The charge for PRESS CLUB was to create a sophisticated urban identity for this innovative wine collective/lounge concept while simultaneously capturing an expression of the “spirit” of California Wine Country. Taking cues from Napa’s unique blend of industry and natural beauty, the restrained design celebrates the juxtaposition of the “industrial” against the “organic” as a foundation for the projects expression. The jury was drawn to the use of a 17 foot tall LED back-illuminated bottle wall. This signature PRESS CLUB feature wall transcends the divide between entry level and cellar and punctuates the project with its striking color patterning.