+PINK is a new South-East Asian restaurant brand, launched in Beijing in 2024. The brand aims to use culinary experiences to activate an enthusiasm for life, appealing to a young Gen Z demographic with a dining space which offers a futuristic interpretation of South-East Asian style.
The brand is most evidently represented in the restaurant colour scheme: a range of soft pink and terracotta tones bring a consistent warm tonality to the space. Layered on to this base palette of warm-hued materials are a series of elements inspired by repurposed industrial components. This is first experienced at the façade, where a series of heavy-duty ratchet straps are used to support an iconic LED signage system. This language of repurposed elements continues inside with a unique rotating wall graphic, inspired by advertising boards but with the mechanism exposed to guests. +PINK’s theme of recycling and reuse is also evident in the metal details used throughout the space in furniture and lighting: junctions and fixtures are expressed while the use of polished stainless steel gives a futuristic touch.
The design of +PINK is also driven by the spatial qualities of the location. The location in Beijing Sanlitun is a two-storey space with the upper floor incorporating a void, wrapped in a glass façade. This unique space afforded the opportunity to insert a sculptural element into the void which could be viewed from the outside and become a recognisable brand element for +PINK. The result is an iconic box structure made from translucent polycarbonate sheets which creates a sense of intrigue when viewed from the street and offers an interesting spatial experience internally, concealing and framing views as the guest moves through the space.
The final component of the concept is the integration of biophilia: lush tropical planting at an architectural scale provides a counterpoint to the man-made characteristics of the space and adds vibrancy and freshness to the space.
