Pakistani Experience Pakistani Restaurant Project
This project is about designing a Pakistani restaurant with a subway theme. Divided into four teams, the students worked on creating a restaurant that gives its customers an authentic Pakistani dining experience here in Korea. We present to you: Aloo Iloo Restaurant!
Design Theory, Philosophy & Culture DTPC Prof. Bill Dresselhaus
Exterior Team Interior Team Garden Team Service Team
John Lee ZN, Jinwoo Lee Joo Lee Jiyoung Han Haejeong Cho Nicola Hoff Hannah Koch Myeongkuk Kang Changmyung Jeon Minjin Chung Hyejeong Nam Dayoung Moon Exterior Design Team
The final exterior design brought the concept of the train which the client originally wanted. Also, railway tracks were installed to bring out that feeling of going on a train trip. Though the front-facing part of the building on the 1st floor looks like a train on each side, the back of the building is all connected, so that it could serve as the lobby of the restaurant or an open kitchen, while allowing a placement of stairs to the 2nd floor. The entrance was placed between the two trains on the 1st floor. Train sections were made to resemble a real train as much as possible. As for the roof, it was like that of an ordi- nary residential building, using lightweight materials of a round arch shape with a modern feel, which are used a lot in modern architecture. Our team tried to seek the design concept between modernity and pakistan tradition and tried to pursue a familiar space for fulfilling customers’ desire for comfort.
Back View Perspective View Side View
LEE, CHO, JEON, CHEONG UN HAE JEONG CHANG MYONG
Digital Media Design Design Management Product Design
Design Theory, Philosophy & Culture Prof. Bill Dresselhaus Exterior Design Team
Pakistani Family Restaurant Process
Step 1 Problem Identification
As the first step in the process, the client gave us a detailed presentation on what he was looking for with his Pakistani restaurant, including the interior/exterior design. He wanted the interior space to have a train theme going on, or the exterior of the building to be in the partial shape of a train. He wanted a space for receiving customers in the garden as well. Also, he wanted a self bar, from which the customers could take side dishes on their own. Ultimately, he wanted his restaurant to be where his customers could have heartwarming meals in a unique Pakistani atmosphere, with the train con- cept to boot. Step 2 Background Research
As the next step in the process, we researched Pakistani culture, art, buildings, and ancient ruins. We found in particular the Tomb of Quaid-e-Azam Muhammad Ali Jinnah, the founder of Pakistan, which was a beautiful building. We tried to use it as the model for the exterior design of the Pakistani restaurant. We thought that the clean, white color of the walls, and the particular form of the Islamic architectural gate were the key distinctive features of a traditional Pakistani building. Mosaic is one of the Islamic architecture styles and we considered using it for the entrance or for the windows. We also considered using the dome shape used for the top of a building and the horseshoe arch shape used in gates for the exterior design of the restaurant.
Step 3 Brainstorming
We had a brainstorming session where each of us came up with various ideas and put them on the table. One of the main topics of discussion revolved around the train — whether a real train should be used or an artificially made one. From this topic we discussed the details, such as how many train sections should be used, exactly where should the restaurant and the train be joined together, whether the train should look like a Pakistani train or a Korean train, etc. Next, whether or not the concept should include a Pakistani train station as well was discussed. Also, there was an idea where, when the building is seen from above, it could look like the star and moon pattern of the Pakistani flag. Another idea was having some kind of a laser projection on the walls or on the dome ceiling as a visual entertainment for the customers. We discussed the actual feasibility of these ideas. Besides this, among the other things discussed were ways to expand the restaurant space by utilizing the rooftop terrace, where to place the self bar, and what kinds of construction materials are used for the exterior of Pakistani buildings.
Step 4 Evaluation and Modification
The opinions from the interior team, service team, and the garden team were all gathered and after much scrutiny, we determined that if customers were served within the train structure, their foot path and the arrangement of the furniture wouldn’t work out so well. As for the dome-shaped ceiling or the horseshoe arch, we decided to go with a simple, modern design closer to reality rather than the traditional Pakistani design, by bringing aspects of modern architecture to the design. There was trial and error throughout the process. We had multiple versions of sketches done, with the accompany- ing modeling for different versions. We determined the best alternative by analyzing the different results, and this was an important step in the process for finalizing the exterior design.
Step 5 Final Result
The final exterior design is the result of going through the following steps: So that customers feel like they’re walking between the two trains before they get to the door, these Define→Ideate→Prototype/Sketch→Build Models→Analyze→Modify→Final Result. train sections were made to resemble a real train as much as possible. At the back of the building, It was an iterative process where we continually found and improved on things, addressed things there is a back door for the open kitchen, and stairs to the 2nd floor. As for the roof, it was like that of that the client might find inconvenient, and reached a workable common ground with the other an ordinary residential building, using lightweight materials of a round arch shape with a modern teams. The final exterior design brought the concept of the train which the client wanted to fruition: feel, which are used a lot in modern architecture. Although the structure of the 2nd floor is simple — The structures on the 1st floor on both sides propping up the 2nd floor were decorated like a train. the shape of a rectangle — the space appears bigger with a big window that leads to the terrace. To Also, railway tracks were installed to bring out that feeling of going on a train trip. Though the make the terrace more usable or practical, the design allowed it to be used as dining space when front-facing part of the building on the 1st floor looks like a train on each side, the back of the build- the weather is nice. Bright colors were used throughout for the exterior of the building, to give it con- ing is all connected, so that it could serve as the lobby of the restaurant or an open kitchen, while sistency. The mosaic patterns unique to Pakistan were partially used for the 2nd floor walls, seeking allowing a placement of stairs to the 2nd floor. The entrance was placed between the two trains on harmony — not separation — between modernity and tradition. the 1st floor.
Design Theory, Philosophy & Culture Prof. Bill Dresselhaus Interior Design Team
Overall Interior Concept Welcome to pakistani train 1F At first the overall concept of the restaurant was a basic subway car As the exterior of the restaurant changed restaurant that serves Pakistani food. The main goal of our interior its form, we tried to adapt the interior to design was to create the ultimate “Pakistani dining experience” in a the new exterior by dividing the restau- Seoul-style subway car by using as many Pakistani items and pa- rant's interior into different styles and tterns as possible. concepts.
1st floor 2nd floor Instead of just one subway car, the inte- rior of the restaurant is now divided into a main entrance hall which includes the kit- chen and the restrooms as well as three dining halls which all have a different inte- rior design concept to give the customer a new dining experience depending on where the customer chooses to sit.
From the basic subway-style dining experience to the luxurious dining train experience, we tried to include various 2F different furniture designs to give each dining hall a distinct theme.
This is an overall sketch of the restaurants interior. We would describe the overall theme of our interior design an organized chaos. As you can see, there is two floors and three dining halls in total which have a different seating style. The entrance/main hall in- cludes the kitchen in the center, the restrooms and a photo corner on the left and the stairs to the 2nd floor on the right.
Kitchen & Main Hall
The kitchen concept stayed the same throughout the design process. As our client expressed his wish for an open kitchen, we tried to work on an open kitchen concept for the re- staurant right from the beginning.
Although the concept stayed the same, the shape of the kitchen as well as the used materials changed multiple times, as you can see below.
1. 2.
Showing everything kitchen
The final kitchen design combines wood with black marble material. There will also be a glass front, in order to avoid too much noise and 3. smell. As the food is the heart of the restaurant, the kitchen is located in the center of the main entrance hall, which gives the customers a chance to have a look at the food preparation as soon as they enter. Next to the kitchen we also included a small photo corner with a tradi- tional Pakistani wall design. Customers can take pictures there to re- member their experience at Aloo Iloo restaurant.
Restrooms
Concerning the restrooms,
we thought about subway-style steel restrooms at first. As those kind of restrooms can have an uncomfortable or unclean feeling to them, we changed the style to wood combined with a dark wall design to give the restrooms a comfortable, home-like feel.
Not only the concept of the restrooms changed multiple times, also the location changed depending on the exterior design. At first the men’s and the women’s restrooms were located at the end of each dining hall seperately. This could have been uncomfortable for the customers, so we decided to create a space where both restrooms could be located, which you can see below. Urban & Chic, Blue & Red
In the end we decided on tiles, as they give the restrooms a clean yet simple look. To incorporate Pakistani culture/patterns even into our restroom design, we decided on a colorful floor made out of Pakistani-style tiles. As you can see in the pictures, we divided the men's (blue) and the women's (red) restroom by color. We kept the wall, ceiling and stall design of the restrooms white and simple, so that the floor design stands out.
Design Theory, Philosophy & Culture Prof. Bill Dresselhaus Interior Design Team
Dining Hall 1st floor (left)
When designing the furniture of the left dining hall, we thought about subway-style steel seats at first. To make the seats more comfortable, we wanted to combine the steel design with wood.
Instead of big groups,we thought that smaller groups of 2 to 4 people could be seated here. As the exterior of the restaurant Colorful makes you joyful changed, the left hall gained a bit of space, as you can see below: The final concept for the left dining hall is a basic, but colorful sub- way-style interior design concept. We wanted to give the customers the feeling of traveling on the subway while enjoying Pakistani food, but without the discomfort of actual subway seating. The chairs and tables are made of colorful steel combined with wood. Several diff- erent colors represent subway lines. we kept the wall design simple and white. The lighting is incorporated in pipes on the ceiling.
Dining Hall 1st floor (right)
To give a different feeling to the right dining hall, we decided on a booth-style seating for groups.
We were inspired by an ac- tual Pakistani restaurant lo- cated in Vienna (Austria) called the “Deewan”, which combines our colorful sub- way-style concept with wooden booth seating.
As mentioned above, the right hall also gained some space due to the changes made in the exterior throu- ghout the design process Good place for gathering of the restaurant: The concept of the right dining hall differs from the left mainly by di- fferent seating style. We chose group-friendly booths that also have train-style racks and hangers incorporated in them as a partition.The color concept of this part of the restaurant was inspired by the Paki- stani flag. The wall, floor and ceiling design is also kept very simple in this dining hall, so give a contrast to the pretty seating. This dining hall is longer compared to the other dining hall in the first floor.
Dining Train 2nd floor
First class journey
The interior design concept of the second floor is very elegant and classy. We combined comfortable sofa seating with a carpet floor and curtains next to the windows, as well as retro-style lighting. The interior design of the second floor was inspired by trains and in-train restaurants.As we did our research about trains in Paki- Due to its’ train-like character, the second floor dining hall should stan,we were inspired to design the second floor of the restaurant make the customer feel like they are on an actual train that is going in a more luxurious way than the other dining halls. The second through Pakistan while enjoying their food.This dining hall concept floor could also be rented by big groups or for business meetings. is especially great for business meetings as well as large groups.
Design Theory, Philosophy & Culture Prof. Bill Dresselhaus Garden Design Team
Purpose :
To provide an exquisite and experiential moments in Pakistani restaurant with urban gardening with unique herbs and ingredients.
Pakistani-Flag garden:
To provide the customer of the restaurant an unexpected “green” experience, this garden is designed. It has the shape of the Pakistani fag. By walking through the garden, the customers will understand step-by-step about the shape of the Pakistani fag while the whole appearance is just noticeable from the roof terrace of the restaurant. The moon and the star are terraced as well and are planted with typical Pakistani herbs. Each herb will have a sign which explains the herb and in which dish it is used. On top of the moon and star, there will be a little water basin which will create a comfortable and natural feeling. This garden will also raise the knowledge of the customers about Pakistan culture and customs.
Herb/basic recipe vending machine
Located at the exit of the restaurant, this machine is supposed to ofer the customers a very special experience. Every time the customer sees the ingredients, he will be remembered of the restaurant and will think of coming back.
Journey, 2 types All elements in the garden Before meal / Experience Pakistani herbs & spices L S V l We’re going to give them experiential information about Pakistani cuisine by walking along the garden. At W Hydroponics Hydroponics water-drip hanger W the entrance, you can fnd hydroponics that gives feeling of fresh. Even after entering, the feeling contin- water-drip hanger ues. Not only you can feel good, but also get some information about the ingredients that we use. You will restaurant restaurant be able to fnd a long table through walking along the garden. On the table, there are curry leaves, corian- der, fresh mints which are used in meals. Family and Friends will be able to see, touch, and taste herbs and V V Vending machine spices. After experiencing, it will give you interesting facts about food ingredients. With the information V V Vending machine you attain, you will be able to get what you want from the vending machine. 1 1 F Flag shape F Flag shape terraced garden After meal / Enjoying the garden with Family or Friend terraced garden F H S Showcase table S Showcase table When you want to feel “Pakistan” in the garden, you can experience the culture of Pakistan through the herbs. Furthermore, family and friends can enjoy learning Pakistan culture and customs. Nearby the restau- rant, it is easy to discover the Pakistan fag garden. It is also found on the roof top terrace in the building. H Hydroponic L Hydroponic Walking in the Pakistan fag-shaped garden, you can enjoy talking with people and take a picture in front Ladder Ladder of Photo-zone. Additionally, you are able to register the individual fowerpot hub as own name tag for verti- cal hydroponics hanger.
Ladder shaped Hydroponics.
This ladder shape with hydroponics can be used inside the restaurant or any other spaces. It is designed for space uses. Not only the customers can feel and see the “green” outside, but also they can be able to enjoy the freshness inside the restaurant. Now that a lot of people concern about their health, displaying hydroponics inside the restaurant allows them to trust Therefore, they can notice what the restaurant is using for the ingredients and the way we treat those plants.
Vertical Garden
Long table for Showcase We came up with the idea to focus on important herbs and spices to learn the real Pakistani cultures. Family and Friends will be able to see, touch, taste herbs and spices. They can learn how herbs are growing and what they are composed of, such as curry leaves, coriander leaves, fresh mint leaves, etc. To have a wide view, it was selected with the long table shape to display Pakistani food ingredients. Long table is a good The main reason why we chose to have hydroponics is shape to meet the eyes spread quickly and widely. After you experience the material placed on a long table, it will give you afection of Paki- because it’s clean compare to others. To attain cus- stan. Furthermore, while feeling the culture of Pakistan naturally, family will be able to enjoy going out with kids. tomers’ attention, having a hanging on the wall style of a garden can bring fresh environment. At the same time, customers can participate and experience having their own plants on the wall. Therefore, they could check how well their plants are growing by visiting the restaurant. For example, there will be a Overall Process Garden Design Team name tag that customers can participate. Additional- ly, customers can also see hydroponics on the way in and out, the entrance. This experience can bring a positive efect especially for little children.
Integrated in a wall inside the restaurant or between outside and inside this wall with integrat- ed pots for plants creates a natu- ral feeling for the customer. The plants which are used for the dishes are present while eating. Scanned by CamScanner Scanned by CamScanner At the same time the semi-open structure of the wall creates more space inside the restaurant.
Design Theory, Philosophy & Culture Prof. Bill Dresselhaus Service Design Team
Interview
Introduction - Double Diamond Process ame oo oung ee Which elements in the restaurant impressed you the most? ge , tudent - The entrance with strong scent isited ali efore with ser ice design team Did you face any difficulty choosing the menu? - I had a little difficulty since there weren’t vocabulary guide for ingredients ( Though it has translation ) It would be better to see which is which. Disco er Define De elo Deli er How was the overall atmosphere of the restaurant? - Interior, the way the waitress dressed, decoration and lamps... Everything was great. I felt like I was in india.
e a lied the Dou le Diamond rocess to akistani estaurant’s ser ice design n the eginning for the Disco er and Define stage, we explored fundamental information that inspired design insight. And then, based on our insight Service ecosystem found on the former stages, we broadened our design map through creating restaurant logo and menu board in the de elo and deli er stage
Mr. Gulraiz’s goal of pakistani restaurant
he ser ice ecos stem as ou can see in this diagram, shows ou the interrelation among r ohn ulrai , restaurant named loo-iloo’ and customers r ohn ulrai e ro ide authentic e erience raising the degree of customer satisfac- tion sustaina le usiness lso, customers could recei e high ualit of the ser ice as ha ing a lesure time in akistani restaurant loo- loo’
Customer journey map
SNS Pakistani restaurant in the current market
Counter
Garden
he customer ourne ma of akistani restaurant as ou can see in this icture, shows customer’s e erience of garden which has s ecial e erience of the akistani restaurant loo- loo’ s custmoer coming in to the restaruant, the ha e r ul- rai ’s delicious dishes and en o themsel es t the end, customer s end their time memora le twith the garden of loo- loo’ he garden of the loo loo’ ro ides hoto one, the lant naming ser ice to children, gi es akistani her scent for e otic e erience at loo- loo’ Survey
e did a sur e to see otential customer’s thought a out e eriencing at akistani and or ndian ood estaurant Beginning from the awareness of Pakistani restaurant we asked them about the interests with Pakistani culture, prefer- ences of exotic experience with restaruant and also the camping, subway concept for new restaurant. he num er of sur e ors , eriod - hrough google, the num er of uestions Naming
ALOO ILOO e focused on the akistani restaurant’s features that otatoes are usuall used in their dishes o we found aloo’, which means otato in ndian english and iloo’ means come here in orea e com ined them and we could find two al ha et Camping or subway concept Willing to learn pakistani culture has repetitional shape. Garden experience Touch point
ositi el egati el Yes o
entrance
Exotic experience with Herb entrance / Herb education for children The importance of preference in taste he im ortance of menu when selecting the ndian when selecting menu. Pakistani restaurant
back yard
m ortant ot m ortant m ortant ot m ortant
Provide plant information
Design Theory, Philosophy & Culture Prof. Bill Dresselhaus Service Design Team
Logo Design Sketches
e were influenced the u wa station st le when designing the logo of loo loo
his akistani amil estaurant loo loo is a station for anyone who wants to enjoy good Pakistani food in a familiar dining atmosphere.
Logo Font Signiture
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Application
Design Theory, Philosophy & Culture Prof. Bill Dresselhaus