The consultancy worked with Ethos founder Jessica Kruger on the project to create designs for the central London self-service restaurant, which uses a stags head device for its logo.
According to I-Am, the design concept is based on “ideas of quality and abundance”.
Floor to ceiling four metre high birch trees feature in the restaurant’s main space, looking to deliver a “natural and organic element”, according to I-Am.
James Coates, I-Am design 3D design team leader says: “The key design is built around the idea of the ‘fruit of the forest’, related to the natural ingredients used in the food.
“We also wanted to give the idea of abundance, as you would find in a forest. We used birch trees to highlight that connection.”
The interiors use a colour palette of blue, gold and silver touches against a neutral backdrop. Materials include ceramic tiles, Iroko timber, brass and stainless steel.
Black Port Laurent and white Calacatta marble are used for the counter and food display pods.