New Americana For Grown-Ups
R17 Winter Strategy
An Exclusive, Intimate Experience
The space was designed by the Rockwell Group with intimacy and privacy in mind. Perfect for date nights, a special dinner or important business meetings.
New American Fare
Created by Executive Chef Cassidy Hallman, the menu reflects a new wave American supper club & lounge with hints of Japanese flavor. Seasonal and experimental, the menu is always shifting based on the expansive New York City palette to offer guests a unique experience each time.
Perfect for Any Season
To drive traffic in the Winter, R17 has two opposing fire places at the each end of the dining room. Similarly, it also has floor to ceiling accordion sliding glass doors which open all the way up in Summer which leads to outdoor dining spaces.
Versatile & Unique
As R17 is situated on The Rooftop at R17, it has one of the most beautiful views of the Brooklyn Bridge and downtown New York City. It also has a relatively large floor-plan making it a versatile space to rent for private parties.
Brand Assets & Moodboard
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Brand Roll-Out
Winter Shoot
Dark, seductive & delightfully bad. To continue our communication around the intimacy and seductiveness of the space, the food needed to be shot with the same dark, luxurious feeling of all of the launch imagery. This would allow us to not only design around it, but to shoot in a space that wasn’t fully constructed. At this point in the process, I didn’t even have renders to base the art direction off of.
