Ice Cube Design - Leisure Development - London W1, Wardour Street
Date: 25 Aug 2005
Hummus Bros, a unique restaurant designed by Ice Cube Design, has opened. The restaurant is located at 88 Wardour Street, London W1F 0TJ, close to Mezzo, and brings a refreshing new style and Mediterranean feel to Soho.
The restaurant, which is open from 11am to 11pm daily, was designed within a modest budget to look different from all the other restaurants on the street and to create a simple, casual, contemporary and Mediterranean feel. It also needed to maximise on a feeling of space despite the fact that the restaurant's floor plate is only 40 sq m. A fluid environment suitable for eating in or take away was required.
The burgundy gloss on the back wall adds depth while bouncing back light and the ivory matt walls on the left and right give the impression of space. These walls will also become a feature in themselves as, on the right hand side, the wall will be tattooed with dynamic, vinyl graphics that reflect the soft style of the Hummus Bros brand. On the left, video images that enhance the ambience of the restaurant will be projected. The Wenge laminate floor provides a stark contrast with the ivory and combines with the burgundy to create a rustic feel in an otherwise ultra-contemporary setting.
All of these features combine with the design of the frontage to attract attention from outside and provoke interest in the restaurant. The frontage is ivory and panel lighting coupled with red pendant lights catch the eye of passers-by - they are phosphorescent by day and emit a soft glow at night.
An architectural film on the window compliments the soft lines of the brand and frames the restaurant. This, along with the brand name, is lit with strip lighting. Inside the restaurant, a bar-style table is at the right height for passers-by to see the food while enabling diners to watch the world go by.
Another inspiration for the design was to create a focal point out of the bar. Due to the theatrical nature of serving hummus, an opportunity existed to create visual entertainment.
Mediterranean copper pots, from where hummus and toppings are served in front of the customer, have been positioned in the centre of the bar on hot plates, protected by fire-proof glass. The dark rosewood laminate of the bar reflects the pots and creates a warm feel while brush aluminium at the base protects the materials while adding an extra dimension to the design. The brush aluminium is separated from the rest of the bar by an architectural film accommodating the Hummus Bros brand which is lit from behind. The inside and back of the bar are consistent with the restaurant design and incorporate stainless steel and laminate finishes.
The lighting, while simple, is instrumental in creating two very different atmospheres for lunch and evening dining. Brighter lighting inspires lively, amicable lunchtime eating and the choice of burgundy lacquered tables and dark wood benches add to the rustic, Mediterranean, sociable feel. At night, the spot lights are dimmed and the tables and benches are separated to achieve intimate, cosy, romantic dining.
The restaurant is expected to attract a trendy clientele of busy professionals between the age of 25 and 44.
Hummus Bros Restaurant
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