Sisi’s Eatery approached Brand Creative to craft a space and create a new brand identity for the space that encompasses an all-day dining experience with a focus on breakfast, baked goods and exceptional coffee. The designers were tasked to position this concept as a place that leans towards being premium whilst still being accessible to all. With the brief in hand, this endeavor was grasped in full strength by the designer’s multidisciplinary team to develop a concept that stands out in experience and brand positioning. Creating a timeless, European (Viennese) brand, erring on the side of modernity, was no small task. This new brand needed to be memorable, engaging, multi-sensory, and carry an aesthetic which is synonymous with Viennese heritage. It was also key to create a concept that possesses the potential to be scaled internationally.
Inspired by royalty
Carla Conte from Brand Creative, travelled to Vienna in order to know more about the country’s history and design aesthetics. What she found at the core of the city’s history, was a woman – daring and influential – Empress Elizabeth of Austria, or as she was known – Sisi. Empress Sisi’s palace interiors were very avant-garde – incorporating loose arrangements of wildflowers amongst opulent table settings which in turn inspired her unusual wallcovering selections that flocked her bedroom walls. Similar to the contrasting style of the empress,the interiors of the eatery fuses delicate curves and traditional wall detailing with bold volumetric shapes and dramatic patterns.
It was crucial for guests to feel as though they are experiencing a unique Viennese café space, which are traditionally very intimate and charming, whilst at the same time offering them a glimpse into Empress Sisi’s abstracted world. Modernised Viennese style furnishings finished with rattan, wood and velvet, allowed the designers to introduce subtle colour variations whilst keeping the European aesthetic alive.
The incorporation of greenery and florals throughout the space is a nod to Sisi’s adoration of nature. The space also features elements of a greenhouse structure within a classic palatial setting. The space is an eclectic mix of modernity, juxtaposed with historical references from the empress’s era.
Detailed design
An unusual environment, with unexpected chosen and sourced pieces. The designers looked into all aspects of the restaurant – from the picture on the plate to the towel used in the space to dry hands. Every aspect of the concept has a form of mystery to it, inviting visitors to discover.
A sense of romantic fantasy is infused with the introduction of a beautifully detailed black metal staircase. Set amongst various planted vases to conjure visions of a palace greenhouse, the staircase provides guests the opportunity to interact with it as a photography opportunity.
The kitchen wall is a playful rendition of layered curved archways that incorporate various textures and offer soft illumination. Inverted wildflower bouquet chandeliers loom over circular banquette booths. The unexpected installation reminds guests that whilst the space is designed to bring a modern sense of Viennese nostalgia, the brand is also keen on conveying a spirited personality – an ode to its namesake.
Incorporating art
To strategically communicate to the human core, the designers incorporated artistic elements in the pursuit of originality all whilst unlocking the imagination and contributing to the lives of visitors in distinctive ways. The strategy focused on the centralised dessert display – allowing the cakes and pastries to play on a tantalizing multisensory experience that aims to have guests “eating with their eyes first”.
Seating and ceiling features were organised around this display as well as the live Kaiserschmarnn (pancake) cooking station, so that the theatrical experience of the baristas and pastry chefs could be maximized from several angles. The brand’s executive chef was purposely involved in the design process from the beginning as we wanted to ensure that we were aware of all opportunities being developed so that the showcase features always bring the guest’s focus back to the main attraction – beautifully crafted dishes and beverages.
Colour palette
The colour palette was inspired by vintage subdued tones such as terracotta, blush, slate, sage and hunter green. Black and ivory neutrals provide a bold contrast overall.
The palette was inspired by the art and fashion of the 1800s where rich, luxurious textiles used in dresses and draperies prevailed. The Neoclassic and Romanticism art movements had great influence over Empress Sisi’s world and the designers wanted to ensure this aesthetic was carried through, with an underlying contemporary twist, in the interiors and graphic elements.
The materials were carefully selected to highlight and texturise architectural details and large spans of surfaces. Black and white subway tile with contrasting grouting lends a modern feel to dark stone surfaces and ivory/blush plasters. Customised glass tube and metal pendants catch the light to add old world glamour and sparkle. Black metal structures, such as the outdoor seating enclosure and windows at the shopfront define the spaces in a bold and dramatic manner, creating a timeless design.