Living the Champagne & Lobster Bar life.
With the mission of creating one-of-a-kind moments and redefining lobster, PINCHY’S is a young, vibrant and trend-driven brand. Born from their passion for food ‘Made by Sea’ and knowing where their produce comes from underlies their goal of offering quality seafood, served well.
The brief was to create a new take on seafood, introducing Maine (US) lobster rolls, Alaskan Crab and food from the sea. Inspired by the serene Atlantic waters and the Australian coast, the visuals are modern, fresh and feel Summer all year round. Now taking the form of popups at Melbourne’s popular food and music festivals and soon-to-be-at Emporium Melbourne, Pinchy’s is colourful and fun, beach day all day, shadows and sky hues and the golden sand between your toes.
When Melbourne's favourite lobster brand, Pinchy's, searched for the perfect place to open its very first flagship, it chose the iconic building at Mid City, Chinatown for its modernist details, brutalist ceiling and an expansive balcony to create an immersion like no other.
BrandWorks' ‘five senses approach’ served as the foundation for its innovative design - to engage all the five senses to create a holistic brand experience. The location on level one of Mid City was less than desired, with the venue adjacent to pedestrian amenities and non-curated retail, which did not complement the Pinchy’s brand experience.
Visually, the signage and wayfinding needed to be eye-catching and draw patrons up the escalators. Pinchy’s signature brandmark overhead, festoon lighting arrays and bold decal graphics follow patrons up and upon arrival, striking neon and rose gold mirrors are ready to serve as moments for the social media inclined. The pink blush and terracotta palette intentionally take patrons away to a place they would rather be. Soft materials and plush fabrics activate the sense of touch, to soften hard concrete surfaces from above and impart a sense of luxury, all within a modest budget.
Team:
Architects: BrandWorks Studio
Photographer: Willem-Dirk du Toit
Materials Used:
Ceiling: Paint, dulux wash and wear, colour: Shy girl half
Outdoor flooring: Timber decking
Bar cladding: Fluted timber profile, PORTA Contours
Wall render: Rendered texture wall paint, Bishop master finish
Upholstery: Venice Velvet, The textile company
Outdoor upholstery: Luxe vinyl, instyle, colour: red earth
Table top: Pink terrazzo, Singnorino
Window curtains: Burano, warwick textiles
Glazing: Rose gold mirror, Mitchelle group
