-By Danine Alati, Photography by Eric Laignel

Unfortunately, the connotation of a chain restaurant does not usually conjure up images of fine dining. However, Toronto-based II BY IV Design Associates is changing that idea one restaurant at a time as it rolls out new branding for Milestones Grill + Bar, the mid-market Canadian restaurant franchise with locations in Ontario, Alberta, and British Columbia. When II BY IV embarked on its first Milestones project in Yaletown, B.C., the designers devised a concept on which all 12 locations would be based, yet each locale would be distinct in its own way.

"Milestones is a 20-year-old brand, and in its heyday, it defined the upscale, casual market segment—much like a Houston's," explains Peter Housley, president of Milestones. "It was a 'cool' design back then, but we hadn't done anything in terms of reinvention, and we were no longer leading the pack of urban design in the suburbs. So we looked to II BY IV to reinvigorate the brand."

"We first had to define what 'Milestone' means," explains Keith Rushbrook, partner at II BY IV. "And we identified a milestone as a marker on a journey, which we illustrated with the curved wood sculpture by Canadian artist Scott Eunson at the entry. Or a milestone could also be a time in someone's life, which we address with the large dining room and separate private dining room, where patrons can gather to celebrate these life events." Eunson designed a custom sculpture, or touchstone, for all the Milestones locations, yet each piece is unique. Consistencies among the locations include the bar, private dining room, touchstone, and sticks and stones motif. However, the mantra that resonated with II BY IV when designing Milestones was "expect the unexpected," and the designers managed to incorporate the unifying effects while still offering up elements of surprise. "We wanted Milestones to be warm, welcoming, inviting, and still stylish," Housley says. "The brief we gave II BY IV was to do the expected unexpectedly well—we didn't want anything too out there or strange, and II BY IV hit it out of the park with this design, which reflects a 'forest meets the city' idea."

II BY IV's design aesthetic strongly references Milestones' western Canadian roots. The private dining room was inspired by a picnic in the forest, with walls made of reclaimed barn board from Saskatchewan and a driftwood centerpiece—which is not only a decidedly Canadian material, but it also reflects the sticks and stones motif, as does mylar design on the glass that delineates the private from the main dining areas. "The designers did a good job of juxtaposing trees, sticks, stones, and reclaimed timber with glass, chrome, and urban styling cues," Housley notes. "And the vibe is contemporary but warm. I really love the warmth of the space."

Instead of a typical sea of banquettes in the main dining room, II BY IV covered every fifth booth with a canopy to create "cabanas," cozy nooks that offer a more intimate dining space. A communal dining table is another atypical feature of a mid-range restaurant. Here, it fosters a warm, inviting atmosphere. Housley adds, "II BY IV's forte is really what they can do with lighting, which sets the mood [at Milestones]." Linear lighting in the main dining room casts a healthy glow. Twinkling downlights in the banquettes offer flattering illumination, while perimeter lighting reflects shadows on the walls for a moody effect. Chrome chandeliers in the private dining room resemble tree branches, tying into the overall design scheme.

Rushbrook says he enjoyed "exploring the simplicity of materials and using a palette and textures that mirror the fresh, organic menu of the restaurant," while contrasting the natural and rugged with sleek, urban chic. Pops of color punctuate the bar area of what is mainly a palette of natural woods. And the most vociferous exclamation of color appears in the hallway, clad in custom vinyl wallcovering. The corridor's inspiration is threefold, according to Rushbrook: It's a nod to the western Canadian mountain range, it resembles a vertical cut through layers of the earth, and it reflects fashion designer Missoni's signature patterns.

Rushbrook credits Housley with having "amazing vision," as he entrusted II BY IV with accurately translating the brand essence into brick and mortar. And while competing restaurants often "try to be so chic it hurts," says Housley, he's satisfied that Milestones' designers achieved the goal of warm, inviting, stylish interiors. A true testament to its success is in the numbers: According to Housley, his team is ecstatic that sales at the renovated Milestones locations are already up 30 to 40 percent.

who
Project:  Milestones Restauarnt – Yaletown Renovation. Client: Cara Operations Limited. Architect: Gustavson Wylie Architects Inc. Interior designer: ii by iv design associates inc. General contractor: Inline Construction. Construction manager: Ola Bjordal. Food service consultant: Triman Food Service Equipment. Photographer: Eric Laignel.

what
Wallcoverings: Metro Wallcovering. Paint: Benjamin Moore. Flooring: Polished Concrete topping. Ceiling: Exiting Wood and Concrete. Lighting fixtures: Eurolite. Door hardware: Hafele and Trillium Architectural Hardware. Glass: Maximum Glass Ltd. Dining chairs:  Sitcomf. Dining tables:  custom - quarter cut white ash with catalyzed satin lacquer finish.
Lounge/cocktail seating: Sitcomf. Cocktail tables:  custom - quarter cut white ash with catalyzed satin lacquer finish. Banquette/built-in seating, architectural woodworking, cabinetmaking: Levan Millwork Inc. Upholstery: Crown Wallcovering, Knoll Textiles. Window treatment: Joanne Fabrics. Planters, accessories: Movie Greens Inc. Signage: Day Nite Signs Canada. Guest toilet plumbing fixtures: Kohler.

where
Location: Vancouver , B.C. Total floor area: 5,890 sq. ft. No. of floors: 1. Total capacity by tables or guests: 233.