About the project
Located in the AT&T Discovery District in Dallas, Jaxon Texas Kitchen & Beer Garden is a lifestyle destination that debuted in in March 2020. With a narrative crafted by Studio 11 Design, Jaxon is a new genre of restaurant and beer garden that embraces touchless technology and what it means to be a space for socializing in 2020, with a strong connection to the destination through thoughtfully curated artwork. Making reality feel comforting to guests while implementing safe, high-tech touches was a challenge. A labor of vision and invention, Jaxon sets the bar for how hospitality will be redefined in the years ahead. Studio 11 Design closely collaborated with the firm’s styling, curation, and art vertical, Lou Verne, to develop a narrative authentic to the destination. The firm worked with a mix of metals and an exposed dark charcoal ceiling, pulling notes from materials traditionally found on a Texas ranch. Materials were reclaimed from unusual sources, like barns, throughout the state. An artistic moment was created in the dining room with bricks sourced throughout Texas reclaimed from old barns in Fort Worth, Dallas, and beyond. A mix of rustic elements and immersive visual art displays speak to the design team’s eye for innovation. Upon entry, over-scaled wood door handles and tapered flooring lures guests further in.
A custom chandelier frames the main dining room, inspired by metal forging and the traditional lines of a candelabra. Concrete floor tiles inset with wood strips create an unusual grid on all axises and diagonally for a more dimensional visual. As an homage to Jaxon’s location within the AT&T Discovery District and to provide an unexpected moment, restrooms feature collages of icons from Warner Brothers classics and Texans of renown such as Willie Nelson and Selena. Tangible elements, like a wood wall at the door branded with locally-found cattle brands and carefully arranged carboys and wood-stacks, are in complement to the high-tech touches throughout the space. The bar top offers surface-charging, a cutting-edge application and a nod to the savviness of the destination. Beyond the cactus terrarium, lies a lounge area with seating to suit guests’ needs — whether that be enjoying their BBQ from the outdoor stand or having a cocktail late into the night.