No brand can stand still. When Wagamama decided to move on, they asked us to develop a new generation of restaurants that put freshness and quality centre-stage.

To reimagine Wagamama, we went back to the brand fundamentals: simplicity, efficiency, memorableness. Our response was to turn the restaurant inside out – to make the kitchen visible from the street. With everything from prep tables to ovens on view, food and chefs become the heroes of the experience. In our reimagined Wagamama, freshness and quality are never in doubt; guests can see exactly where their meal comes from.