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Long John Silver's commissions new branch format

Quick serve seafood restaurant chain Long John Silver’s has commissioned a new interior design concept from Studio 11 Design, for use in new openings and branch refurbishments.

The chain, established in 1968 and with more than 1,000 franchised locations across the US, will introduce the new look during summer 2017, in Kenosha, Wisconsin.

Long John Silver’s is based on its brand story of bringing wild-caught Alaskan whitefish straight to the table. Studio 11 Design has been briefed to revitalise this message to attract a new and younger clientele.

Inspiration is being taken from Long John Silver’s current brand strategy and interior design, with plans to introduce an optimised interior layout with new art and accessories. The new design will introduce a new materials palette featuring rich woods, a mix of metals, crisp white accents and hints of seaside tropes such as rope, shell, stone and glass. Plank tile flooring will mimic the surface of a pier, while details such as the latitude and longitude of every restaurant – printed on light fittings – will reference the seafaring traditions of the brand.

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