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Chloe

Chloe is Chef Haidar Karoum’s first solo restaurant located in the Southeast Waterfront neighborhood of Washington, DC. Chloe, named for Karoum’s eldest niece, as well as the ancient Greek goddess of agriculture, pays homage to Karoum’s Lebanese roots. In addition to the branding and identity, Spaeth Hill was tasked with developing external signage to help the restaurant stand out amongst a busy
and developing neighborhood.

 

The space's windows feature large-scale wheat stalks in double-sided gold foil to emphasize the concept of agriculture. The effect is an exaggerated display of the wheat icon found in the restaurant's identity design and adds a layer of elegance to the exterior and interior views. The gold foil also acts as a wayfinding element as it catches the light from the exterior inviting passersby inside.

 

The exterior features a custom blade sign in black and gold, complementing the foil window treatments. Taking advantage of the sign’s position on the corner, the diamond-shaped sign, constructed with illuminated edges, easily captures attention from multiple directions.

Signage

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