48 FOCUS
design stage, as the menu offering can morph and, as a result, the design narrative develops. We strive to focus on the guest experience as primary – however, functionality or operations is key for the overall package to be successful. Tere can be times when compromises must be made – however, in the event a seating configuration, or the guest perceived view is affected, we strive to make this a special focus to never have a bad seat in the house!
What current trends are shaping your work in bar and leisure design – whether in terms of materials, spatial layouts or guest expectations?
Guest expectations are rightfully higher today than they previously have been, which we think is a very good thing. As designers we want to be challenged and strive to create better solutions for both guests and the operational teams. Spaces are now multi-functional and cater for a greater degree of experience or activities. Hospitality, retail and the workplace are becoming one, as we all expect our spaces to cater to more needs, in a harmonised way. Brand or space storytelling, interactive digital content, sensory layering, flexibility and, of course, sustainability are key areas currently.
Sustainability is becoming a standard expectation. How do you embed sustainable choices into the design and delivery of your projects?
We feel this needs a holistic approach that doesn’t just focus on material specifications. At Zebra, we have sustainability champions in each of our offices that continuously keep up to date with innovations and ensure all our teams are informed and connected globally to take best practices from around the world. As part of this in-house initiative, we have extensive research libraries that allow us to quickly and effectively embed sustainable practices into our projects.
Zebra operates globally on projects such as the fast food restaurant chain Shake Shack. How do you ensure each project reflects local culture and context, while still maintaining the consistency and values of the brand?
Project
Jack’s Bar & Grill, Dubai
JACK’S BAR & GRILL at Dubai International Airport’s Terminal 3 combines rustic charm with a luxurious twist. Inspired by Jack Daniel’s, the establishment now features a revamped design by Zebra that aims to provide travellers with an elevated bar experience that merges retail and casual dining.
Right The bar is illuminated by Jack Daniel’s signature amber glow
Te bar, illuminated by Jack Daniel’s signature amber glow, offers a variety of cocktails, draft beers, spirits, and wines against a striking backdrop. Guests can choose to dine, drink, or do both, with high-level seating options catering to those on the go. Te atmosphere radiates sophistication and warmth, blending marble tabletops with charred wall panels for a contemporary rustic ambiance. Te sustainability aspects of Jack’s Bar & Grill are energy- efficient lighting and locally sourced materials, including versatile furniture that is locally manufactured in the UAE. Te bar’s interior design aims to seamlessly blend tradition with modernity. Custom-built joinery optimises space utilisation while adding a contemporary flair. Innovative custom-designed bottle rack partitions are integrated with LED lighting in an amber orange to elude the shape of the Jack Daniel’s bottle and create an interesting view from both the inside and the outside of the bar. Another innovative custom light feature, is the amber neon rope light
Shake Shack always intend to enrich the neighbourhoods in which they open and be an accurate reflection of the local community. Each Shack is designed in a way that is unique to the location, this includes a strong sense of place and narrative to inform all the interior design elements, specifically partnering with local artists and creating new menu items. Tere are a range of core branded elements that relate to the brand’s origins in Madison Square Park NYC – we synergise this with bespoke design elements to reflect the narrative for a coordinated offering globally.
How do you engage with clients and operators at the early stages of a project to ensure their vision aligns with what’s deliverable in design terms?
Open and honest dialogue at the start of the project is key to creating a clear shared vision of the objectives of the project or space. Of course, cost forms part of that conversation – however, design does not need to be controlled by budget. As the designer it is our responsibility to create a physical version of the vision regardless of budget and create an experience that is memorable for the guest. Based on research and insights we prepare a series of routes/design solutions to discuss with the client to ensure ‘buy in’ throughout the process. We always strive to be an extension of the in-house team and see the relationship as a partnership throughout.
With many projects tied closely to brand identity, how do you create spaces that are distinctive and on-brand, without falling into a formulaic approach? Each brand has a different story, a different origin, and a different vision; therefore, we design specifically for that brand and/or space. We intentionally do not have a house design style as we believe each project and client is unique and the design solution should reflect this discussion. ‘Design that Connects’ is not simply a tag line, it is something we abide by, connecting across our teams and offices, connecting with the client and above all else connecting with the guests to create extraordinary brand experiences globally.
swirling from the ceiling, representing a whiskey swirl as it is being poured into the glass. Te bar and grill has also been laid out to seamlessly integrate a retail space for Jack Daniel’s merchandise to be sold, a rare feature in a bar and grill.
Another neat function considered in the design is the booth seating, which is the exact height of a cabin suitcase, so that it can sit neatly and safely alongside the booth while the customers dine.
PHOTOS: ED REEVE
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