CORE collaborated with Silver Diner Development to reposition their Silver Diner brand. The new design clearly differentiates the brand from the competition’s common build approach of a diner and reflects the client's evolved farm-to-table menu.
Founded in 1989, Silver Diner has over 20 locations in the United States. The restaurant’s architecture was based on the 1950s stainless steel and neon light esthetic. To reposition the brand, CORE developed a prototype concept that took inspiration from Art Deco buildings, specifically theaters, gas stations, and other iconic buildings, and established the use of white metal paneling, stainless steel accents, LED lighting (instead of neon), and the new iconic identity tower on the exteriors of the restaurants. The prototype was first implemented at Silver Diner Columbia, MD, a free-standing location that is true to the client's traditional business model. The 238-seat restaurant features a long expo window and dining counter with an integrated bar flanking one end. Traditional diner-style booth seating runs along the perimeter, and a dedicated To-Go entrance serves the carryout portion of business. Using a flexible configuration while maintaining the Silver Diner brand, the prototype design was applied to the brand’s first in-line store at the Rio Washingtonian Center in Gaithersburg, MD, which is based on the freestanding diner model in Columbia, MD. In addition to the full-service restaurant and To-Go service, the Rio location also features an indoor/outdoor bar that links the restaurant interior to an outdoor café overlooking a public boardwalk and lake, the first location to offer these outdoor amenities. CORE continues working with the client to roll out the concept to the brand’s other stores, which includes Silver Diner West Alex, the brand's second in-line location that was implemented in the premier retail space of West Alex, a mid-rise, new construction building in Alexandria. Silver Diner will open its first location in Washington, DC at Half and N Streets near Nationals Park. The 8,000 SF, two-level restaurant will offer seating for 300 guests and feature a bar and outdoor terrace on the second floor called Silver Social, which looks out at the baseball stadium in Navy Yard. Photography: Greg Powers.
