St Regis, Astra Restaurant, San Francisco, USA

The epitome of northern Californian luxury expressed through local and cultural references

Brand | Interiors 

The St. Regis brief was splendidly multifaceted: create an independent, art-focused destination that’s colourful, lively, and whimsical; captures the SoMa neighbourhood spirit; and exudes St Regis luxury. Our response took inspiration from familiar city vistas, distant mountain views, and SoMa’s irrepressible cultural vibe.

The result is pure Californian luxury – a design using subtle abstractions, rich textures, and soft metallics to anchor itself in the San Francisco landscape. The bar’s overhead trellis, for example, is a nod to the city’s iconic tram lines. This bold transformation draws a broad cross-section of guests, tourists, locals, and art lovers to a unique statement of St. Regis glamour.

Related Work

Go back
Delve: Brand Audit
Our brand audit revealed the guest experience is at odds with the needs, wants and desires of San Francisco today
Delve: A trip to Nappa Valley
We discovered an edible landscape tapping into the rhythms of nature across the F&B landscape of this incredible region
Dream: Creative Development
It was important to us to create a strong statement with an energetic colour palette and thoughtfully layered design that excites and engages with guests
Patterns and linework echo the engineering feats of the past as well as hinting at the modern tech hub that the city has become today
Dream: Brand Development
The bar identity takes inspiration from the Astor family motto ' ad astra' meaning 'to the stars' with a celestial graphic language to signal exploration, excellence, ambition and unity
Draw: Realising our vision
The Astra Bar is our hero piece and completely transforms the existing dark bar space with its sweeping brass trellis that extends up from the back bar and wraps overhead, returning down to form a series of beautifully illuminated display boxes and floating glass shelves