The Dynamo Room

New York, New York

The Dynamo Room reimagines the New York grillhouse through the lens of Penn Station’s storied past and the city’s golden age of dining. Inspired by the rise of steakhouses in the late 19th and early 20th centuries—when bustling grills became hubs for power lunches, celebrations, and cultural exchange—the concept captures the spirit of timeless New York hospitality and translates it into a contemporary brand world.

The visual identity draws from a layered mix of Art Nouveau, Art Deco, and Space Age influences, mirroring the city’s evolution from ornate craftsmanship to bold modernity and technological optimism. Art Nouveau’s organic lines and fluid forms bring warmth and elegance; Art Deco’s geometric glamour reflects the ambition of early Manhattan; and subtle Space Age cues nod to mid-century innovation. Together, these references shape a distinctive identity that feels both rooted and forward-looking—an atmospheric, transportive experience worthy of Penn Station’s cultural legacy.

creative direction
Polonsky & Friends

graphic design
Dino Falduto, with support from Caitlin Dailey and Sam Cordell