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Branding - F&B Design

TERO - THE EXPERIENCE BY REIF OTHMAN

Crafted for Reif Othman, TERO (The Experience) is not just a Chef’s Table; it’s an immersive journey through theenchanting lounge, culminating in the exclusive 12-seater sanctuary where culinary artistry takes center stage.

Client

Hotaru Holdings

Location

Dubai Hills Business Park

Date

March 2023

Venue

Restaurants

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The Design
concept

Designed as “the chef’s table”. TERO is an homage to Reef, almost a cathedral of biunique personality. Every design element, from the intimate seating arrangement to the eclectic personal touches, embraces his innovative spirit.

The restaurant-within-a-restaurant concept allows diners to experience the chef’s journey, moving from the heart-of-house to a lounge for aperitifs and bites, and finally to a front-row seat at the chef’s cooking station.

The Design journey

The restaurant is designed as a restaurant within arestaurant, where diners move from the heart-of-houseto a lounge for aperitifs and bites, followed by a front-row seat at the chef’s cooking station.

Eclectic elements like sneakers, skateboards, a Pac-Manmachine, and a Bearbrick art piece add character,complementing TERO’s surprise tasting menu andproviding diners with a memorable, immersive experience

DESIGN DETAILS - THE LOUNG BEACH

Reifs admiration for Japanese pop culture is evident in the incorporation of items, such as trainers, skateboards. a Pac-Man machine, and a Bear brick art peice. which bring a funky twist to the minimalist deisgn.

Design Details - The 12-seater dining area

Wooden table forms a U-shape, paired with custom chairs, in front of a preparation counter and open show kitchen, allowing diners a front-row seat at the chef’s cooking station.

The ambiance at TERO, meticulously curated through detailed attention to curved feature walls, custom upholstery and lighting, and flooring, creates an ethereal sanctuary that transcends the conventional dining landscape.
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The ambiance at TERO, meticulously curated through detailed attention to curved feature walls, custom upholstery and lighting, and flooring, creates an ethereal sanctuary that transcends the conventional dining landscape.
Each restaurant has its own unique brand and philosophy. For Chef Reif, it’s all about creating unconventional flavors and culinary journeys infused with personal flair. TwentyOne06 embracedthis philosophy, translating it into the interior and brand design elements of this restaurant. From the layout, menu design and the décor, every detail was meticulously crafted to reflect thechef’s approach to food.

Designing the Chef’s Table.

The journey with Chef Reif began with deep conversations to uncover the chef’s passion, his love for food, and the stories he wanted to tell through his culinary creations. This relationship allowed TwentyOne06 to infuse the essence of Chef Reif’s personality into every corner of the restaurants, ensuring that the spaces resonated with his innovative twists on Asian cuisine.

Client Review

The process of collaborating with TwentyOne06 began with them getting to know me personally and understanding where I’m coming from. They adapted to my expectations while adding their own unique design input. It was a challenge for TwentyOne06 because many restaurant designers tend to replicate designs, but they didn’t. Instead, they transformed the design into what it is today, which is commendable.

Reif Othman

Owner And Cheif Hotaru Holdings

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