A snapshot of key brand, communication, and cultural insights from Milan Design Week.
AfroditiKrassa’s design concept for Heston Blumenthal’s The Perfectionists’ Café is taken from the menu itself – Modern British signature dishes of the 1960s and 1970s that distinguish Great Britain from the rest of Europe – and a celebration of travel in that era.
To drive the design language, AfroditiKrassa looked for inspiration in iconic movie and TV references such as Mad Men and Catch Me If You Can. Inspiration was also drawn from influential furniture and interior designer Verner Panton and the colourful, humorous and ironic work of American graphic designer Saul Bass, who created the branding for various airlines in those decades.
The interior design is classic and warm with a touch of wit and irony; referencing the glamorous world of travelling in the 1960s and the timeless elegance of the 60s and 70s. Materials and colour used are both rich and vibrant: dark timbers, dark marble and brown veining, leather and brass detailing and iconic 60s material Formica; strong black and white patterns contrasted with bold and vibrant dark and pale blues, orange and mustard.