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The Ask

Douglas Riccardi met Florent Morellet in 1986 while working as a designer at the legendary design firm M&Co. Restaurant Florent was already a thriving world-famous 24-hour French/American bistro that needed a constant evolution of its identity and restaurant branding as well as the design for menus, postcards, and posters, ads, and flyers for events at the restaurant — most notably for its “High Holy Days” of Halloween, New Year’s Eve, Bastille Day, and Oscar Night. 

The Journey

With Florent we created an online literary journal Papotage, curated a 20th-anniversary exhibition and magazine of the restaurant, and helped conceptualize and implement the creative approach to hundreds of events for the restaurant, including two marches on Washington. Since the restaurant’s closing in 2008, Memo has consulted with Florent to assess the feasibility of future restaurant ventures and provides regular consultation for Florent’s artistic endeavors.

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“I don’t make a single creative decision without calling Douglas at Memo.”  — Florent Morellet
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The Experience

Florent was a cultural touchstone for many. As a testament to the restaurant’s enduring place in its patrons lives, the held a weeklong “Five Stages of Grief and Loss” event to commemorate the restaurant’s closing in 2008. It was never perfect or slick or without conflict. It was always like home.

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