Stephen Ledoux

Winner spotlight: Gatsu gatsu

Jo Smit
Monday 17 Dec 2018

Many of the world’s big cities now have restaurants and street vendors selling Asian wok based dishes, so when Belgian restaurateur Gatsu gatsu wanted to define its brand, the pressure was on to come up with something innovative. The final concept is bold, bringing all the dynamism of Asian streets and alleyways to central Brussels.

The design by Pinkeye Design Studio, which has since rebranded its own business as WeWantMore, won the Commercial Branding Concept Award in the World Interiors News Awards 2018, which were celebrated in London last month. It draws on specific Japanese influences, broader Asian references and the possibilities of the restaurant building itself.

The branding’s logo with its broad brush strokes clearly draws on the heritage of traditional Japanese brush calligraphy. The designer has also taken inspiration from the surfeit of smells, sounds, styles and signage that characterise the Asian urban environment to introduce a sense of dynamism and street food atmosphere to the restaurant.

The narrow, deep plan restaurant building provided the perfect raw material for the creation of a bustling Asian-style alleyway, where inside and outside space blend. That narrative is enhanced using such features as hard finishes, dark colours and a series of brightly coloured signs.

The colour palette is limited, with traditional black and red being combined with Asiatic blue, the latter featuring prominently in the washrooms. Menus and other branded collateral apply the red and blue with whimsical noodle-like graphics. The WIN Awards judges summed it all up as, “an immersive and well informed brand experience”.

The WIN Awards showcase the very best global creativity and talent in interior design across categories covering interior products, practice and projects as well as branding concepts.

The full list of winners of the WIN Awards 2018 is here.

Key Facts

Commercial Restaurants

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