Product / ServiceRESTAURANT
CategoryE01. 360 Brand & Identity Experience
Entrant Company SUBSTANCE Sheung Wan, HONG KONG
Advertising Agency SUBSTANCE Sheung Wan, HONG KONG


Name Company Position
Maxime Dautresme Substance Creative Director
Olivia Chen Substance Designer
Patrick Kim Gustafson Substance Designer
Min Kyung Shim Substance Graphic Design Intern
Christoph Häßler Aka Stohead Stohead Graffiti Writer
John Andrew Perello/Aka Jonone Jonone Graffiti Writer
Nathaniel Mcmahon Nathaniel Mcmahon Photography Photographer

Brief Explanation

The first challenge was to define the aesthetic backdrop for this concept and experience: one that would hold up to the eclectic artwork in the space, yet create a comfortable environment in which to serve fine French cuisine. The second challenge and overall objective was to connect this backdrop, the artwork, and French gastronomy in a seamless way, with a story that made sense. The interior design also had to be adaptable to constant changes in the art installations displayed. The branding had to reflect the Client’s dining concept, and also clearly communicate the different layers to this story.

The Brief

To design the branding and interior of a pioneering fine dining experience, at the core of which is an artistic concept. To create an interior environment that can adapt to the street art installations which directly cover various surfaces in the restaurant space, yet still communicate an elegance that reflects the classic French cuisine being served.

How the final design was conceived

Substance first set the design aesthetic in the 1930s, embodying a balance between form and function: modern enough to support eclectic artwork, elegant enough as an environment in which to serve French gastronomy. Everything has a curved functionality, invoking mechanical engineering and transportation design. To connect the decade, street art, and fine cuisine, a layered history for the building was invented: as the former regional headquarters of a fictional French company, abandoned when plans to manage the Hong Kong tram system never came to fruition. Street artists then came to occupy this space, gathering to share food, drinks and ideas.

Indication of how successful the outcome was in the market

The restaurant has become known within Hong Kong as a truly innovative concept and experience, with broad appeal across local and international mindsets. The restaurant and design work having been featured in a variety of media outlets, from local food and lifestyle magazines (ex. Tasting Kitchen, HK Tatler, Weekend Weekly) to international publications and blogs (ex. Jetsetter, Hypebeast, Trendland), currently fielding enquiries from many more.