Creating a restaurant - Where to start?
This project started with a blank page. Restaurant or cafe design often begins with a menu concept and/or an identity and maybe some images from the owner, chef or operator and then we start discussing and generating concept ideas. This cafe had none of those so we started from scratch.
Where
to start?
Image credit:livejapan.com
Most cafes have outer walls, a roof and an entrance, but this one didn’t it was just an open space. There was also no menu concept/identity that had really engaged the investors. So, not only did we need to develop a structure to house the cafe but we also needed an identity or a concept to entice people to dine here.
Location - The allocated space was on a wide walkway in the atrium of a hotel, a transient space that was connected to a mall and an office. Complex needs or limitations often foster creative solutions and this 18m high atrium had lots of bright daylight in the space that could be disturbing and the acoustics needed careful consideration because this cafe was close to hotel meeting rooms and guest bedrooms. Our exciting challenge was to create a destination, something that was unique to the area and compelling to guests in this complex space.
This brief: A cafe with 80 covers to serve Japanese food all day ….. We started thinking ‘what could this be?’
Typically a menu concept might include the number of covers (seats) required for a cafe design or an identity and maybe some images of the cuisine from the owner, chef or operator. This gives us a good sense about where the client sees themselves in the market. Then we start discussing the guest profile, the competition and fill in the blanks before sharing images or generating ideas. Here, we generated 3 different approaches to start with.
Thought 1 - Centered around the food. The guests are local Saudi’s or international travellers who’d love sushi for lunch but wouldn’t embrace a traditional Japanese breakfast so a migration based fusion cafe could work well - Japanese & Californian.
Image Credit:pen-online.com
We pictured this adaptable concept being based on a 3rd generation nikkeijin family in California. Chefs could utilise known Japanese techniques on local Californian ingredients or serve the two cuisines together. Maybe sashimi is served with a fresh fruit bowl or maybe there’s some Tex Mex influence too from California. The juxtaposition of the visual styles of the two places could create a really energetic, evolving cafe with an informal service style.
Thought 2 - Inspired by a service style. A ceremonial Japanese Tea House would provide an immersive experience where the staff can share traditions with guests as they wish. The service could provide a special point of difference from nearby cafes.
Image credit:Britannica.com
This concept would provide a serene place that is easily recognisable as Japanese. There could be private ceremonies for groups on quiet afternoons and tea products and paraphernalia could be sold for people to use at home. To create a visually calm space all the teahouse dimensions could be based on the size of a tatami mat and the repeated rhythm of tables and chair layouts would create order and simplicity. This aesthetic would suit the language of the building too.
Thought 3 - Responding to the space. A calming Japanese garden. The abundance of natural light in this 18m high atrium is ideal for a garden setting. The sound of running water, natural plants and dappled light would create a calm, fresh space to dine.
Image credit:anothermag.com
Japanese Study Gardens are meant to be viewed from a seated position for people to observe or paint so this would be a good grounding for a cafe. Tables could be placed throughout the garden with larger groups in more private spaces to maintain an intimate environment. There is no ‘rear side’ to living plants so they will be appreciated by hotel guests as well as cafe guests. Maintenance to the plants would need to be discussed first because real plants are essential to this idea.
These all had the potential to become good spaces but I wanted us to search for something more unique.
The idea that really captured our imagination
When looking at Japanese bakery images we noticed how many of them were cute or playful like the namagashi sweets or kawaii inspired desserts, even some bento boxes have a playful approach. Then, when looking at Japanese interiors we noticed how refined and thoughtful they were. Spaces like Kengo Kumas restaurants or Maana Kamo guesthouse by Uoya Shigenori or a traditional Ryokan seemed thoughtful and profound, the spaces may have different styles but they have some shared sensibilities. It occurred to us that these seemingly opposing creative approaches could happily coexist and even more than that, they could create an exciting and fascinating blend. Many cultures are flippant or dismissive about anything that is playful or childlike but not in Japan. Great care and attention is given to designs that are cute and in some areas it has become part of their national identity.
Bakery - Loveable, charming, surprising and fleeting. These generate smiles, delight and amazement. There is a focus on enjoying the small things. These are positive and happy, simple and cute.
Spaces - Simplicity, stillness, profundity and tranquility are embedded in the spaces. The design is considered, knowledgeable, practised and refined to create calm, timeless, reassuring environments.
We decided to go ahead and use both influences equally. We gave the cafe concept a working title of Playful & Wise.
We discussed an “Eat with your eyes” approach to the menu. Fresh and seasonal foods are not only the most flavoursome but also the most vibrant. Colourful ingredients are ideal for creating bold, playful arrangements that also have carefully balanced nutrition. With a focus on taste, texture, health, appearance and colour the seasonal menu could delight and surprise. Small plates and sharing dishes could encourage the Japanese practise, hara hachi bu, of eating until 80 percent full. They may also use real leaves and flowers as edible garnish so that even the small details are purposeful and joyful.
The staff would be very knowledgeable about pairing flavours, the development of the dishes and the nutritional value and they would be pleased to share this. The logo and menus could be inspired more by kawaii design to set the scene for a fun experience full of wonder.
The space, food and service would be steeped in wisdom but they’d also convey the awe and exuberance of youth. This cafe wants to be an experience, a place you wish to visit many times.
Image credits: tripadvisor.com and theculturetrip.com
Location - Hotel Atrium
General Challenge - This is a busy thoroughfare for people going to the gym, a flower shop, the business centre, their guestrooms and the adjacent mall so this cafe needs to “stand out” and also “stand it’s ground”.
Comfort Challenge - We needed to design a way to filter the movement and noise of passers-by so the diners can feel protected. Also the hotel guestroom corridors are open to this space so music levels need to stay low and absorptive and dissipating acoustic materials need to be incorporated to make sure sleeping guests aren’t disturbed.
Architects and designers sometimes talk about creating a space within a space and this is what we wanted to do here. The challenge would be achieving the right balance. The cafe should feel connected to the rest of the hotel but not feel overlooked. While researching materials, forms, construction details, etc this sculpture by Henk LIttlewood sparked an idea.
Bent oak sculpture, by Henk Littlewood
If a child discovered this sculpture in a clearing they would see a den, a space of their own within the woods, private but connected. We found it exciting to develop this. We imagined it scaled up and refined, with wide entrances so 2-3 people can walk in at the same time. We pictured beautiful furniture, light-hearted music and low level lighting to add further layers of comfort and refinement.
Bamboo varieties and forming techniques
To create a playful sense of exploration and intrigue different bamboo varieties and bindings could be used. The forms could vary also. It’s like walking through a forest, as you see all the different shapes, sizes and shades of trees and the variety is both enticing and reassuring. These structures would be made with traditional bending and binding techniques to also showcase adept craftsmanship developed over decades and the natural bamboo colours shown above celebrate nature’s breadth while also creating a strong base for the palette.
It’s not enough to just consider forms and materials. We consider the guest journey frame by frame, how are they greeted, what can they see, touch, hear at the same time, this can be seen in the plan.
To encourage intrigue the perimeter structures or furniture have no straight edges and the space feels permeable but for operational reasons the only openings that are wide enough to walk through are near the display counter or the greeter. As a person walks through the space to their seat the shifting perspective is like walking through that forest. The glimpses into various seating groups adds a sense of discovery as well as privacy. Also, a person could visit multiple times and have a very different perspective and experience depending on where they sit.
The pauses between the tables are very important, this negative space is full of possibilities. It adds anticipation, gives a feeling of freedom and of a promise yet to be fulfilled. The spaces between are equally as important as the seating groups.
Furniture Plan
Layouts need to equally address operational needs and guest experience. This practical layout provides a balance between fixed private areas, fixed social areas and moveable tables. There’s a range of seating including lounge, dining and high counters to provide choice. There are good vantage points for staff and easy access to the adjacent kitchen to collect hot plates or replenish the display counter.
Now that the various ideas were coming together we rationalised the imagery to convey the ideas. We sought out furniture styles, decorative finishes, hardwearing materials and accessories to build on the ideas and to make it become more of a reality.
Above. Traditional styles sit comfortably next to fresh contemporary pieces creating something that is grounded and light-hearted. It has both mature roots and fresh shoots.
The final task at this stage was to develop a sketch to convey the concept. To share the ideas with the owners, operators, chefs and the project manager. Then we could bring in cost consultants, lighting designers, kitchen consultants, brand strategists, etc as necessary to start in-depth discussions.
Early concept sketch to illustrate the atmosphere
Because there are no walls around this cafe, the design is intentionally fluid, bold and vibrant. Above the cafe people going to their guestrooms can glimpse into the space but the view is obscured for privacy. The curvaceous forms of the bamboo structures can be seen from a distance, they vary in form and tone. These create intimate seating areas for groups or for individuals to share. The craftsmanship of these structures can be seen from the perimeter of the space showcasing the high quality and attention to detail that can be found inside the restaurant and within the food offering.
To create a softer ambience in this tall space the warm lighting in fabric shades is incorporated at multiple levels. Floor lamps and table lamps provide warmth and intimacy while pendant lights give the impression of a protective enclosure above. Also the contrasting nature references are key, the young fresh bamboo is featured within sight of the gnarled dwarf japanese maple and soft laser cut illustrations of plants are woven throughout the space. There’s a contrast between old and young, real and imagined.
To develop this into a ‘narrative led concept’ we could research folktales, art, philosophy, Haikus, etc. That would be the next stage, to develop the concept further. Imagine this space telling the story of a grandparent patiently crafting a beautiful gift for their grandchild who is playing in the same space, weaving between their feet joyfully. Due to the abundance of natural daylight we could follow them from sunrise to sunset and as the gift takes shape we could see the dedication of the grandparent and feel the wonder in the child’s eyes. The relationship between them both on that single day in a lifetime could embody that connection between young and old, playful and wise.
Generating Concepts
The design process isn’t linear and there is no single formula to generating and developing concept ideas but there’s three things I always advocate:
Question everything.
Let your thoughts go beyond the brief.
Focus on the people who will use the space and their experience.
For me, original design always comes from independent thought. Even if it coincidentally looks or sounds like another design, as long as the ideas are new to you and haven’t been knowingly copied it is still original. I aspire to fulfill Sir Ken Robinson’s definition of Creativity - The process of having original ideas that add value.
Restaurant Concepts
I’d recommend considering a good brand strategist or F&B consultant at the start of a project if you have the opportunity. They have specialist knowledge and understanding that can add depth, clarity and inspiration.
Collaborator - Khue Thuy Tran. During the next stage we would’ve collaborated with the chefs, the operator, the client, brand strategists, lighting consultants, kitchen consultants, Architects MEP engineers and acoustic consultants to develop this idea but this project went on hold and didn’t start up again so the design was never realised.
Finding the big idea… and a bigger idea
Questioning the brief is the only way to make sure you are seeing the full potential. This project started out as a study to see if a hotel could fit in a specific building and it ended up as a concept for many buildings that could employ 1,000s of people.
Finding the big idea. And
an even bigger idea
Credit Image: dezeen.com
This project’s purpose was clear. A colleague, who’d been central to a train station redevelopment in London and knew the site well, asked us ‘What types of hotel could work well in a station building?’ They wanted a simple building analysis but once we started thinking about the opportunities for the building we didn’t want to stop there so we asked more questions. First we talked about the practicalities then we discussed the possibilities.
The beginning - Could this building function as a Hotel?
The short answer is yes. We assessed guest drop-off locations, delivery and laundry routes, potential kitchen locations, security, accessibility, guestroom modules, restaurant spaces and the very important guest journey. We produced test-fits showing the number of guestrooms, size of public areas, etc and documented our findings about how the space could function. We could see the site had great potential so, even though the job was officially finished, we were intrigued to take it further and ask ourselves more questions.
What type of hotel could be good for the station and the area?
What would be good for the people who commute through here? How about tourists? What would be good for local people too? How should it relate to train travel? Should we include member facilities for the train users? Would it be responsible to put a hotel here? If so, should it be inclusive or exclusive? Many scenarios would work, so we continued.
Who would our Hotel guest be?
Nomad workers? Local parents? Commuters? etc and How and when might use the space? We mapped out the times when the different groups might visit and realised there was a rare potential to create a vibrant atmosphere all day everyday. Out-of-towners could use a place to refresh, leave bags, maybe hang out for a while and get their bearings. Locals could use another place to meet, eat and drink.
To connect the station to the local community, and give the hotel more depth and variety, we decided to target both groups, to encourage them to mix and to make real world connections. We discussed what they might all enjoy, practically and emotionally, when they come together. By creating a space about shared interests, needs and values rather than where they have just come from we could create a more dynamic and inclusive environment. However, It was clear that when these different groups arrived they would need a tailored experience, so we mapped out the requirements and the possibilities. We checked what could overlap, what needed to be seperate and discussed how security and catering requirements could be managed as a whole.
The members can then enter the local area without restriction but the locals can’t enter the members area without special permission. An out-of-towner can become a member by purchasing a day pass, by purchasing a first class train ticket or through a membership subscription if they travel regularly.
How would it work practically?
We discussed how we could arrange the flow of people and proposed 2 main entrances at opposite ends, as per the sketch. This is so the locals (the community) can enter directly from the city street and the out-of-towners (the members) can enter directly from the train concourse. This way everyone will feel the building belongs to them and has been designed with their needs in mind. Typically we’d consider 2 entrances to be complicated operationally but here it made sense. This way the out-of-towners (the members) could go straight from the train to the venue without ticket barriers for seamless hospitality and the locals (the community) wouldn’t need to see luggage drop-off and check-in facilities as they enter. Current technology makes it easier to manage 2 entrances than it has been in the past so we proceeded.
It became clear that, for security reasons, the members’ area needed to be more secluded. Also travellers might need a space to decompress when they get off the train, to recharge their devices and themselves. However, if they prefer they can simply be greeted in the members area and walk straight through to the main space. The members hub and the community hub needed to be managed by the same team for this concept to work. When this was being developed Virgin East Coast Trains were serving the station so we toured their existing Members Club before finalising the details and now that we’d addressed what separated people we could focus on what brings them together.
This wasn’t really about creating a hotel anymore, the focus had shifted. It’s a venue with a friendly welcome, food and drink and a place to grab a shower. At this venue you can also stay for the night, if you like.
It’s a place to refresh.
Working title - Tonic.
How do you create that friendly welcome for members and the local community alike?
It’s all about having the right people so we put a local concierge at the heart of the Tonic venue. Your local concierge can recommend a good place for a haircut, tell you what bands are playing nearby, tell you the fastest way to get to St Christophers Place or recommend the best place for oysters or kebabs. It’s like having a local friend greet you. They know a lot about the area and are always keen to learn more.
The concierge also knows information about the destinations up and down the train line.
We knew this whole space needed to be managed by one company, one team. If this was to be an extension of the train travel experience it made sense that we spoke to a train operator now before taking this any further.
We brought in branding specialists as we developed this further and looked at how we could pitch this to an operator. A Virgin company seemed like an ideal Tonic operator, not only did they already have Virgin Hotels with The Commons Club, but also Miss Ricky’s Cafe, Virgin Active gyms and Virgin Music brands in the portfolio and they champion start-ups, disruptors and new ventures. They also have the right values as well as relevant experience. The brand specialists highlighted that Virgin are not an elitist or hierarchical brand, “the Virgin brand’s backbone is it’s values; providing heartfelt service, being delightfully surprising, red hot and straight up while maintaining an insatiable curiosity and creating smart disruption.” “internally our culture never forces people to shrink to fit but encourages you to think individually” This “is a human culture led by our hearts and our heads. We hunt for talent that genuinely cares about people, the planet and profit. This caring is plain to see in the authentic and approachable way we relate to others” Even on the luxurious Necker Island in the Caribbean the staff are approachable, fun and genuinely relate to people from all walks of life.
Our colleague had good contacts at Virgin Trains East Coast so he approached them, set up a meeting and we pitched the idea. We needed to see if they were interested in the concept and to see if this was something they could operate and provide funds to build. Alternatively, maybe they could partner with another Virgin company so we demonstrated how many guestrooms they could get in this building and how many meeting areas, restaurant seats, etc. to give an indication of potential revenue and we explained the Tonic concept. An amazing members club/venue at this London station for the Virgin customers and one that also invites the local community to be part of the space so that within minutes of arriving at the station you can feel greeted by a friend, you can refresh and you can know you’ve arrived in ‘real London’. As soon as you enter the doors you cease to be an out of towner and the experience is anchored in Virgin hospitality. The local concierge is at the heart of the space with a social hub all around. The arrivals area is slightly secluded but then all the guests share places to eat, socialise and think and members and guests can hire out rooms to meet or sleep or work.
Tonic is a
friendly
welcome, a place
to refresh.
It offers a local
concierge, a
place to eat and
a place to sit,
shower and
shave.
It can also be
a place to
sleep.
Depending on real estate leases and finance we explained how this could be a scalable concept, if they preferred an incremental investment we could start by creating a great Virgin destination for the Local Concierge, a local Cafe and an Arrivals Lounge that included a shower, lockers, etc. Then later we could expand the Cafe or add a Bar or Restaurant, add some Guestrooms, or Co-working space, add some Meeting Rooms, etc.
Towards the end of the pitch we also mentioned an idea we’d been fleshing out for a few weeks. Although we had created the Tonic concept specifically for a London venue, when we’d been discussing where the experience should start we’d had another idea that could be added on.
Travel is about the journey and the destination. So how could we create a bigger hospitality experience that connects them both?
We’d been having conversations in the background for a while, asking where should the hospitality start? (For now, we focussed only on physical spaces and ignored the on-line experience). Hospitality on the trains currently starts when you leave the station and the experience ends as soon as the train pulls into the station. People use the members’ lounges before they leave a city but it’s often just self-service. The sense of hospitality at times can be disjointed and inconsistent.
Wouldn’t it be good if before any train journey, as soon as you arrive at your local station, you know you will be taken care of. You could get there early and have a coffee, go to the gym, have a meeting or work for a few hours before your train leaves, you could pre-order your food for the journey, have your shoes polished, print documents or leave a pushchair to be stowed on the train - Depart Delighted.
Then when you get to your destination you can have a drink, leave your bags, grab a nap, enjoy fluffy towels and great water pressure in the showers, have your hair styled, collect a parcel and have someone organise a taxi or invite colleagues to meet in your members area - Arrive Feeling Alive.
There could be a Tonic at every station where you can drop our guard, relax and feel part of a community.
This was the even bigger idea.
We were proposing to consistently extend the Virgin experience beyond the train journey. All the stations would no longer be places to just pass through or navigate, but spaces where you are welcomed and feel at home. There could be hosted events or classes, games for children, local retailers and great changing facilities. It can be tailored to people’s needs. Just the Tonic.
Adjust to each station and city
Some stations on the train line had existing buildings that could house a Tonic venue and at other stations there was room to build them or create pop-ups. The idea was scaleable. Not every city would need the same amenities so they could be created to suit the local area.
Every venue needed to have the local concierge, a small cafe and an arrivals lounge that included a shower, lockers, etc. Everything else would be decided based on local requirements. One city might benefit from having a gym at the station, another might find a retail market would be better to support local businesses. The London one proposed guestrooms but other cities may not need them. The diagrams below show how the offering could change.
In order to develop this and to pitch the idea we needed clear strategic thinking so we spent more time with the brand strategists so we could understand the Virgin portfolio better and to confirm the Tonic values, develop the brand and the tone of voice. They created a presentation to succinctly pitch the concept alongside our more detailed report.
I really advocate collaborating with brand strategists, the good ones can cut through multiple ideas, pull out the best ones and explain succinctly why they are strong and exactly how they will resonate with people.
This is a brief snapshot of the idea pitched.
Credit images: All graphic images c/o Gensler
Travel and hospitality are fully intertwined in this concept. Both the journey and the train station become the destination rather than a means to an end. When people picture travel and hospitality combined they usually think of the Venice Simplon-Orient-Express or hiring a private yacht which are both exclusive and expensive, however this inclusive proposition is more like a fantastic bus tour that will pick you up from your home, take you around the world and bring you back again. It offers a sense of ease and community.
Maximum engagement, maximum enjoyment. Refreshingly different. Just the Tonic
This process included a lot of bubble diagrams and overlapping discussions because we were influenced by many things. Some of the ideas echo services provided in air travel, they respond to changes in remote working, they are influenced by hotels that attract the local community, by contemporary members clubs, by the increased engagement with market spaces and the blurred boundaries of lifestyle spaces in retail and other areas. By keeping our eyes and ears open to developing trends we can develop spaces that are relevant and useful. We were also influenced by disruptive attitudes towards business models, a sustainable and social focus on creating local employment and we were able to rethink some established practices due to developments in technology and the shift to smart tickets for travel. With so many influences it was important to keep asking ourselves what makes this relevant? What makes this different? What makes it compelling?
This was developed with a group of interior designers, architects and brand strategists, not entrepreneurs, investors or developers. We had the capability to understand how the buildings could work from an operational and experiential point of view and we had the experience of profiling guests, understanding their needs and looking for gaps in the market so we just got on with it. As always, we designed with the guests in mind to make sure our designs resonate with people and then we shared our ideas with a potential operator to turn this idea for Tonic into physical spaces that people could enjoy. Next we would’ve needed to work through all the details and our assumptions with the operator.
The original brief may have been to just test-fit one building to see if it could function as a Hotel but part of being creative is always asking questions, it’s a practice that keeps our minds flexible and open.
Collaborators were Hiro Aso, Nicola Law, Tony Wilks, Angel Sanchez, Khue Thuy Tran, Tim Hedley-Jones