Kua ‘Aina, The Legendary Burger and Sandwich Grill, approached DesignLSM to act as brand guardians and evolve the brand and interior for the new restaurant in Goodge Street, Fitzrovia. Our brief was to ‘buck the trend of minimalist, industrial interiors, to utilise recycled materials where possible and create a visual connection between the restaurant and open kitchen’.
Our interior designers and branding team drew upon the Hawaiian heritage, ensuring that the vibrant, friendly brand was accentuated through-out the interior. We created bold illustrations , typographic murals and paste up posters inspired by 60’s surf culture and Hawaiian tourist board advertising. Neon signage and hand–painted corrugated iron counter fronts helped to create a colourful bold ambience bringing the hospitable spirit of Hawaii alive.
Our interior designers recreated a surf shack vibe by utilising up-cycled furniture painted in energetic colours, thatching the sky light with bamboo screening and furnishing it with flower garlands. The light fittings were created with surf board leashes and colourful fabrics. Stripped back wood panelling and sanded floor boards accentuated the theme.
The restaurant is situated on a busy street, it was therefore important to create a visually arresting facade which would entice customers in. A surfboard was used for the external signage along with brilliant yellow canopies and breeze screens to bring a hint of tropical sunshine to the London streets.
The designs looked good on paper and have been a great success in reality. We have a strong, authentic brand identity from Hawaii, and our brief was to create a unique environment… DesignLSM have captured our spirit, providing the staff with reasons to smile… and guests with a warm, comfortable surf-shack atmosphere. The arresting design has also meant people cannot help but stop and look in from the street. It’s useful to stand out in an area well known for its restaurants.
