The collaboration has been a wonderful journey and we are incredibly proud of the first fruit of our labour Center Hotel Laugavegur, Stökk grab & go and Lóa Bar & Bistro, all of which have exceeded our expectations with record sales since the launch.
Sara Kristófersdóttir CCO of Center Hotels

 A bar & bistro inspired by man vs nature

Loa is a restaurant concept which is located on the ground floor of Center Hotel Laugavegur in Reykjavik, Iceland.  The brief was to create a concept that was adaptable to day-parts –  breakfast, lunch and dinner, as well as appeal to both locals and hotels guests alike.  LÓA is the Icelandic name for a bird that traditionally signifies the coming of spring and works hand-in-hand with the design, inspired by the theme of ‘man vs nature’.

This juxtaposition is represented in both the graphics, which contrast industrial inspired typography with topography of the Icelandic landscape, and the interiors, balancing the industrial palette with the warmth of the upholstery and a charred timber bar. The shape of the light fixtures also creates light movement, a further reference to Iceland’s natural scenery.

What we did

Brand Strategy
Brand Identity
Visual Language
Signage & Application
Interior Design
Website Design
Photoshoot and Film Art Direction
Uniform Design