Located in Guangzhou City, China, Rice Home, a newly launched premium casual dining brand from Hong Kong, paid attention to the pursuit of superior rice quality, attentive and dedicated service, and an elegant and clean dining environment, with an emphasis on unique and contemporary recipes, creatively blended modern and innovative food made with rice.
Four Lau and Sam Sum, Chief Designers of AS Design, had a short time to complete the design concept. Customers enjoy a dynamic visual impact and experience with this new casual dining brand, to expand the design possibilities, but also to break the whole dull and boring culture of the industry. The design language includes a hexagon and bright yellow symbol that can be interpreted as a beehive. We distributed this natural structure in every corner, associating a dynamic home and living space with a young and dynamic image of the brand.
Irregular hexagons give customers the sense of dynamism, and also enhance spatial layering at the shop front, where 3-D black hexagons are surrounded by the inner and outer contrast in colors, which made the indoor dining space particularly warm. Interior walls were decorated with light-colored hexagons and black background, creating a sense of space to an infinite extension. The 3-D hexagons on the ceiling connect indoor and outdoor, with bright yellow and lighting effects that inject a huge 3-D sense of tension into the small space and also hide all of the air conditioning.
The bowl-shaped sculptures at the curved wall creates a visual sense of food aroma to arouse the appetite. The yellow spheres are symbolic of certain food elements and particles; they connect to the TVs and are used to promote new food products. The food menus are depicted on TVs to achieve a high-tech effect. Designers hope to use simple elements to create spatial diversity, activating the imagination and expectations of this casual dining brand's customers.
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