Italian restaurant Vallorini is to make its debut at the Brent Cross shopping centre in north London this week, with interiors, identity and branding by Spence Harris Hogan Associates.
The 100m2 space will be located on the third floor of the centre in a dedicated food court section.
The client briefed SHH to take its lead for the identity from the food, and to be bold with its forms of representation for the design.
In response, the consultancy created the identity using red lettering with green – referencing the Italian flag – plus black. It is also developing 32 graphic icons from food categories to be used in association with the logo. These will be applied to stationery, menus, hoardings, signage, takeaway bags, cups, staff uniforms and the website.
‘The interior will be clean, white and crisp with contemporary feature areas, which will move the whole idea of an Italian café deli forward, away from both traditional sandwich bars and from a sentimental, rustic positioning’, says SHH creative director Neil Hogan. The interior concept features flooring in pale sandstone, with white stone for the counter and tables. The counter has large china bowls full of produce and seating is white café chairs, while banquette seating introduces small amounts of the secondary identity colour, green.