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Project

Client: Emirates Leisure Retail

Year: 2019

Industry: Restaurants & bars

Awards: Transform MENA Award Winner: 2x Gold, 2x Silver, 1x Bronze

Deliverables

Purpose, principles, proposition, portfolio, visual, verbal, motion, packaging, digital content

A new global traveller arrives

Asian Street Kitchen (ASK) is a street food collective housing a colourful mash-up of four edgy street concepts rolled into one dynamic location at DXB. Distinct, direct and downright delicious, these market stalls offer the weary traveller an authentic taste of the East. The main identity is inspired by the lightbox signage one finds on a typical Asian city street or alley. These stacked lightboxes can be found in the hustle and bustle of Singapore and the alleyways of Seoul.

The visual language is inspired by Asian pop culture icons that have become global pop phenomenon’s, from vintage karate movies to the viral dance sensation. We created a series of posters, iconography and illustrations using tongue-in cheek messaging. These were used to create super graphics found on the walls, graphics for counter fronts, including but not limited to t-shirts that serve as staff uniforms and souvenirs travellers can take to their destinations across the globe.

A new global traveller arrives

Asian Street Kitchen (ASK) is a street food collective housing a colourful mash-up of four edgy street concepts rolled into one dynamic location at DXB. Distinct, direct and downright delicious, these market stalls offer the weary traveller an authentic taste of the East. The main identity is inspired by the lightbox signage one finds on a typical Asian city street or alley. These stacked lightboxes can be found in the hustle and bustle of Singapore and the alleyways of Seoul.

The visual language is inspired by Asian pop culture icons that have become global pop phenomenon’s, from vintage karate movies to the viral dance sensation. We created a series of posters, iconography and illustrations using tongue-in cheek messaging. These were used to create super graphics found on the walls, graphics for counter fronts, including but not limited to t-shirts that serve as staff uniforms and souvenirs travellers can take to their destinations across the globe.

Results & testimonial

From the moment the doors opened, Asian Street Kitchen has surpassed not only customer expectations, but the client’s as well. What was always a busy corner of the airport has become standing room only.

“We are delighted to introduce Asian Street Kitchen exclusively to DXB as a global first concept. We’re confident that Asian Street Kitchen will be a much-loved addition to the airport dining offerings, and we hope passengers see this cool, vibrant hub as a must-visit destination to kick off their holiday in the best way possible.”

Andrew J Day
CEO, Emirates Leisure Retail

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