Responses by Tess Wicksteed, strategy partner, Here Design
Background: HIDE is new luxury restaurant on the edge of Green Park in London, United Kingdom, offering the ultimate dining experience. Every element of the project is completely bespoke, from the leatherwork of the menus to a collection of themed private dining rooms. Working with the interior design team and collaborative clients chef Ollie Dabbous and fine wine and spirits boutique Hedonism, we crafted a pure dining utopia where nature and fine dining collide.
Reasoning: Rising like a tree over Green Park, each floor of the three-story restaurant is branded under a separate identity, from subterranean spirits and cocktail bar ‘Below’, through central restaurant ‘Ground’ to ‘Above’ on a raised mezzanine level. Drawing on the park-side location, we introduced a brand color palette of rich earthy browns, textured metals and uncoated paper stocks that use natural colors.
Challenges: HIDE offers the ultimate luxury experience so every touchpoint needed to feel indulgent, reaching the exacting standards of both the client and future guests. Our team was responsible for crafting bespoke elements across all areas of the guest experience. It was a mammoth task, but the lack of boundaries within the project brief made it challenging in the best way possible.
Favorite details: That the identity is at its most playful within the private dining rooms. These whimsical spaces—from the Hide & Seek room to The Reading Room and The Shadow Room—take the core brand identity and stretch it in different directions, embodied through beautiful materials and original handcrafted furnishings that bring the concept to life.
Visual influences: London is one of Europe’s ‘greenest’ cities, so we took inspiration from the raw materials of nature in the architectural textures used throughout the brand identity—reflected in HIDE’s paper stocks. We were also able to play on the strength of HIDE’s identity, using the word mark in various forms across individual elements, such as a crop disappearing off the page or the sunken metal nameplate as the only external signage.
Anything new: We work across a wide range of categories and sectors but luxury design has a special place in our heart. You learn so much about new processes and materials. As craftspeople working without tight financial constraints, it gives you the ultimate freedom to explore the richness of the world’s materials and processes.