Experimental Indian Dining Concept Farzi Café Arrives in London with DesignLSM Branding

Hospitality design specialists DesignLSM have been working with renowned Indian restaurateur and Masterchef judge Zorowar Kalra to bring his admired ‘Farzi Café’ concept to the UK market. 

Founded from a strong, authentic Indian knowledge base, Farzi Café playfully re-invents and revolutionises people’s perception of Indian cuisine with a unique modernist approach. The concept immerses diners into a sensory world of newfound flavours and culinary techniques that deliver the ultimate gastronomic experience.

DesignLSM worked closely with Zorowar and his team at Massive Restaurant on every design aspect of the scheme from the strategical positioning to the interior design and brand implementation. The interior narrative focuses on the ‘Farzification’ of the space; coining the term for the playful, inventive and energetic persona of the brand.

Set in the central hub of London’s Haymarket, the 4,000 sqft site holds a striking shop frontage decorated with ornate brass leaves and confidently lit signage that celebrates Farzi’s arrival into the City.

On entering the restaurant, guests are greeted by a welcoming Maître d’ positioned at a rich green marble desk which is accented by bespoke brass fretwork. The main restaurant/bar area has been specially designed with an angled brass and fumed oak ceiling raft, which guides diners to the ‘culinary heart’ of the space – The Open Kitchen emphasised by an atmospheric salt brick wall.  

For a more refined and formal dining experience, guests can book at the ‘The Chef’s Table.’ The private dining area features a palette of deep greens and gilded walls accompanied by decorative lighting and intimate drapes creating a sense of luxe and elegance perfect for a corporate or celebratory meal.

Social seating booths line the side of the restaurant with luxurious velvet upholstery and warm lighting providing a relaxed and comfortable ambience for guests to sample Farzi’s culinary creations. 

The imposing bar dominates the space with its beautifully lit panels and high brass gantry setting the stage for Farzi’s speciality astrology-inspired cocktail menu curated by bar manager Din Jusufi. 

DesignLSM’s designers acted as brand guardians on the design and implementation of the beverage concept working alongside Dare Hospitality to develop ‘The Vedika Menu.’ The cocktail booklet references the two astrological Hindu teachings known as Ayurveda and Vedic with a sophisticated colour palette and contemporary tone complimenting the brand’s existing identity as well as the new interior.  

Elements of texture, pattern and movement are communicated throughout the scheme with particular highlights including a statement wooden block wall designed with individually lit bricks that create a playful ‘optical backdrop’ whilst leading guests to the downstairs dining area.

In contrast, the downstairs space provides a warmer and more relaxed ambience with an array of pendant lighting highlighting the gilded shingle walls. 

The resulting design scheme adopts a modern and highly polished aesthetic with subtle illusions that reflect Farzi’s unique culinary style, creating an exciting, visual and immersive environment for guests. 

“We are honoured to be part of Farzi’s exciting transition into the UK market. The brand have a truly extraordinary approach to Indian cuisine and we can’t wait to see them captivate the London restaurant scene,” said Andrew Harwood, Project Director, DesignLSM.

Source: DesignLSM

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