I-AM has a portfolio of clients in many sectors, including food and drink. They have a refreshing and modern-day attitude to what is required to breathe new life into tired or dated products. They look beyond design and into the psyche of the perceived customer in order to create an appropriate and exciting tailored customer experience.
In this instance they were approached with a clear brief from HAZ owner and founding partner, Zafer Cicek, who wanted his five City sites modernised without losing the spirit of the established brand, thus retaining existing customer loyalty whilst appealing to a newer, younger, more affluent diner. I-AM were asked to help define an experience to take customers to the heart of modern day Turkey and to help HAZ in becoming the number one restaurant serving quality Turkish food in central London. According to I-AM, instagramable experiences and environments continue to be key for the modern cosmopolitan consumer. Therefore, they have designed a space that is “gram- worthy” with its sophisticated menu and opulent setting. They worked on a holistic approach, which involved crafting the identity of HAZ across various Customer Journey touchpoints; conveying HAZ’s identity in the design of the space and any consumer facing communications, from graphics to interactions within the restaurant and online.
In conjunction with brand and visual development, a new contemporary menu was developed in collaboration with leading chef Niall Davidson. The design concept is based on a balance between bitter and sweet, translated by light and dark areas to the restaurant; with a more casual, intimate bar space that transcends into the lighter, main dining area. A concept enthused by the art of Turkish coffee, the restaurant’s ceiling has an undulating design, created to reflect the ripples of the coffee and deliver an energy through the space.
The restaurant is laced with hints of gold and copper, from the lighting and bar design, right down to the menu visuals, inspired by the burning embers emitted when cooking. The functional layout enhances the opulent atmosphere, as guests are treated to the theatrical performance of an open kitchen. Whilst the overall architecture is welcoming and engaging, the sense of opulence is an integral part of the customer journey.
Published: 21 April 2018 on GSMagazine