creates
Say Hello

completed

october 2019

responsibilties

interior & identity design

programme

restaurant & bar

location

amsterdam, nl

happyhappyjoyjoy downtown is the place to be for a delightful dinner, a quick bite or post-party-cravings. The guest decides what to make of it! The innovative concept combines high quality food with the speed and opening hours of a bar, to create a new experience. happyhappyjoyjoy downtown is located on the lowest level of the iconic Odeon building in Amsterdam that also houses the Supperclub.
Hhjj downtown restaurant overview 01 HR

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.

Hhjj downtown entrance 01 HR
Hhjj downtown entrance 02 HR

hurryhurrygogo

A few steps down and guests can have a closer look at the menu in the classic automat-foodwall, containing photographs of the entire menu. Special menu items can also been seen on the wall in red hand painted drawings behind the cosy seating opposite the bar. Red iconic hawkerstall-lamp shades hang above the tables and are accompanied by steel barstools. This is the perfect spot to have a quick bite, drinks, order take-out and meet your friends.

Hhjj downtown bar overview 01 HR
Hhjj downtown entrance bartable HR
Hhjj downtown restaurant overview 00 HR
Hhjj downtown bar overview 01 HR
Hhjj downtown entrance bartable HR
Hhjj downtown restaurant overview 00 HR
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not so happy cats

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.

Hhjj downtown tv room HR
Hhjj downtown jade room HR
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a happy identity

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

Hhjj id
20161220 HHJJ IQ 013
20161220 HHJJ IQ 012

facts & figures

restaurant asian fusion restaurant
bar hurryhurrygogo take-out bar

concrete

responsibilities concept, interior design, identity design
team rob wagemans, erik van dillen, sofie ruytenberg

partners & collaborators

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

press

"Met Happy Happy Joy Joy Downtown wordt de Aziatische eetcultuur aan het nachtleven van Amsterdam gekoppeld" - mytravelboektje

read article