection details used at the entry and bar evoke Brooklyn’s industrial heritage and pays homage to areas such as the Brooklyn Navy Yard and the Gowanus Canal district. With no two Fogo de Chão designs being the same, guests have even more reason to visit various locations and make their own personal discoveries each time.
Extending its commitment to Fogo beyond restaurant design, Harrison designed the brand extension of The Butchery in Coral Gables, FL that allows guests to engage with gaucho chefs as they butcher a curated selection of premium meats for at-home grilling. Additionally, guests are invited to enjoy charcuterie and wine as they explore the market setting.
The thirteen Fogo remodel and new build projects slated for completion most immediately include locations in: New York City, NY; Seattle, WA; Nashville Yards, TN; San Antonio North, TX; Las Vegas, NV; Miami Dadeland, FL; Minneapolis, MN; and Boston, MA.
View full article at FSR Magazine.