Nature and Fine Dining Collide in Here Design’s Identity for Luxury London Restaurant HIDE

Image by Joakim Blockström

A three-storey luxury restaurant has now opened on Piccadilly in central London, with visual identity by Here Design. HIDE is a collaboration between acclaimed chef Ollie Dabbous and fine wine and spirits boutique Hedonism.

Spread across three floors with views across the neighbouring Green Park, HIDE is presented as a pure dining utopia, combining British and modern European cuisines complemented by the largest wine list in the world.

With floor-to-ceiling windows allowing passers-by to enjoy views into the ground and mezzanine floors, external branding has been kept to a minimum with a sunken metalwork nameplate the only signage on show.

Here Design selected Bookman as the font for HIDE’s word marque, delivering a contemporary feel with clear roots in eighteenth-century typefaces synonymous with elegance.

This meeting of modern and heritage reflects the overarching identity of the restaurant with a strength that enables the word marque to be used in various forms across individual elements, from a horizontal crop emerging or disappearing off the page, to an abbreviation to a single ‘H’.

Collaborating with specialist printers Imprimerie du Marais and drawing on their experience in technical processes, Here Design committed to using the highest quality materials and finishes to express the HIDE brand, with natural materials including leather and wood playing a strong role.

Working with interior design studio These White Walls and interior architectural design practice Lustedgreen, Here Design introduced a brand colour palette that speaks to the neighbouring Green Park, with rich earthy browns, warm woods and textured bronze.

The architectural textures used throughout the physical space are taken from the raw materials of nature and are reflected in HIDE’s paper stocks which use natural colours and are often textured and uncoated.

Internally, HIDE rises like a tree overlooking Green Park and is split across three levels, each operating a different service and branded under a separate identity. The core central restaurant – named Ground – features warm, earthy colours and delivers breakfast, an a la carte lunch menu, and afternoon tea.

On a mezzanine level, restaurant Above offers a set lunch and tasting menu in a light and airy, canopy-like setting, while Below is a basement spirits and cocktail bar in the roots of the venue.

Private dining rooms also deliver a bespoke, hedonistic experience for 4-20 people, with names such as the Hide and Seek Room or the Shadow Room. Each room has a unique identity explored through its décor and printed materials.

Tess Wicksteed, Strategy Partner, Here Design says: “HIDE is a project without compromise. Delivered to exacting standards of unparalleled luxury, this unique restaurant delivers a dynamic experience unmatched in London. Every touchpoint is completely bespoke, from the leatherwork and embossing of the menus to the storytelling of each themed private dining room within the subterranean vaults. The graphic elements have been approached with a light touch and finished in the most premium materials available, each with a modern take on luxury.”

Source: Here Design

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