Market 34

Lunch served with a side of pun

Location /
Richmond, VA

Completed /
2017

Firm /
smbw

Size /
16,700 SF

Responsibilities

Interior Design

Documentation

Furniture selections + specifications

Environmental graphics + signage design

As part of an ongoing food service strategy, this major café renovation serves as a centerpiece for a new, marketplace-inspired dining experience on a corporate campus. The 16,700 SF project includes a full transformation of the interior dining areas along with an outdoor patio that overlooks the campus hiking and biking trails.

To turn the café into a true destination, the design team drew on the existing building’s character and expansion opportunities, creating a space that feels distinct from typical corporate dining environments. The result is a signature experience for associates, complete with branded moments and playful touches—like serveries named after clever puns on famous musical artists and songs.

Inspired by the surrounding architecture, a former seating nook was reimagined into a bright, mural-wrapped entry point from the meadow, becoming a standout feature of the space. And with a significant increase in seating required, custom furniture solutions were developed to optimize comfort, flexibility, and flow.

Fun fact: The pun naming convention came from a late-night idea where I put “Doughver Here” in a rendering for a placeholder which the client loved.