PITFIRE PIZZA BAKERS TwentyOne06

TwentyOne06 revitalizes Pitfire Pizza's decade-long brand with a design narrative inspired by the 'religion of baking, 'ushering in raw and rustic elements to its first licensed venue in Dubai.

Client: Pitfire Pizza international
Location: Dubai Hills Business Park
Date: March 2024
Venue: Restaurants

Concept

The Designconcept

Inspired by the alchemy of bakery, the design concept mirrors Pitfire's dough-making process, where two or more ingredients merge to evoke a reaction. Pairing materials strategically, the design seeks to create harmony akin to the synthesis of flour and water in dough preparation.

Direction

The Designdirection

Characterized by rustic textures and materials that can be refined, the space revolves around a central bar, serving assist as a focal point. Raw textures and layered details contribute to an immersive experience that embodies the brand's rebellious spirit. At the heart of Pitfire's brand essence lie four primary categories an architecture, counterculture, knowledge, and quality. These pillars encapsulate the brand's ethos of raw rebellion, celebrating the religion of baking and respecting the craft of dough-making

Design

Design Details -The Bar

The central island bar, a first for Pitfire, commands attention with its impactful presence. The bar's ceiling designed as a dome, enhances its prominence, while meticulous details such as textured brick walls and oxidized black metal finishes contribute to its allure.

Design

Design Details -Booth Seating

Slim and minimalistic furniture, adorned in brand colors, complements the space. Low freestanding walls and waiting bench seating, crafted with rustic wood framing and black leather upholstery, add to the ambiance.

Original Pitfire signage art adds a nostalgic touch, further enriching the space's cultural tapestry. Art takes center stage in the design narrative, echoing Pitfire's collaboration with local artists. Portraits of iconic figures such as 'The Grateful Dead' adorn the walls, as well as a wall full of vibrant poster art encapsulating the brand’s love of creating visuals, creating Instagram-worthy moments that pay homage to the brand's counter-cultural roots.

Brand

F&B BrandEvolution

Ito create an evolution of an existing brand, TwentyOne06 weaves the brand's values and culture into the new offering. Drawing inspiration from the brand's storytelling narrative, designers craft an authentic design concept that enhances existing strengths and adds value in areas that require attention. When approaching design for existing F&B brands, we are not reinventing the wheel. “Govind Shepley. Creative Director and Founder of TwentyOne06 states, “We play on their strengths”."

Client Review

I recently had the pleasure of working with TwentyOne06, and I can confidently say they are a fantastic design company. Their commitment to authenticity and quality is evident in every aspect of their work. The team is not only highly professional but also incredibly responsive, making the entire process seamless and enjoyable. From the initial consultation to the final delivery, TwentyOne06 exceeded my expectations. Their innovative designs reflect a deep understanding of client needs and current trends, resulting in truly unique and impactful solutions. If you’re looking for a design partner who values excellence and creativity, I wholeheartedly recommend TwentyOne06. They are a cut above the rest!

James Knight Paccheco

Co-Founder / Chef / Host
the Chef JKP Podcast / Culinary Consultant