|Brand||LE COMPTOIR LIMITED|
|Product / Service||RESTAURANT|
|Category||E01. 360 Brand & Identity Experience|
|Entrant||SUBSTANCE Sheung Wan, HONG KONG|
|Entrant Company||SUBSTANCE Sheung Wan, HONG KONG|
|Advertising Agency||SUBSTANCE Sheung Wan, HONG KONG|
|Production Company||ASIA ONE COMMUNICATIONS GROUP Hong Kong, HONG KONG|
|Maxime Dautresme||Substance||Creative Director|
|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|
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.
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.
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.
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.