Baskin Robbins Cafe 31

Foxboro, MA


Dunkin Brands
Baskin-Robbins International


2,100 SF prototype integrating new branding elements and “Freeze Style” open kitchen design


After years of static architecture focused on take-out ice cream, Baskin Robbins turned to PCA to design a new customer experience. The chain sought to refresh their iconic brand elements and maintain their take-out ice cream business while creating a sit-down dessert cafe concept showcasing a new line of specialty desserts.


“Café 31”, Baskin Robbins’ flagship store at Patriot Place, repositions an iconic brand through vibrant design.

PCA’s design immediately announces a brand makeover to customers. A unique, illuminated “31” crashes through the storefront, beckoning to pedestrians and brightening the evening sidewalk.

Inside, a colorful specialty dessert menu and a “Freeze Style” open kitchen, complete with chocolate fountain, welcome visitors to a new Baskin Robbins experience. A variety of bright, comfortable seating options intersect at unexpected angles, combining with vibrant, rear-lit mural panels, tilted planes, and high ceilings to create a dynamic, whimsical store experience.