TwentyOne06 have been shortlisted for Restaurant – Global Award in The International Hotel and Property Awards 2022.

Tokyo has been a locally owned restaurant in Saudi Arabia for the past 30 years. Over the last decade it had lost its identity and its following. As modern restaurants entered the market, the client knew it was time to reinvent the location, and to do so they approached TwentyOne06. Being an established brand, this became a very sensitive project in that the designers had to help attract new footfall without alienating the restaurant’s existing customers.

TwentyOne06 not only had to create a great design for Tokyo, but they had to evaluate what aspects of the restaurant was working and which were not. They had to reconsider it’s positioning and offering, as well as understand what makes a strong visual identity to the brand. The new design is focused on creating a strong brand identity that allows everyone know that you are in the location of Tokyo restaurant. Using brand colours, materials, and patterns to establish a restaurant with brand recognition as well as being visually attractive to entice guests, TwentyOne06 found a balance in the design.

The design story of Tokyo is to take the guests on a Japanese-inspired journey. From the moment you enter Tokyo, you are transported to a different atmospheric ambiance, which continues to layer with different experiences as the guest moves through the restaurant. Each area of Tokyo unfolds a different seating style with its own design environment, that gives the guests a new experience with each visit. The secret mocktail bar on the ground floor is surrounded by greenery and water features, perfect for a refreshing beverage. Close by is a space with mixed seating, offering booths with inbuilt stain glass panels that represent the Japanese wall panelling, large group tables and loose seating. The detail in zoning the styles here makes the environment suitable for different types of groups. On the first floor is two teppanyaki rooms that can be used individually or for one large group. The tea bar holds unique teas imported from Japan and Asia, and the living green walls create a fresh open space with bench seating. For bold and high-end bookings there is an exclusive private dining area.

Tokyo Arabia is a transition from tradition. There is a juxtaposition of materials using traditional Japanese construction designs with modern materials. The design style was focused on the Japanese style, not just replicating but dissecting the principles of Japanese design and using modern materials and methods to enhance this unique Japanese restaurant brand. The traditional panel decoration of Japanese style has been coalesced with stained glass, displaying traditional Japanese artwork as lightboxes.

As TwentyOne06 has grown, so has its reputation. It’s now recognized as a design agency that provides unique designs, that also fully take commercial success into consideration. They aim to be always pushing the boundaries of design whilst making sure what they design starts with a strong foundation for their clients. Within a day of opening and ever since, Tokyo has had lines outside the door.

TwentyOne06

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