Burger King is now part fast-food joint, part chill-out venue writes Yvonne Xu – thanks to a new concept that has been rolled out across the Asia-Pacific region.
7 February, 2012
With changing consumer attitudes – a new focus on eating experience, for one – comes a shift in fast food joints towards friendlier, warmer cafe-style interiors. The Golden Arches have gone upmarket and polished à la francaise in France, Colonel Sanders has come to understand the Japanese appreciation for refined, minimalist environments, and so it is with no exception that the king of burgers has made its move too. Leading global burger chain Burger King (BK) asked Singapore- and Barcelona-based design collective Outofstock to design a concept store as part of its brand identity revision for the Asia Pacific region.
“The goal of the project was to create a new interior identity for Burger King,” shares designer Gabriel Tan. “They wanted a warm and welcoming store that would appeal to a wide audience – teens, young adults as well as families with children. The design should stand out but at the same time be accessible for the man on the street.”
Tan and his team came up with a Garden Grill concept for the chain’s outlet at Singapore’s Goldhill Plaza. Referencing spirited summer camps and leisurely barbecue parties, the Garden Grill idea is interestingly built upon BK’s own brand heritage.
This meant that uncomfortable seating and glaring lights were taken out, as were garish red tones.
What has been introduced is a brick and timber palette that resets the overall tone to one that is friendly and casual.
Read the full story in Cubes magazine issue #54 out now at Singapore newsstands.
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