Concept, branding and interior design for a new seafood restaurant
"K-Pop meets Louisiana in a seafood restaurant inspired by contemporary Asian street culture."
Seafood City was created by the founders of Vietnamese Street Kitchen, a family-owned and operated group of Vietnamese restaurants. The aim for Seafood City was to bring the traditional Louisiana seafood 'boil' to life—a vibrant mix of seafood boiled in a flavourful broth. To offer variety, the menu was extended to include seafood platters that can be grilled or fried.
From a food presentation perspective, we aimed to enhance the traditional way of serving a seafood boil, which typically involves emptying a pot onto a plastic sheet on the table. To improve this, we designed appropriately sized tables and sourced serving trays that accommodate single-person boils. This not only aids in service but also keeps the dining experience tidier and more refined.
The design of Seafood City draws inspiration from contemporary Asian street culture, blending elements from K-Pop to the graphic language of Tokyo street signage. We describe the aesthetic as 'retro-futurism'—a vision of the future from 1985. The interior features bold primary colors with layered grids in various forms, glitch graphics, and 3D effect ‘Droptix’ artwork. Bespoke light fittings incorporate industrial-grade chain and neon orange fishing nets, complemented by black steel mesh panels and corrugated steel, adding layers of texture and finish.
