After completing a very successful North Scottsdale restaurant with the FoRM team, the restaurateur again chose FoRM Design Studio for a new venture at the Camelback Esplanade in Phoenix. This small suite is located at the heart of the Camelback Esplanade, a mixed use development including Class "A" corporate, retail, and entertainment. With a target market of both corporate diners and movie-goers visiting the AMC-14, the restaurant's concept was defined as upscale casual.
The refined design uses simple forms to sculpt the volume of space. The high ceilings combined with an open floor plan visually expand the small restaurant, which seats just over 50. The central u-shaped bar encourages patron interaction, while acting as the architectural focal point of the space. Wooden high top dining tables and ladder back chairs also add to the casual atmosphere. As described in a local newspaper review, the restaurant interior is "modern, yet unpretentious"