IDAM RESTAURANT BY ALAIN DUCASSE by Landor Dubai for Qatar Museum Authority

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IDAM RESTAURANT BY ALAIN DUCASSE

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Industry Museums & Libraries
Media Design & Branding, Case study
Market United Arab Emirates
Agency Landor Dubai
Released February 2013

Awards

London International Awards 2013
Design Brand Identity - Regional Bronze Winners

Credits & Description

Client QATAR MUSEUMS AUTHORITY
Product RESTAURANT, IN THE MUSEUM OF ISLAMIC ART
Entrant LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
Type of Entry: Design
Category: CORPORATE IDENTITY SCHEMES
Title: IDAM RESTAURANT BY ALAIN DUCASSE
Product/Service: RESTAURANT, IN THE MUSEUM OF ISLAMIC ART
Entrant Company : LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
Advertising Agency : LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
Name Company Position
Luma Shihabeldin Landor Design Director
Hani Baghdan Landor Senior Designer
Shaun Loftman Landor Creative Director
Mariagrazia Deangelis Landor Client Director
Muna A. Hadi Landor Designer
Dalia Nosseir Landor Designer
Caroline Amand Landor Strategist
Wasim Ajlyakin Landor Production Manager
Aleksandar Sandorov Landor Motion Designer
Brief Explanation:
The brand positioning and identity had to clearly reflect a sophisticated mix of literature, fine cuisine, art and culture. And bring together the timeless relationship of food and art. IDAM had to reflect a brand reaching for great new heights. It should be a celebration of the best of the best. Both in terms of world class cuisine by Alain Ducasse, and also its location above one of the regions greatest collections of Islamic art.
Describe the brief from the client:
The Museum of Islamic Art invited the world-renowned French chef, Alain Ducasse, to bring a unique restaurant experience to Qatar. Ducasse created an exiting yet sophisticated menu of French haute cuisine enthused with local Arabic flavours. This heralded a new standard for fine dining in Qatar. An extra dimension was brought by acclaimed designer Phillipe Starck, who was commissioned to conceptualise the interior – which pays homage to great Arab cultural achievements and the literary works of Arabic philosophers and writers. The interior scheme features a remarkable pair of luminous five metre high bookcases.
Description of how you arrived at the final design:
The visual concept is anchored by the idea of creating a sense of height and drama. The use of graceful, linear visual elements communicates that the brand is reaching new and higher standards. The monotone look and feel allows the primary focus to fall on the ‘food as art’. To highlight the literary theme of the interior, we drew attention to the dying art of calligraphy by ‘illuminating’ it as a series of elegantly crafted light patterns. These shards of light bring energy, movement and radiance that reveal the art of fine dining and the height of Arabic culture.
Indication of how successful the outcome was in the market:
Since its opening, IDAM has brought an exciting new dimension to the Alain Ducasse brand, and elevated the stature of the Museum of Islamic Art, by breaking new ground in Arab fine cuisine and restaurant branding.