The Salt Room, Brighton

We named and created the brand identity for ‘The Salt Room’ restaurant, the younger sibling to the respected ‘The Coal Shed’ owned by entrepreneur Raz Helalat.

The Salt Room is located on Brighton’s seafront and it was DesignLSM’s task to develop a visual identity for the restaurant which celebrated seafood in a brasserie style setting. The challenge was to create a distinct and unique identity whilst maintaining visual harmony between the two brands.

Inspired by its location opposite Brighton’s West Pier, we hunted down original Pier drawings which we transformed into eye-catching blueprints for interior artwork. The ‘Salt Room blue’ was inspired by the blue that’s created as a result of contact printing and formed a strong part of the identity. Applications included Signage,  business stationery,  feedback cards and a full menu suite including bill folders and handmade leather embossed menus covers.

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Chop Bloc & Bloc Bar, Chelmsford, Essex

DesignLSM, designlsm.com, were approached by restauranteurs Steve and Dave Pattern to create an appealing brand and interiors for a new high-end steak and burger restaurant and bar based in Chelmsford – Chop Bloc and Bloc Bar.

The brief was to produce a brand and environment that evoked the Pattern brothers’ passion about quality dry-aged steak whilst at the same time appeal to a discerning client base seeking a premium dining experience.

DesignLSM’s branding team drew upon the cuts and chopping marks of the beef to create a core logo, incorporating a bold type face and cow motif. The identity was applied across all customer touch points, including exterior signage, environmental graphics, print, advertising and online applications including a website. The branding team also created unique identity and applications including bespoke signage, menus, stationery and website for Bloc Bar.

The project involved DesignLSM acting as brand guardians and taking the lead to provide creative direction to the PR company, copywriters and uniform designers.

DesignLSM’s interior designers worked closely with the in-house branding team to extend the concept though to the interiors. The restaurant is based in an 18th Century Grade II listed former brewer’s building. Our designs, therefore, had to be sensitive to their surroundings, ensuring that we retained the character and incorporated some of the traditional materials of the building, whilst creating a modern environment that sits harmoniously with the high-end produce.

The main entrance is designed to be a welcoming space in which the diners can obtain a flavour of the concept and produce on offer, enhanced by the walk-in meat room which exhibits the hung meat and steak as a feature display. Adjacent to the reception area is a dining space, featuring banquette and loose seating with exposed brick walls and elegant glass globe pendent lights.

An exposed steel staircase and glass lift lead the patrons upstairs to the main dining room, where the stairs and lift continue to make a dramatic statement. The atrium walls turn to frosted glass and the balustrade of industrial mesh are silhouetted against the glazing. The dining area comprises of exposed walls and ceiling beams and back to back banquette tables that are separated by internally illuminated mesh screens which create an intimate and welcoming ambience. Booth seats provide additional seating, the lights hung over these tables are suspended from abattoir hooks further evoking the industrial feel and referencing the quality of the dry-aged hung steak on offer.

The second floor houses the Bloc Bar. Patrons are welcomed to the bar by a feature floor mounted sign comprising of 7 boxes each containing an illuminated letter spelling out Bloc Bar. The bar is constructed with a metal frontage and a concrete top, lit by brass faceted pendants hung along its length. The back bar bottle step is made from back lit salt blocks and diamond shaped black tiles and riveted aluminium panels cover the back wall. Deep seated brown leather wrap around swivel stools sit up to the bar providing patrons with a luxurious seating option. High sit up tables and large semi-circular brown leather booths complete the bar area.

Decoratively dotted around the restaurant and the bar are wall mounted light boxes, containing bold black slogans such as ‘True love is rare – Like good steak’; the slogans originate from DesignLSM’s branding team. Complimenting this is a multi-layered collection of light boxes that depict a cow displaying the various butcher cuts. The light boxes are a contemporary take on wall art enticing the patrons to immerse themselves in the playful environment.

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Trend update #3

Sustainability
Zero waste ideals and the desire for sustainably sourced products have gathered speed. Silo, a Brighton based restaurant and café is the perfect example of this trend as the owners embrace a zero waste philosophy and source food that respects the natural order.

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A Pinch of Inspiration

Smack is the latest venture from DesignLSM’s long standing client the Goodman Restaurant Group, the team behind the infamous Burger & lobster brand. DesignLSM were commissioned to create a strikingly simple interior design for the new fast food fine dining concept…..

Read the full article in Interior Design Today here

Source: Interior Design Today

Read more about our restaurant interior design for Smack here

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Trend Up-date 2015 #2

Visual Authenticity

Consumers are leaning towards authentic dining experiences that offer hand crafted and honest products. Raw, reclaimed finishes, handwritten typography and vintage artwork reinforces this authenticity. We recently worked with Kua ‘Aina on their newest restaurant in Goodge Street London incorporating these features.

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Trend Up-date 2015 #1

Welcome to our first trend forecast, keep an eye out for our predictions/ thoughts throughout the year.

Sharing Space
In 2014 we saw an increase in demand for multi-functional dining spaces as customers sought a more immersive experience. A good example of this is one of our newest projects, Pavilion in Kensington. This is a restaurant, bar and delicatessen that also houses a bespoke florist. This type of ‘destination design’ will become important for consumers who are expecting more than just food.

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Interior Design Toady, Prime Steak and Grill

Owners Terry Greenhill and Ferdi Pacelli approached DesignLSM to create an original brand identity and interior design to reflect their new high quality steak restaurant concept.

Aware that their local audience would be predominantly affluent couples attracted to the area by local heritage redevelopments, Terry and Ferdi were clear from the outset that they did not want Prime to be the commonly seen overtly masculine and casual steak house restaurant…

Read full article in Interior Design Today here

Source: Interior Design Today

Read more about our restaurant branding and interior design for Prime Steak and Grill here

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DesignLSM brings sunshine to the streets of London – Kua ‘Aina

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’.

Read more about our project here

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Kua ‘Aina, London

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.
Ed Bardos – Owner – Kua ‘Aina

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We’re hiring!

We have an exciting opportunities for a junior interior designers and a senior interior designer to join our team in the New Year based in Hove.

You can find the full details here

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