ICRAVE, an internationally-renowned experiential design firm based in New York City has designed the newest Istanbul locations of sister restaurants, Serafina, a classic Italian pizzeria, and Brasserie Cognac, a traditional French bistro.
The new restaurants, owned by Serafina Restaurant Group and franchised by Istanbul-based Dinesty, are slated to open in October 2014 at Akmerkez Mall. Located centrally in the Etiler neighborhood, the area is often referred to as the heart of the city and is one of Istanbul’s most fashionable and luxurious destinations with free transportation provided to and from Akmerkez Mall from nearby business centers and hotels.
Serafina’s 1,668-square-foot space will feature engaging art treatments and modern design elements that elevate the overall brand palette.
Yellow is subtly woven into the design concept, giving the brand’s signature color a modern edge. The entry features yellow and blue Tuscan-patterned concrete tile that line the floor, complemented by walls of distressed grey wood and chipped yellow paint that create a warm space with a cool edge.
Terracotta bricks wrap the open, charcoal-burning oven, coaxing guests through the glass entryway with smells of Serafina’s signature pizzas.
Further into the main dining room, oversized, glowing pendants with a high gloss yellow metal interior trim delineate the wooden-floored seating areas. Modern winged oak and white leather chairs line the distressed white oak tabletops. Perched in the back, a dimly lit bar wrapped in two-tone cork tile feeds the dining room with a constant energy.
Just next door, Brasserie Cognac’s 1,452 square foot space features rich, dark finishes and brass accents that create an equally warm and sophisticated dining experience. Reminiscent of a traditional French tabac, guests enter the bar area sectioned by marble mosaic flooring and a ceiling canvassed in vintage postcards.
Opposite the bar, an intimate banquette sits adjacent to Cognac’s wine room, visible through a metal mesh and tempered seeded glass wall.
As brand architect, ICRAVE worked with Dinesty and Serafina Restaurant Group to elevate the overall design palette, creating a modern and relevant dining experience that has lasting power among an evolving customer base.
The spaces engage guests with signature brand moments and sophisticated art treatments, while maintaining Serafina Restaurant Group’s playful attitude. Currently undergoing rapid expansion with new locations opening across the globe, ICRAVE is helping to further refine each signature brand experience and design to ensure consistency across locations.
