
october 2019
interior & identity design
restaurant & bar
amsterdam, nl
october 2019
interior & identity design
restaurant & bar
amsterdam, nl

Two red doors swing open, and you’ll imagine yourself in a small alley in a vibrant Asian city. Submerged by bright neon signs, colourful artwork and the fragrance of delicious food. Once in, guests are welcomed at the bar where they can order food & drinks. Where they have the option to take away or eat in.
The restaurant is divided in five spaces, each with a unique identity, capturing the organised chaos that characterises Asian streets. Concrete’s ambition for the venue was to create a new generation of restaurants and interior design, and break with current trends.
Concrete believes happyhappyjoyjoy is a destination where guests will experience joy and happiness in a playful environment that stimulates the senses in every way; a space where everyone will feel positive, and where a smile will automatically appear on visitors’ faces.


At the back of the restaurant is the open kitchen, with the pass framed with white tiles and red joints. The Jade-green room under the iconic arches that carry the historic building, contain high chairs and oak tables, and a full wall of ‘not so happy cats’, waving their middle fingers to the attentive guest.
The newsroom is a vibrant space with a long high dining table, red hawkerstall-pendants, a collection of iconic happy-lightboxes on the ceiling, Asian-newspaperwallpaper and a big screen with Asian news bulletins.




From the name to the script font to the red neons and floor-to-ceiling poster walls, the identity design creates a unified experience. Every detail, including multilingual lightboxes and interactive origami placemats, strengthens happyhappyjoyjoy's vibrant energy.
read more about the identity design



restaurant asian fusion restaurant
bar hurryhurrygogo take-out bar
responsibilities concept, interior design, identity design
team rob wagemans, erik van dillen, sofie ruytenberg
client iq creative, nl
executive architect jps architecten
contractor & joinery roord binnenbouw, nl
photography adam van noort, nl
special features neon letters and light boxes by weno lichtreclame, nl
"Met Happy Happy Joy Joy Downtown wordt de Aziatische eetcultuur aan het nachtleven van Amsterdam gekoppeld" - mytravelboektje