The flagship project was developed hand-in-hand with a rebranding campaign throughout the Denny’s corporation. With much analysis of the historical stages this American staple, SITE developed varying ideas for the Denny’s of today. Initially designing with their heritage intent of the googie style, we placed an emphasis on the roof as a vehicle for space-making, scalability, and signage. With much self-examination from the client and SITE, we honed in on the status of Denny’s and the diner as an American icon. With this powerful icon and Denny’s desire to push new technologies forward with their brand, we drew a connection between the diner being a predecessor for contemporary social networking.