http://www.behance.net/theapartment www.theapt.com http://www.behance.net/gallery/swich/123198
the client wanted to erase the awkward taste that cosi, pret-a-manger and other chipotles left in our collective mouths and create something new, something that felt real to the eyes as well as to the palate. the basis are the amazing sandwiches (renamed swiches) that guided our thoughts to bring an old-fashioned neighborhood café quality to a wide audience; with a hint of our trademark romantic minimalism of course. the concept from the very beginning was that the very finest ingredients would find themselves sandwiched and pressed in delightful concoctions prepared by the owner himself. so, naming was the first task at hand: a simple contraction of 'sandwich' as well as a handy way to remind people to adjust their expectations: swich. from there, the interiors flowed, simply reproduce-able from new york to seattle by way of amsterdam. we decided that, since the 'swich' as it came to be called, was the star of the show, the interior palette should be as simple as possible. look for a swich to open at a corner near you!
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