happyhappyjoyjoy west
completed
july 2015
responsibilties
interior & identity design
programme
size 243 sqm, 167 seats
location
amsterdam, nl
completed
july 2015
responsibilties
interior & identity design
programme
size 243 sqm, 167 seats
location
amsterdam, nl
Happyhappyjoyjoy is inspired by the hectic streets of Asia, serving small dishes influenced by the streets and markets of Thailand, Malaysia, Vietnam, Indonesia, China, and South Korea.
concrete designed the concept, name, interior design and total identity of happyhappyjoyjoy; a restaurant which represents an eclectic mix and conglomeration of different streets and alleys, packed with rich colours, textures, prints, lights and different seating areas with smoking woks and steamers in the background.
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 will be 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.
backstreets, woks & poster walls
Further into the building, the restaurant area radiates a completely different, even more colourful atmosphere. The walls are covered in artwork, a collection of posters and pamphlets gathered across Asia, alongside pieces created specifically for happyhappyjoyjoy. Plastered randomly across every wall, like an illegal poster wall, the artwork spills into the large alcoves too. The space is divided into two rooms, lined with custom made oak park style benches, Verywood chairs and Satelliet tables, while a red backlit paper umbrella ceiling wraps the whole room in warm Asian glow.
Follow the space back and the kitchen reveals itself in the back street alley. A steel wall of hawker stalls rises up, four openings framing the action inside, where woks, steamers and gas burners bring the restaurant to full Asian heat. High tables and bar stools line the alley, front row seats to the spectacle. Opposite the kitchen, a wall of black chalkboard paint celebrates Julius Jaspers' recipes in step by step drawings, while five huge Proplights by Bertjan Pot for moooi cast bulb light over it all, echoing the garlands of streetlights found above pop up food stalls.
At the far end of the back street alley sits the private dining room, dressed in the same street style as its surroundings, though here steel doors set with glass panels let it close off when needed. Eight seats gather around the table, watched over by an artwork of 99 melamine sushi plates in six different colours.
And tucked at the very end, the restrooms complete the journey: white tiles in a stretcher bond climb the walls from the floor, giving way halfway up to a bespoke happy banknote wallpaper, one last playful surprise before you head back out into the alley.
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
facts & figures
restaurant asian fusion restaurant
ground floor area 243 sqm
seats 167
concrete
responsibilities concept, interior design, identity design
team rob wagemans, marc brummelhuis, chloe comino, erik van dillen, sofie ruytenberg, jesse nolte, bart de beer
partners & collaborators
client iq creative, nl
contractor & joinery roord binnenbouw, nl
photography concrete and wouter van der sar, nl
special features neon letters and light boxes by weno lichtreclame, nl
