Currently keeping me busy is a ongoing branding project for a chain of Los Angeles based artisan pizza parlors, Pitfire Pizza. As we entered the architectural phase of the project, I was able to encourage the partners to use Barbara Bestor of Bestor Architecture. Bestor, the chair of graduate studies at Woodbury University School of Architecture, has a formidable reputation in Southern California for her loose and eclectic style and has a fantastic book out chronicling her projects called Bohemian Modernism, Living in Silver Lake.
As the Pitfire Pizza, Culver City build-out comes to an end, it's really exciting to see how it turned out and how well Barbara and her team interpreted the brand's tone and voice and brought it to life. Increasingly, brands are looking to their creative partners to help deliver an immersive and memorable experience that separates them from the competition at eye level with the consumer. Starbucks, Nike, Apple are all up there in the front and executing a holistic brand experience from the second you walk into the establishment to the moment you get back to the car with whatever that brand is selling. Barbara's vision for PP, is really going to assist Pitfire in being a fantastic eatery here in Los Angeles and elsewhere. You can see more of Barbara's work in the current issue of Dwell, as she created a surfer's paradise in Venice, California for TBWA/Chiat Day's MAL creative director Eric Grunbaum.
