- Client: Southam Street
- Interior Design: Victoria Vogel
- Services: Art Direction Branding Digital Design Visual Identity
Southam Street is a contemporary destination in Golborne Road, Notting Hill, for drinking, dining and private events.
Created by the team behind critically acclaimed London restaurant 108 Garage, the West London three storey townhouse incorporates a Robata Grill, Raw Restaurant, Sake & Whisky Bar and a dedicated parlour exclusive for members.
Challenge
Mortar Peste Studio was asked to develop a brand identity that would reflect Southam Street’s diversity and personality, whilst build a strong and vibrant community around the Southam Parlour’s members club.
After exploring diverse brand territories, we built a visual identity system that takes inspiration from its signature space, a multi-room building, that assembles a mixture of flavours, textures and experiences.
Solution
Using minimalist forms and patterns to identity the different rooms of Southam Street, helps tie in all the areas while giving each space a distinct character.
The transforming marque express the idea behind discovery and exploration throughout Southam Street’s various gastronomic offers (Grill, Raw & Bar), and the combination of western and Japanese influences in the drinking and dining spaces.
Members welcome pack
In addition to multiple branded materials produced for the restaurant and bar areas, a limited series of members welcome packs were designed and printed using a combination of GF Smith Colourplan Racing Green & Pale Grey with white foil and blind embossing techniques.
Space
The interiors designed by Victoria Vogel, bring a strong focus on the playful and mischievous as well as the luxurious and decadent. The haunt celebrates the bohemian eccentricity with heightened glamour from the local neighbourhood, visually represented by a patchwork of risqué and eclectic wallpapers, exquisite marble counters and sleek yet comfortable furniture.
Low lighting, white marble, gold and a rich green are a recurrent theme in the dining spaces whilst bronze, millennial pink and rich autumnal tones mostly inhabit the bars and drinking dens. The hangout area can be found on the top floor where the labyrinth of rooms by day act as the perfect shared work space and at night the ideal late-night lounge with a dedicated focus to tequila and mezcal.
Digital Experience
As part of Southam Street’s initial digital presence prior to the official launch, we created a holding page with minimalist branded content to avoid revealing much away.
Our vision for the full working website consisted in immersing users into the diverse gastronomic experience that could be found in the Grill, Raw and Bar areas. The website combines imagery content with the brand’s vibrant color theme, providing an intricate balance across all sections of the website which included menus pages, online table booking and a dedicated area to announce special events.
