III Forks, hailed as one of the nation's premier steakhouse concepts, has been a cornerstone of fine dining in North Texas for years. Currently, the brand is seeking a revitalization, aiming to modernize the overall look and feel of the entire brand experience.
Established in 1998 in North Dallas, III Forks quickly gained recognition for its bold and extravagant steakhouse atmosphere. Catering to young business elites reshaping North Texas, it became a staple for many loyal patrons, some of whom continue to frequent the renowned establishment, now relocated to Frisco since 2020.
Upon its decision to expand back to North Dallas, setting up shop in Addison’s Village on the Parkway, III Forks' leadership team understood the importance of maintaining the brand's essence while modernizing the dining experience to appeal to today's clientele.
Consolidated Restaurant Operations, the parent company of III Forks, enlisted the expertise of Addison-based Harrison, a renowned hospitality branding and design firm, for their project.
"We want III Forks to be relevant and meaningful to each successive generation of steakhouse diners from baby boomers to Gen Zs, to the generations yet to come,” said Curtis Osmond, president of III Forks. “In Harrison, we found the perfect partner to create a compelling design and brand-defining guest experiences.”
Harrison is known for its strategic branding and immersive restaurant design expertise. Originating in Birmingham, England, the firm expanded its footprint with offices in Melbourne, Australia and Addison, Texas. Beyond crafting restaurant brands and collaborating with celebrity chefs, Harrison also holds the prestigious role of global design lead for Fogo de Chão and Sidecar Social.
“We are fortunate to design brands all over the world. The opportunity for our team to design a brand we admire here in our hometown is the ultimate honor,” said Keith Anderson, CEO of Harrison. “We can’t wait to see it come to life in such a bustling part of Addison, the heart of where it is all happening.”
The initial phase of III Forks' brand revitalization involved a logo redesign. Harrison's innovative approach resulted in a design that is a refined destination for sophisticated celebrations with a modern twist.
The exterior design also showcases the brand's dedication to excellence, not only in its culinary ingredients but also in its choice of materials and architectural aesthetics. The striking new entrance boasts a captivating folded metal panel screen, ascending above a contemporary facade crafted from wood and glass.
“We were actually able to use the name of the restaurant as part of the architectural inspiration for the design,” Harrison’s Vice President of Design Cal Young said. “The dramatic vertical metal sculptural element is stacked in threes, and as the panels fold, they reflect light and energy.”
Construction on III Forks Addison is estimated to begin in late Q2 with a planned opening in winter 2024.
This article was originally published on Feb. 13, 2024.
