Project Overview

In my role as Creative Director for POWDR, I encountered a unique and engaging challenge: the transformation of a dated Mexican restaurant nestled in the lower level of the Cliff Lodge at Snowbird, an iconic resort. The existing space, partially developed with an underwhelming mining theme, was ripe for reinvention. We seized this opportunity to introduce to the resort’s owners a bold, retro-themed concept inspired by the 1970s.

Project Goals

Our vision for this project was threefold:

• Develop a Proprietary Branded/Themed Experience: To transcend the conventional dining experience by creating a distinctive, themed environment that resonates with guests.
• Craft a Destination Experience within Snowbird: Our aim was to diverge from Snowbird’s traditional offerings, creating a standalone destination that enhances the resort’s allure.
• Enhance Integration with the Snowbird Brand: By incorporating elements that resonate with Snowbird’s heritage, we sought to forge a stronger connection between the brand and the space, ensuring a profound sense of place.

The Journey

Our team spearheaded the conceptualization, design, and execution phases, focusing on environmental ecosystems, brand integration, and thematic coherence. From selecting custom wallpapers and furniture to pushing the boundaries with architects and designers, our role was instrumental in reimagining the space. This ambitious project demanded weekly meetings and multiple site visits to finalize the selection of avant-garde materials and furnishings.

Given the scarcity of well-executed 1970s-themed spaces, this project charted new territory. We intentionally moved away from the prevalent mid-century modern aesthetic, steering towards a post-contemporary modernism that would resonate with a sophisticated yet retro vibe.

Achieving a 1970s Chic

Snowbird’s aesthetic, largely unchanged since its inception, served as a canvas for our creative exploration. We asked ourselves, “What would a modern, chic, family-centric restaurant have looked like if it were built in 1971?” The answer materialized as a vibrant, retro-themed restaurant that not only honored Snowbird’s origins but also set a new benchmark for thematic design.

Naming and Recognition

The final logo was crafted by STRUCK, but I had the privilege of naming the restaurant ’71, in homage to Snowbird’s founding year. This project, now adorned with several design awards, stands out as a testament to our team’s dedication and innovative approach. The attention to detail was meticulous, down to the retrofitted televisions in the bathrooms looping Warren Miller’s 1970 footage, previewing the resort’s grand opening.

Acknowledgments

• Logo Design: STRUCK
• Photography: Kristen Hepburn Photography

This project exemplifies the pinnacle of design innovation and thematic execution, showcasing the profound impact of creative vision in transforming spaces into memorable experiences.