SIMPLY THAI – PLAZA 66 SIMPLY THAI – PLAZA 66 SIMPLY THAI – PLAZA 66 SIMPLY THAI – PLAZA 66 SIMPLY THAI – PLAZA 66 SIMPLY THAI – PLAZA 66
simply | thai
"In 2013, Simply Thai, the very first Thai restaurant in Shanghai, decided to rebrand itself for the first time since its inception 15 years ago. The main focus of this rebranding was on the interior design of the restaurant.
After researching the target market of Simply Thai and the brand itself, we found that the key to rebranding this brand was to provide a strong recognition or sense of Thai-ness, since most of the customers are Chinese people and expats living in Shanghai. At the same time, the restaurant needed to showcase the individual character of the brand. Another interesting and helpful finding during the research process was the name of the brand, Simply Thai.
We saw potential in the name and wanted to use it as a core idea to develop in the design process. Therefore, IF proposed the idea of redefining these two words in the name differently and separately.
simply = modern, western, minimalism, simplicity
thai = traditional, eastern, maximalism, complexity
Both words were used throughout the design process under a technique called “collage,” which is the act of combining two elements without simplifying them. The final outcome would embody the obvious Thai flavor combined with a modern/western look, which became the core idea for IF to develop the other branches of Simply Thai as well."
Location
Shanghai, China
ClientsSIMPLY THE GROUP
Design Date2013
Completion Date2014
Interior DesignerIF (Integrated Field)
Lighting DesignerKullakaln Gururatana
FF&E DesignerIF (Integrated Field)
Environmental graphicIF (Integrated Field)
