The Rolls-Royce Café is located within the Air and Space Forces Association’s new headquarters on Pentagon Row in Arlington, Virginia. The concept introduces subtle, refined expressions of the Rolls-Royce brand throughout the space. Designed to serve Air and Space Forces Association and Rolls-Royce personnel—as well as all visitors—the café integrates seamlessly into the facility.
Concept
The design relies on a predominantly white palette with a carefully measured use of brand color. This restrained approach preserves the significance of Rolls-Royce’s brand colors, ensuring they remain special and impactful rather than overused. From the outset, my intention was for the café to complement the existing architecture and the Air and Space Forces Association’s brand treatments, rather than impose a standalone theme that would interrupt sightlines or visual continuity.
My original concept, shown below, included fabric streamers suspended above the bar to evoke the soaring trajectories of the AFA Monument in Washington, DC. I also envisioned custom-printed window shades featuring a triangular motif inspired by a recurring “equity shape” already present within the facility. The separator shields were designed to incorporate the current Rolls-Royce “Progress Bars” pattern. Although the area beyond the café was not part of the scope, I proposed painting the terminating wall segment in a secondary blue to introduce color at the end of the visual run. An engine model was also considered for an open area, but I ultimately felt it was too large and visually disruptive.
Rolls-Royce Cafe
The final execution resulted in a refined, enduring space that will remain a defining feature of the facility for years to come. To streamline the design, the overhead streamers and custom window treatments were removed. While the silver Rolls-Royce Café sign was originally intended for the entry, it was ultimately relocated to the back wall. Display shelving was filled with models of Rolls-Royce–powered aircraft and accompanied by historical placards.
In the seating area, wood paneling paired with three-dimensional lettering creates a strong branded moment within the café. Open wall areas were treated with large-scale imagery aircrafts equipped with Rolls-Royce engines. The seating shields were simplified to frosted acrylic panels featuring the Rolls-Royce monogram.
Although completing the design remotely presented challenges, the final result is deeply rewarding and stands as a significant accomplishment in my career.
