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Dovetail aims to highlight the food, not a showy atmosphere


By ELIZABETH  LICATA



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(Oct. 13, 2008) Various audio-visual and tactile elements inform a dining experience, and designers like to push the envelope to create compelling restaurant atmospheres that sometimes overshadow the cuisine.

But when it comes down to brass tacks or brass sconces or 17-foot-marble tables imported from Italy, the core of a restaurant is its food, and everything has to reflect that, designer Richard Bloch believes.

At the restaurant Dovetail in New York, Bloch eschews fancy design elements and keeps the decor as simple and unobtrusive as possible to focus attention exactly where it belongs: on the plate.

Dovetail’s designer aimed to create a subtle atmosphere so chef John Fraser’s food would be the main attraction. One of few flourishes is on a handrail, shown in the far right of the photo at left.

“You have to eat the food,” says Bloch, a New York-based architect and designer specializing in foodservice and hospitality. “That’s what [the chef] is about. It’s who he is.”

Bloch’s clients include the Plaza Hotel and world-renowned restaurants like Le Bernardin and Masa in New York and the upcoming Masa in Las Vegas. When he began working on Dovetail, on Manhattan’s Upper West Side, the first thing he did was taste chef and first-time owner John Fraser’s cuisine.

“The first thing I saw in it is that his food looks really quite simple,” Bloch says. “There’s a lot of classical cooking and fresh ingredients. It has a slight feeling of California in it. But it’s really quite complicated. There’s a lot going on in there; it just doesn’t look like there’s a lot, and I like that.”

To mimic the impression he got from Fraser’s cuisine, Bloch brought in a variety of materials and then hid them in a subtle, understated design.

“We used a lot of different materials,” he says, “but the place doesn’t look it.

“For such a small restaurant there’s brick, carpet, raw steel, fabric, paint, stainless steel, marble and two different shades of wood,” he continues. “But if you go into the restaurant, you don’t think of it as being a big presentation with all these materials being thrown at you. It’s subtle.”

The “invisible” design was one of Fraser’s requests when he approached Bloch about the project. Fraser, who previously worked at The French Laundry in Yountville, Calif., and Compass in New York, said he wanted decor that looked intentional and obviously designed, but with a softness around the edges to make the experience more organic and less theatrical.

“We wanted a very simple, clean space that wasn’t a muscular design,” Bloch says. “We wanted a clean background that would put the focus on the table-top, not on decorative elements.”

Dovetail showcases few objets d’art to speak of. Even the lighting steps back into recessed troughs in the ceiling to illuminate the food without any distractions. Aside from the warm tones of the bare-wood tables and exposed-brick walls, the only splash of color in the dining room comes from the apple-green seats of the chairs.

It takes a lot of effort to make a design this painstakingly unobtrusive yet comfortable and elegant, Bloch says.

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Dovetail aims to highlight the food, not a showy atmosphere