Dubai, the UAE | 2024 | 59 sq.m
Architects: Tarasova Ekaterina, Dzhigil Valeriya, Bologova Ekaterina, Polina Dyachenko, Tatiana Kurochkina
Photo: Dmitrii Suvorov
The interior design project for the new Pounders brand marked a significant milestone for the client, combining the launch of the network’s first full-scale venue with the creation of a unique space. The brand strategy and graphic identity were developed by a British studio, laying the foundation for the concept. The name Pounders merges two words: pound, referencing the core product (burgers), and founder, symbolizing the brand’s pioneering spirit. The task was to translate these ideas into a space that harmoniously combines a sense of comfort, timeless vintage charm, and dynamic modern energy.
The work began with studying the brand identity and the atmosphere the client envisioned: something timeless, cozy, and ideal for family leisure. The location perfectly complemented this idea — a dine-in ranch-style food court with dark wood pavilions, scenic lake views, and relaxed walking areas. The space was designed to become a “third place” for people, where they could savor moments of everyday life. At the same time, the concept of innovation and brightness, reflected in the word founder, became an essential element, requiring a harmonious balance between familiar vintage aesthetics and bold contemporary accents.
The interior relies on simple yet functional materials: lacquered plywood, stainless steel, and multi-format tiles that form a precise graphic pattern. Black lacquered MDF at the bar evokes 1960s furniture with characteristic metal framing. The project also features iconic Finnish Artek Likki chairs from 1951 in a creamy shade, adding sophistication. In contrast, a curved, statement-making structure inspired by the initial letter of the brand name appears above the seating area. Beneath it, angular chairs, reminiscent of a constructor set, enhance the modern visual dynamic.
The synergy between vintage and innovation is further reflected in unique details, such as the sliding board that conceals the ice cream counter. Its design draws inspiration from a vintage Giorgio Della Beffa calendar from the 1970s, but with square “pixelated” shapes replacing the circular ones, and the text explaining the formation of the brand name. The simplicity and functionality of the stainless steel and acrylic lamps, engraved with brand descriptors (Brew, Beats), support the aesthetics of 1960s industrial design.
This project embodies a well-balanced combination of timeless quality, vintage comfort, and bold contemporary energy, creating a space that is both functional and visually compelling.
