DISHOOM/
WE CREATE SUCCESS
The dining phenomenon that revolutionised the
UK’s dining scene
Indian food is the nation’s favourite cuisine in the UK and most Indian restaurants look and feel comparatively similar. This new concept vision had to be authentic not clichéd, modern but connected to Indian roots, and honest but not wedded to the usual conventions. The initial brief was to create a canteen-style kebab house but following extensive research and several invaluable trips to Mumbai, Afroditi masterminded an entirely new restaurant concept based on Bombay’s best kept secret: the Irani Cafés.
SCOPE OF WORK: CONCEPT, BRANDING, INTERIOR DESIGN
LOCATION: LONDON
YEAR: 2010
The vision was to create an immersive brand narrative that flowed flawlessly through service, menu, design, ambience and market positioning, with the studio leading the creative direction of all aspects that informed the final design. Subtly exotic and classically urban, at the time of it’s launch, Dishoom was a far cry from other UK Indian restaurants, avoiding all the commonplace designs that come with the territory, yet respecting the overlooked beauty of everyday India. It quickly established itself as the category-leader paving the way for a wave of Indian concept restaurants looking to achieve similar success.
