The newest addition to Philadelphia’s Schulson Collective, Alpen Rose is an intimate steak restaurant that forgoes the macho trappings of the typical steakhouse. With a jewel-box-sized bar, tinkling chandeliers and romantic lighting, it’s not your typical porterhouse purveyor.
For a uniquely immersive experience, we created a fictional world based on a female botanist from a bygone era who travels the globe in search of the elusive Alpen Rose. This world inspired details throughout the space that surprise and delight—from an index card cocktail menu to flowers frozen in ice cubes. A system of multiple logos in different styles suggest billheads collected from exotic locales, and a richly layered menu system recalls a collection of botanical research.
Photography: Giada Paoloni