Yershari is Shanghai’s leading Xinjiang restaurant chain that strives to give customers an authentic taste of China’s largest province, which is inhabited by a range of minorities similar in culture to those of the middle-east. At the same time, Yershari’s restaurant needs to appeal to an increasingly savvy, young and affluent Chinese customer that demands an international modern style.
The stylistic concept for the entire restaurant was coined ‘afternoon in Dubai’, which was geared to heighten the brand’s somewhat traditional middle-eastern style into a slightly upmarket luxury feeling in order to capture the typical customer coming to Yioulai, Value Retail’s newest outlet mall that retails high-end brands and the latest fashion. A range of dining zones pinwheel around a center bar that highlights the lamb skewer BBQ kitchen, Yershari’s most signature and best selling item giving customers an up close and personal look at this culturally distinct cooking process.
Designed by ASIG Design
Photography by Cloud Cheng & James Cai