Cupbob Korean BBQ is an US Restaurant chain expanding to Indonesia, their first outlet is located at Living World Mall, Alam Sutera, Tangerang. High Street was given the responsibility to develop their flagship outlet in Indonesia. Acknowledging that the first start of the brand was in a food truck in Salt Lake City, Utah, we developed a design scheme that plays with similar industrial material as a truck, in this case yellow painted coruggated panels.
The resulting ambience is an urban- street vibe, using a lot industrial material into it like black painted steel, brick wall, and cement pattern tile. We also want to share the offering story and information about the menu trough interior elements by using environmental graphic with fire shaped at the wall.
For this restaurant design we also focused on wayfinding system, so that customer can easily find their own way in the ordering and picking up process due to the self-service system. Wayfinding can be found on the floor and interior space walls with attractive applications and shapes so that customers easily see and read it.
Design: High Street
Photography: Hari A Suwanto