The new look Beefeater

21st January 2010, 1:43pm

The main focus when designing the Eureka Park Beefeater restaurant in Ashford was to modernise the interior design of the family pub establishment. We take a look at what it took to make this such a success.

Beefeater is renowned for its freshly cooked chargrilled food. The design team made the decision to hero this in the layout of the restaurant. 

As part of the new look guests are now able to see expert chefs prepare and cook their favourite dishes in front of them on the new eye catching open grill which is placed in a prominent location within the restaurant.

The restaurant lighting has also been redesigned to create greater contrast and more atmosphere. The aim was to have a gentler effect with elements of the design but still be striking with variation and flexibility of the areas created. 

An all new set of soft finishes was introduced to the concept to reflect current colour ways and style. The result is a relaxed and contemporary environment for guests to enjoy a delicious meal with family or friends.

All design decisions were based on in depth research with guests.

The team describe the open grill as one of the key features of the venture. It is the focus of the restaurant with the seating radiating away from this area. The seating has been revamped, reducing the use of booth seating in high traffic areas and introducing high backed leather seating in the bar area. Other features are mood lighting and artwork and a framed floating fireplace.

So how did the team approach this project, I asked. It began with an initial evaluation of the current design. Conversation sessions were then held with various stake holders to identify what areas and design elements needed to be refreshed, modernised or were no longer appropriate. 

All design decisions were based on in depth research with guests and every effort was made to respond to the points they raised.

The next stage was to produce a series of mood boards and feasibility plans to establish a workable layout and an overall feel. The following stage was to develop up the design concept into a series of visuals for executive board approval. With that achieved, the detail such as the kitchen and focal grill layout had to be worked into the design plus the lighting and furnishing layout. 

Finally it was the detail design of back bar fitting, artwork packages, feature screens and displays, merchandising and toilets. The overall process reflects an evolutionary approach and the need for the core estate to be connected in design terms.

Inspiration was taken from many different sources including Houstons in the USA, and another Whitbread concept called Table Table.

The fit out cost was approximately £1.2m including catering, back of house areas and first floor accommodation for the team.

The restaurant, which opened its doors to the public in December 2009, will also comprise a Premier Inn, which is due to open in February.

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• 01 Oct 2009 - Beefeater celebrates 35th birthday
• 26 Aug 2008 - Edinburgh first stop for Beefeater roadshow