A royal treat: Pentagram is given the keys to Bobby’s Burger Palace

In an effort to breathe new life into the burger bars of yore – fast-food joints more generally known for nosh as greasy as their laminate table tops – American celebrity chef Bobby Flay has launched a new restaurant whose interior design aims to raise the profile of this all-star meal.

Kitted out by leading design firm Pentagram, and with identity and packaging duties carried out by the Rockwell Group, Bobby’s Burger Palace in Long Island, New York, sells fun along with its fries, its chunky lettering and warm colours bringing customers through the doors to enjoy the restaurant’s Americana-inspired burger recipes.

The restaurant makes no pretences about what it’s selling, but the interior design certainly makes diners feel less guilty about what they’re eating. BBP’s colours and textures echo the ‘Healthy Eating’ Design Direction featured in The Future Laboratory’s recent Food Futures report, with warm orange and grassy green shades enhancing the natural aspects of the food, and tactile materials and a bright interior adding to the guilt-free atmosphere.