One person in Memphis was key to the successful openings of restaurants Hog & Hominy, The Liquor Store, Bar Ware, Kinfolk and Sugar Ghost. And that person isn’t a chef, a financier or a fixer.

It’s designer Natalie Lieberman. 

Lieberman, founder of Collect + Curate Studio, has had her work featured in hundreds of restaurants nationwide, including more than a dozen in the Memphis area.

“It is about telling the narrative,” Lieberman said of the inspiration behind her eye-catching designs. And a background in creative writing helps her do just that. 

Her current local projects include the new Felicia Suzanne’s restaurant, which is expected to open Tuesday, April 15, the East Memphis location of Cocozza and an upcoming remodel of Downtown’s Catherine & Mary’s. 

Out of the kitchen

Lieberman approaches each and every project from a distinct point of view. She first meets with her clients to learn their story, intent, concept and requirements for the project. 

Next, she writes a narrative. 

“I have a background in creative writing,” she said. “My first degree was English.”

“It is about telling the narrative”

Natalie Lieberman
Collect + Curate Studio

She might find inspiration for a project from any number of angles: the history of the building, the restaurant’s concept or the chefs or owners themselves. 

“Creating that narrative is our guiding light for the whole design process,” she said, explaining that she continuously refers back to that original narrative to make sure each project stays true to the vision.

For example, the first lines of the design narrative for the new Felicia Suzanne’s are as such: 

“The 20-year life span of Felicia Suzanne’s restaurant is a testament to the hard work and loyalty to its service and menu. This new location is the second life of Felicia Suzanne’s bringing those years of experience to reality. As a nod to the Southern Creole cuisine Felicia is known for, gentle cues in color scheme, details and patterns speak to the style of New Orleans reimagined with a sleek, modern feel.”

In the new restaurant, Lieberman incorporated warm lighting, heavily veined stone, striped millwork, pecky cypress, velvet drapery, textured glass and cozy booths and banquettes. 

“(Felicia Suzanne’s owner) Felicia (Willett-Schuchardt) has such a long history and established reputation as a chef here in Memphis, as well as a history in New Orleans,” Lieberman said. 

To tie into Willett-Schuchardt’s creole cuisine background, Liberman said she also used elements such as rattan, caning and French starbursts. And regulars will recognize a nod to the original Felicia Suzanne’s on Monroe Avenue in the red booths and curtains in the bar.

Willett-Schuchardt wanted to create a neighborhood restaurant with a bistro-like atmosphere rather than a fine dining destination. 

“Natalie got my vision and put her twists on it,” she said. 

One aspect she loved was Lieberman’s ability to embrace the history of the building.

“I wanted it to look like the bar had been there since 1926. She was able to do that with the wall of antique mirrors she created with the help of Chris Garner (of Garner Framing),” Willett-Schuchardt said. “She also showed off all the old original brick from the 1920s.” 

The secret sauce 

A native Memphian who has also lived in Atlanta, Lieberman became interested in interior design while a student at the University of Memphis, where she received a Bachelor of Fine Arts degree with a concentration in Interior Design.

In 2014, she founded Collect + Curate Studio.

But Lieberman knew she wanted to design hospitality spaces while still in school. 

“I worked in restaurants for 10 years prior to becoming an interior designer and ended up working for an architecture and interior design firm in Atlanta that specialized in restaurant design for 10 years,” she said. “That is where my restaurant operation and design knowledge converged.” 

Willett-Schuchardt said Lieberman’s restaurant experience is one of the reasons she hired her.

“She has the experience in restaurant spaces,” she said. “She understands; it’s her business sense, awareness of a budget and her understanding on which items to invest in, so that they last in a commercial space, plus she is very hands-on. Having her by our side through this process was invaluable.”

Making every project different

And while Lieberman may lean toward modern design and clean lines in her own spaces, her style isn’t much of a factor when it comes to her hospitality projects.

“Commercial interiors is very different from residential ... Clients don’t approach you looking for the style that you are known for,” Lieberman said. “Our work is sought after because of our experience with hospitality projects, our cohesive approach, our creativity, operational knowledge, attention to detail and professionalism.” 

Her ability to create a design based on her client has made each and every project she does a one-of-a-kind original.

Miami vibes (The Liquor Store), Japanese kintsugi (Bishop) and bottle cap art (Hog & Hominy) are just a few of the various design elements Collect + Curate has used.

At the original Cocozza location in Harbor Town, Lieberman created a relaxed space that reflects the owner’s American-Italian roots as well as their adopted hometown of Memphis. 

A central design element is a portrait of Elvis Presley with American-Italian singer Mario Lanza, painted by local artist and restaurant industry veteran Emily LaForce.

“With Cocozza, we needed to find a way to turn a modern storefront into a neighborhood red sauce joint that felt like it had been there since you were a kid,” said Deni Reilly, who owns Cocozza and The Majestic Grille with husband Patrick. “She listened to and heard the story we wanted to tell and brought that authenticity to the design of the space.”

Chefs Michael Hudman and Andy Ticer worked with Lieberman on three of their restaurants: Hog & Hominy, a refresh of Andrew Michael Italian Kitchen and the former Bishop.

She is also currently creating an entirely different look for an upcoming redesign of their Catherine & Mary’s restaurant in Downtown Memphis.

“The objective is to create a theater-district-style-feel inspired by the chefs’ grandmothers,” according to Lieberman’s narrative for the project.

Diners can expect new elements such as u-shaped booths to divide the bar from the dining area, faux olive trees to add drama and warmth as well as velvet drapery panels to help with the historic space’s acoustics.

“For us, choosing Natalie is easy; she feels like family,” the chefs’ company said via a statement. “Her talent for turning our ideas into something amazing, blending Southern charm with Italian warmth to create timeless designs, is unparalleled.”