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Effingut Brewerkz Restaurant and Bar by Ketan Jawdekar |
Home > Winners > Design #54039 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
KJ: Effingut Baner in its second outlet wanted to create a place where lot of emphasise would be given on the experience. A brewery that can get you nostalgic and an amazing place to sip your crafts while watching the match, reading books, chatting with friends or just go solo.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
KJ: The place is huge and needed a trippy decor. Music being the base, designers wanted to create a place that rolls around the theme of music and the childhood memories for those who are in their forties.Use of indie frames hung inside with cool saying and some messages, RAJDOOT GTS bike hung from the ceiling, shelves stacked with old LP records and cassette players, Racks stuffed with old comics and the overall woody feel gives it a warmth and immediately one gets connected to the place.
FS: What are your future plans for this award winning design?
KJ: The owners of this place want to expand in other parts of the country. Each place will have new concept but the main emphasis would be to create sense of nostalgia in patrons mind.
FS: How long did it take you to design this particular concept?
KJ: It took nearly three months to finalise the concepts and drawings.
FS: What made you design this particular type of work?
KJ: Odd shape of the premises and the position of services imposed certain restrictions that led us to think lateral. Different sections were needed to overcome the odd shape and create overall experience. The odd corners were needed special attention and so are used to create group seatings with feature walls and rest of the area was treated as general seating.Effingut is a place of experience. Open air seating with wooden furniture layout was created for smoker community. Air-conditioned hall with multilevel seating was designed to cater to suit different needs of the patrons. Conventional seating arrangement was designed at mezzanine level. Lighting played a major role in creating low illumination levels with low hanging lamps; decent usage of highlighters for the stuff on the wall covering various themes related to signs of the times, beer, Bollywood, Hollywood and beyond. It was designed as a space with experience. Experience was further enhanced by creating library of old age Archie and Super hero comics to read over the beers.
FS: Who is the target customer for his design?
KJ: The target costumer is of age range from 25 and above.
FS: What sets this design apart from other similar or resembling concepts?
KJ: Its quite a journey. An epic celebration of being able to brew the best beer in the world; beers that get you going and ignite that spark of revolution. While you cheer Manchester, you would be super happy to find Archie comics in the book shelf. The music collection gets you back to school days.They say change is the only constant thing in this world. Whoever has said this perhaps never visited Efingut to experience the constant wow experience of this place.
FS: What is the most unique aspect of your design?
KJ: A table hanging from the wall to “make you feel in air” on special occasions is a major attraction. Group seating on the backdrop of speaker wall and the curve mirrors in washrooms is what one has to experience personally.
FS: How did you decide to submit your design to an international design competition?
KJ: A'Design Award and Competition is of utmost importance for the Designers. It is a scale to judge our own talent as well as is a learning process. This Competition not only give us the global platform but also help in boosting moral. Recognition of talent and the achievement is like a jet pack to take off in the professional stream.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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