Design Practice Location:
Strada, the nationwide high street modern Italian restaurant chain, has been revamped by London based architects De Matos Ryan working with brand consultants The Intro Partnership.Originally appointed to trial a design in 7 sites, De Matos Ryan is now delivering a refresh programme nationwide.
Unlike conventional service industry rollout programmes where the designer is appointed to draw up a pattern book concept design which is handed on to a contractor, the practice has been retained as design ambassador, producing tailored schemes for all 70 units nationwide. The Refresh rollout programme delivers 40 completed sites in the first financial year 2010-2011 with the remaining thirty scheduled for completion by December 2011. The practice have had to work to a fast-paced programme with each fit-out installation taking 7-9 days in order to minimise the closure period and loss of revenue. The £5 million project has included 70 refurbishments of existing units and the model has now been extended to 5 new-build fit-outs, which will include new sites at Heathrow’s Terminal 3 and Westfield Stratford City.
The design scheme has been informed by market research and customer feedback. Familiar motifs such as convivial lighting and banquette seating remain within a sharper more distinguished interior.