Creating an Intimate & Local Dining Experience for a Household Brand
Background & Brief
Blacksheep have been working with Jamie’s Italian for over four years and have collaborated with the much loved household name on over ten individual sites throughout the UK. For their new venture in Richmond, the brand wanted to create a smaller, more intimate dining experience that would reflect a very local independent feel, but still celebrate that classic Jamie’s charm. The Blacksheep team where tasked with a ‘no design approach’ as the brand sought to create something relaxed and laid back that would appeal to the local community.
Our Solution
The inception of Trattoria itself mirrors the desire of many modern brands to emulate the ‘less is more’ feel and promote an independent and local vibe. We realised early on that key to the success of the project, was the layout of the restaurant itself. To ensure that the venue could cater for those wanting the typical Italian feast with all the trimmings, to those just nipping in for a coffee or a gelato, we combined a range of different seating options such as booths, an informal lounge area and a bustling shop front. Each seating section promotes a different look and feel within the wider venue.
Our vast experience of working with the brand gave us an advantage on the project, as we were well aware of Jamie Oliver’s passion for all things authentic and natural. This was something which we sought to underpin through all design touch points. Our design approach included adding layer upon layer of different reclaimed materials from a variety of local antique suppliers. Every item used has it's own story to tell. Materials such as the W/C doors were sourced from a salvage yard in Dorset, floor tiles came from a local church and the booths were made from reclaimed scaffolding planks. Novelty items were added to compliment the overall design scheme, such as Jamie’s own pictures and vintage pieces from his warehouse to add to the slightly scattered charm which we sought to create. The end result had the desired effect, nothing matched, it felt much like one’s home would feel – a journey – Jamie’s Trattoria was born.
Other key design elements were applied during the creative process to ensure the restaurant fully integrated into the community. Wallpaper inspired by the dear in Richmond Park, designed by one of Jamie’s friends Barnaby Purdy and the use of local noticeboards, book exchanges and board games, all come together to reinforce the look and feel of the locality. The ‘no frill’ design had to appeal to a broad spectrum of people across the local community, meaning that everyone could enjoy the Jamie’s experience from families, to couples, to groups of friends, big or small.
