ZMMA redesigns Feng Sushi outlets

6th January 2011, 12:47pm

Entrepreneur Luke Johnson recently bought a majority stake in Feng Sushi, the London-based chain of Japanese fresh sushi outlets, and one of the first things he has done is to take forward co-founder Silla Bjerrum's vision for upgrading the branding and undertaking a significant refurbishment of the outlets. We take a look at how the works have progressed.

Architecture firm ZMMA was elected to design the ventures, which 15 years ago helped develop the original look for Feng Sushi.

Adam Zombory-Moldovan, director at ZMMA, said he is excited about giving the brand a facelift: "Given our shared history, we were delighted to be selected to work on the new look for the stores. 

"The original design has served the group well for several years but the launch of the new brand identity offered the perfect opportunity to refresh the interiors and shop-fronts in order to create a strong marriage between the new branding and the design scheme and to reinforce Feng Sushi's position in the market."

The brief was to develop a look that sets Feng Sushi apart from its competitors, create a "strong association" with the brand values, and gives an "eye-catching" street presence. The refurbishment of two stores (at Notting Hill and the South Bank) is already complete and are are both said to be "thriving in trade".

The Fulham branch will be upgraded next and, with the acquisition of the neighbouring property, this unit will nearly double in size, the designers say.  The remaining stores in Borough Market, Chalk Farm, and Kensington are unveiling their new look for a fresh start at the beginning of this year.

Zombory-Moldovan added: "Most other sushi chains have adopted a very brightly lit, modern and synthetic look using harsh colours, metallic finishes and perspex for their interiors, often reflecting their pre-prepared, pre-packaged offering. 

"Feng Sushi has a very different style, priding itself on using only the freshest, sustainably- sourced fish – and everything is made-to-order.  It was important that this distinction was embodied in the design.  The focus is on detail and quality, and by using crafted, natural materials - like the Sycamore plank tables and counters – with inherently warmer colours, we have created a fresh, comfortable, tranquil interior, offering a haven from the bustle of the street."

"We worked closely with Feng Sushi and its branding agency, Duke, to ensure the new identity, together with the use of space, materials and the design scheme, were all true to the client's aspirations for the customers' Feng Sushi experience."

Weblink: www.fengsushi.co.uk

Related Articles:

• 17 Apr 2012 - Feng Sushi announces eighth restaurant in West Hampstead