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Visual Environments Enhance Nostalgia at Farrell’s

Children of the 1960s and 1970s will remember Farrell’s Ice Cream Parlours as the place for birthdays, parties, and celebrations. The colossal sundaes and celebratory atmosphere made for memorable events. Established in 1963 by Robert Farrell, Farrell’s was an immediate success, operating nearly 60 restaurants by 1970. In 1971, the Marriott Corporation purchased Farrell’s and continued the rapid expansion to 130 locations nationwide. Farrell continued to work with Marriott until it sold Farrell’s to a San Francisco-based investment firm in 1985. The investment firm decided to change the concept to a family restaurant, and by 1990, almost all of the Farrell’s locations had closed.

In 1996, Parlour Enterprises decided to revive the original legacy and bring back the heydays of the Farrell’s tradition. Farrell’s Ice Cream Parlour has always had a distinct brand feel with furnishings and imagery of an 1800s ice cream parlor. From the newsprint menus to the waiters in pinstriped vests, old-fashioned ties, and straw boater hats, everything makes you feel as if you’ve time-traveled 100 years back to an old-fashioned soda fountain.

Parlour Enterprises started recreating that old-timey look and ran into some issues with its fast-track expansion schedule. Parlour Enterprises President, Paul Kramer, contacted Leslie Ross, Director of Color Services at ARC in Costa Mesa, to work within the company’s tight schedule and meet its deadline and high standards for quality. Ross developed a strategy, and with Wayne Wernimont’s digital color team, ARC produced wall coverings for the interiors as well as large-scale exterior wall graphics for three locations.

“Everyone at ARC has been fantastic,” Kramer noted. “The quality and service has been exceptional. We are planning to continue working with ARC for all our Farrell’s locations; Riverside and Sacramento will be opening in the next six months.”

“We were challenged by the short timeframe for delivery, but the team jumped into action and completed everything before schedule,” said Ross. The wall coverings were printed on Dreamscapes-Matte using UV and Latex inks, perfectly in keeping with the Farrell’s brand and its sepia tone newsprint style. The color match presented a challenge, but it was nothing the digital color team couldn’t handle.

The exterior wall graphics were direct printed to Dibond and depict scenes from the 1950s printed along with the more recognizable old-fashioned Farrell’s brand imagery.

Once the pieces were installed, the large-scale exterior graphics created quite an impression. “People stop on the street to look,” said Ross. “They are very unique.” With plans for two more locations, the ARC team will continue to show its ability to respond quickly under tight deadlines and meet any challenges presented.

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