Happyhappyjoyjoy is inspired by the hectic streets of Asia, serving small dishes influenced by the streets and markets of Thailand, Malaysia, Vietnam, Indonesia, China and South Korea. The interiors and branding design by Concrete draws on this conglomeration of cultures and influences, with neon lights, artwork and bright, rich colours, textures, prints and lights. Concrete designed the interiors and identity of happyhappyjoyjoy; a restaurant which represents an eclectic mix of different streets and alleys with different seating areas, smoking woks and steamers in the background.
Concrete’s ambition for the venue was to create a new generation of restaurants and interior design which breaks from current trends. Divided into five spaces, each has a unique identity, capturing the organised chaos of Asian streets. The identity of happyhappyjoyjoy captures the smile that goes with eating well with the people you love. The logo is written as though with noodles, and appears throughout the space.
On the approach to the restaurant, visitors and passers-by are drawn in by the happyhappyjoyjoy signage written in neon on the façade. With 18 richly coloured light boxes just behind the windows, each varying in size, artwork and height. Dominating the café area is a galvanised steel bar placed centrally, accompanied by high tables with bar stools along the windows. The walls around the bar are painted in a jade green while two oak cabinets provide extra storage space. The shelves are angled at 45 degrees and are filled with Asian beers, wines, sakes, spirits and a careful selection of teas presented with a twist.
The happyhappyjoyjoy sign lights up the room and contrasts with the jade green walls. High tables accompanied by bar stools allow for a quick snack or waiting for street food to-go. The entrance of the restaurant refers to an alley, with a second façade. Custom made walls of louvre doors arch over the open connection to the bar, enhancing the street feeling further into the restaurant.
The restaurant area radiates a completely different, and more colourful, atmosphere. The walls are covered in bright artwork featuring a collection of posters and pamphlets collected in Asia, as well as some created specifically for happyhappyjoyjoy. The artwork is plastered randomly across the walls (like graffiti) and even continues into the large alcoves. The alley is illuminated by five huge Proplights by Bertjan Pot for moooi featuring bulb lights, reminiscent of garlands of random streetlights as seen in pop-up street food stalls.
Divided into two rooms with custom made oak park style benches against the walls, accompanied by chairs by Verywood and Satelliet tables, the red backlit paper umbrellas on the ceiling strengthen the warm Asian ambiance of the room and the identity. The images in the light-boxes are close-ups, built from the same school script as the logo and the words happyhappyjoyjoy has been written in the six languages of the countries that inspired the menu.
The kitchen is connected to the back street alley where a steel wall of hawker stalls in the back with openings frame the kitchen. Woks, steamers and gas burners bring the restaurant to Asian temperatures. The alley contains high tables and bar stools for groups to enjoy the spectacle in the kitchen. The opposite wall to the kitchen is painted in black chalkboard paint and celebrates Julius Jaspers’ recipes in step-by-step drawings.
The private dining room of happyhappyjoyjoy is located on the left-end of the back street alley. The walls are decorated in the same way as the alley, but the spaces can be closed off using steel doors set with glass panels. Behind the table, which offers eight covers, an artwork of 99 melamine sushi plates in six different colours completes the space.
Images © Concrete & wouter van der sar