Beast is an exciting new project from designLSM. Hidden away on Chapel Place in London, this is a unique, fine dining concept offering diners shared dishes of the finest Norwegian king crab and 2 kilo cuts of steak. The original inspiration for the project came from clients the Goodman Restaurant Group, who were inspired by the rustic huts where communal meals that are served to Norwegian fishermen who catch the king crabs.
Beast is described as the perfect venue to enjoy a feast with friends. Communal fine dining is easily the most unique aspect of the restaurant interior and represented the biggest challenge to the restaurant’s interior design team. Drawing influence from medieval banqueting halls the solution for the restaurant features six massive tables, each one a thick slab of oak measuring 6 metres in length.
Long benches run the length of each table, expertly made from green oak with scalloped seats. They create a raw and quite brutal effect, matching the simplicity and quality of the food on offer. DesignLSM softened the interior with rows of softly lit rustic candle chandeliers and ornate candelabras dotted along the tables.
Diners are surrounded by dramatically lit tanks housing the live king crabs, fridges with large cuts of steak, wine cellars and an open kitchen. The food is opulent and messy, so diners are invited to use the concrete hand basins piled high with napkins, scented soaps and lemon chunks.
Beast works differently to most fine dining restaurants, so every aspect of the project was carefully planned and developed by the interior design team to ensure this unique restaurant could operate as intended.
Working alongside interior designers Design LSM, and closely with the client was sculptor, Stephen Garrett. Garrett built a powerful visual identity for the Beast restaurant creating a visual connection between the brand, restaurant and its consumer. Garrett’s brief was to lead the art direction across media platforms, interior installations and develop the brand identity and visual messaging; logo, web presence, artwork, signage, bronze sculpture and interior feature pieces.
This broad and challenging brief gave a huge scope for possibilities, presenting a vast range of channels for the studio to work. Beginning with the initial logo creation, alongside a strong, creative marketing direction the team worked to encapsulate emotive brand values and a focus on quality and craftsmanship, expanding this to ensure every aspect of visual representation was executed with a strong link back to the origin of the concept.
A full and emotive Visual Identity exists for Beast restaurant, encapsulating replicable elements such as logo, branding, visual, digital comms and website. The application of this identity into the restaurant space – most notably a 9ft bronze rococo bear sculpture, and bear jaws were built using traditional and contemporary processes. The sculpted bear and jaws were part of a collection of artwork/ frame installations, and interior detail, including laser cut air vent covers in the restaurant space. Stephen Garrett (Identity)
Stephen Garrett and his team are delighted to see the amazing space now being enjoyed by diners and look forward to continuing further work with the innovative Goodman Restaurant Group on their popular restaurants and new upcoming concepts.
Stephen will be making a video of this year’s Restaurant & Bar Design Awards ceremony ‘The Story – Building Emotions’ to be held in London at The Old Truman Brewery. Read more about the Design Talks event held at the Beast Restaurant at noon on the 30th July 2015.
Images © James French Photography, & Stephen Garrett Studio