Imli Street, Soho
Friday 14 Jun 2013
Ternal project manager Imli Street, Indian eatery located in Wardour Street, Soho, has reopened after having gone through a complete redesign and rebrand.
The client, The Tamarind Group, approached us to turn what was a traditional Indian setting into a New York loft-style space with a street food feel. The brief was to create an interior with a street food look, a casual space, yet still retaining the element of comfort and sophistication in which people would want to spend more time in and enjoy.
The space has been completely opened up (300 sq ft), stripped back to exposed brickwork, poured concrete walls and completed with a centralised feature bar, soft zonal seating and contemporary furnishings. The use of materials in their natural, distressed state like the blackened steel bars, rustic oak timber table tops and the exposed cabling and industrial light fittings all show age and rawness of the style, evoking openness; what one would expect from a street scene, eating Indian street food.
The back of the restaurant has been unblocked by exposing three windows giving onto the iconic Soho Wardour Mews, again giving the sense of this street scape scenery.
The branding takes inspiration from travelling and the originality of street food in India. An offshoot of the Mayfair restaurant Tamarind (‘imli’ is hindi for Tamarind), Imli Street is a one off independent restaurant. The interior reflects the food offering, creating an urban raw canvas yet remaining comfortable in its prime Soho location.