Yakiniku Yokocho
Inspired by the ‘yokocho’ concept, the overall brand image reflects the traditional values of this iconic Japanese culture whilst offering diners an eccentric, yet sentimental experience. Yakiniku Yokocho is an authentic barbeque restaurant that offers a distinctive Japanese cultural experience. The logo mark has been derived from traditional brush calligraphy, and the brand name's circular element is analogous to a customary seal. This combination results in a sophisticated and nostalgic image.
REGENT PLACE
Located in the heart of Regent Place, Sydney CBD, Yakiniku Yokocho is a Japanese barbeque restaurant that offers an authentic experience transporting you to the vibrant and mysterious food alleyways of Japan.
‘Yakiniku’ (焼肉) refers to grilled barbecue meat and ‘yokocho’ (横丁) means ‘side street’ or ‘alleyway’ in Japanese. Over the years, the word ‘yokocho’ has evolved and grown in meaning to encompass alleyways and other similar narrow passageways packed with izakayas, bars and eateries tucked away in the busy streets of Japan.
The light boxes, flags, lanterns, vintage signage and metal panels, as well as the iconic cow graphic which is a distinctive and recognisable Yakiniku Yokocho feature. Enter deeper into the restaurant and patrons will be greeted with an outdoor-like-space complete with festoon lights and Japanese lanterns, designed to be reminiscent of an outdoor beer garden.
The layout and design of the restaurant encourages social gathering and nightlife where the Japanese streetscape is emulated through the narrow spatial typography and eclectic assemblage of urban props. As patrons wander through, they will encounter glowing lanterns, colourful vending machines and hanging signage dating back to the vintage era. Complete with hanging maple leaves and sakura branches, the lively city landscape of Tokyo is recreated right before your very eyes.
BURWOOD
The overall branding and aesthetics of Yakiniku Yokocho, Burwood Grand is a reflection and extension of the first restaurant in Regent Place, setting the scene for a new, yet familiar and inviting dining experience.
It is a modern and stylish interpretation of the bustling alleyway atmosphere, combined with traditional Japanese design elements; instantly transporting diners to the hidden streets of Japan.
While the shop makes references to the original Regent Place design, there are key differences that make Yakiniku Yokocho Burwood a unique store. In contrast to the deep, dark-stained wood of Regent Place, the Burwood location utilises a mid-tone timber stain, adapting to the surrounding demographic and achieving a more approachable and friendly environment.
The other key unique feature of the Burwood store are the charcoal cooking offerings. This posed a major challenge throughout the design process; from a practicality standpoint, this involved DA submission to council and consultant coordinations to ensure we met council requirements. With only limited existing services, we also had to liase with mechanical engineers to achieve the required airflow while maximising seating numbers. From the yokocho-esque shopfront, into the intimate dining areas, patrons are able to enjoy delicious, smokey bites in a warm and charming environment.
