London, UK

Creating a new generation for Wagamama by putting freshness and quality back into the heart of the experience.


In 2014 Wagamama approached us to create a new vision for a new restaurant model that places ‘freshness’ and ‘quality’ back into the very heart of the experience.
Part of this brand evolution process was to create a future strategy to challenge the growing competition, generate loyalty in the fast-casual market segment and to sustain their major growth plans moving forward. A new site in Uxbridge has been chosen as the pilot site for the new generation of Wagamama restaurants.

Wagamama’s desire of continuous improvement is based around the Japanese philosophy of Kaizen. Through the process of insight and intelligence gathering we were able to compel a balanced and harmonious new concept that conveys back to the brand’s core of being efficient, simple and memorable.

A new kitchen philosophy acts as heartbeat of the new concept approach. ‘Live’ kitchens and prep tables that are visible from the street levels turn the traditional restaurant experience inside out and give each site the opportunity to hero the food and chefs.

Other key transformations include the evolution of the Wagamama bench to offer a choice of modular seating arrangements, playful new tableware items that elevate the most humble of ingredients and a new casual ware uniform direction. A collection of natural, humble materials complete the new look and give a sense of timelessness.



  • Interior architecture
  • Spatial philosophy
  • Signage
  • FF&E direction


  • Casual Dining Design Awards 2015

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