Japs! Dante

VenueTurin, Italy

ClientJaps!

Year2017

Concept

Opposites rule: light and darkness create an ideal separation, so the same space can serve the two souls in Japs! – fast and slow. This was a 360° project that went from interior decor to branding, connecting every aspect: for example, the decorative motif in the logo became a graphic and architectural element, in a relationship of perfect symmetry between image and architecture. Now each Japs! restaurant offers a different Japanese specialty, effectively connoting the chain’s different venues and sparking clients’ curiosity.

Development

Stone and wood make Japs! restaurants cozy and elegant, so clients feel welcome and stay longer. In the area closer to the entrance, darker colors and wider use of hard materials were designed for informal and quick meals, without table service. Moving beyond, a second area is dominated by light and the wavy rhythm of a blond wood box, welcoming clients who seek a more comfortable and relaxed experience. Within the cohesive decor format, the highlights are the massive counter, shared table for quick meals, and dark panels with watercolor and iridescent hues, created with viroc – an innovative mixture of cement and wood particles.