Project Description:
On a mission to build healthier communities one block at a time, South Block’s new location brings the brand’s good vibes and handcrafted smoothies, bowls and juices to the Chesterbrook neighborhood of McLean, Virginia. Founder Amir Mostafavi, who grew up in McLean, tapped local firm //3877 to tackle the architecture and design for the project, materializing an environment befitting of the chain’s 13th location in his hometown. South Block has maintained its mission to give back and improve the lives of residents in the community since opening its first storefront in 2011, leading to the establishment of Fruitful Planet––a non-profit that donates fruits and vegetables to food banks in areas of need surrounding each South Block location.

The //3877 design team drew inspiration for the Chesterbrook location from South Block’s brand mission, resulting in a lively and healthy community gathering space. The design merges the warm, classic charm of Brooklyn with the bright, yet natural atmosphere of Miami Beach, marrying industrial elements with modern pops of color. //3877 celebrates the diversity of Brooklyn and Miami Beach through design by layering modern elements with authentic details, while incorporating common materials in uncommon ways. Upon entry, guests are welcomed by a variety of seating options including plush banquettes to the right and counter seating to the left. The custom banquettes take full advantage of the expansive windows, providing an abundance of natural light. Bright colors––reminiscent of all your favorite fruits––and wood accents alongside natural textures and hues give the interior a warm, welcoming feel. 

A mural by a local graffiti artist depicts Mother Earth, representing family and connection to the community. Moving further into the space, customers can order using digital kiosks or approach the main service counter, further customizing their experience. Towards the back, a dark corridor creates a striking contrast to the bright restaurant, leading to the kitchen and restrooms. The white, black and green walls playfully capture South Block’s signature brand colors, further establishing a sense of place and immersing guests in a colorful smoothie hotspot experience.