ABSOLUTE PUTS THE TOPPING ON PIZZAEXPRESS IN CARDIFF
With a slice of urban inspiration, Falmouth-based design agency Absolute has been working with PizzaExpress to give its new Cardiff restaurant an interior to drool for. Paying homage to both the Welsh capital's heritage and its cosmopolitan energy, the design team created a series of individual zones to meet the needs of a diverse customer base, all of them styled with contemporary touches that reflect the city's vibrant modern atmosphere.
From bespoke wallpaper and lightbox installations conceived using photography of Cardiff over a 24-hour period to evocative quotations from a local poet, Absolute's unique approach and attention to detail has been praised for pushing the boundaries of design work within PizzaExpress, sealing their place among the select group of agencies that are tasked with turning each new restaurant into more than just a place to eat. As a result, PizzaExpress has awarded Absolute the contracts for its new St. Ives restaurant and for a refurbishment of the Truro venue.
"We wanted to really get under the skin of Cardiff and create a restaurant that people in the city would genuinely relate to," says Absolute's Helen Blake. "Cardiff is a city in flux which bristles with a sense of pride and that's something we wanted to capture in our design work. We also knew the restaurant would be used by many different groups of people so we had to consider how we could make the best use of space to ensure a memorable dining experience for them all."
She adds: "We knew that in addition to couples, groups and families, there would also be cinema-goers looking for a quick bite to eat, as well as those heading to and from the Millennium Stadium for concerts and sports games so we created elements such as a glazed upstairs party room and high front-of-house tables for those on the go. The party room is dedicated to Ivor Novello - who grew up in Cardiff - and we styled it using glass covered in the names of those musicians that have won the prestigious Ivor Novello music writing awards. We also used light and light-coloured wood materials to give the restaurant a contemporary 'day and night' feel while keeping it as accessible as possible."
The Cardiff restaurant, which is located in the new shopping centre St Davids 2, is Absolute's first commission for PizzaExpress, which invited the agency to join its exclusive design roster following an in-depth presentation process.
Neil Barnes, Head of Design at PizzaExpress says: "We are very impressed with Absolute's work on the Cardiff restaurant. They researched the city extensively and created an interior that is both inspired and inspiring. The customer feedback has been excellent and it has become a real talking point. The PizzaExpress strapline is 'feeding conversation since 1965' and we feel that Absolute's work in the restaurant has certainly done that in a very stylish and subtle way."
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