Shanghai, China, 2013 – 2016
One well loved brand, multiple distinct branch locations. Design elements that allow different angles of the same brand to shine, while adhering to the commonalities through material choices, colour schemes, and kitchen lay outs.
Ranging from the “market” themed Chamtime location, the picnic in the park at Raffles, to the YYC youthful scooter themed restaurant, each branch differs in design, aesthetic and concept, and clearly articulates the Pizza Express brand. From the material choices to table layouts we try to ensure that the story and uniqueness is felt throughout.
The food and ease of front of house are crucial to the function of each restaurant, and the kitchens are tailored to each space and concept.
Part of the fun of designing for a big brand is finding creative ways to bring out the best of the brand’s voice, in concert with the AIM design voice – bold, fun, and unexpected.