Fast-good Japanese food in a dreamy atmosphere for business centers
Mabento was founded in 2009 with the goal of bringing fast yet healthy food options with an authentic Japanese taste to business centers. The brand immediately targeted high-traffic areas within business centers.
Almost 10 years after opening their first shop, they contacted Démodé for the design of their second location, which has now become their flagship store. They seized the opportunity to ask Démodé’s team to develop a strong and impactful brand identity (from the graphic charter to its architectural application) that would be easily recognizable and convey the values of the brand, with the long-term objective of franchising.
The goal was to create a modern expression of tradition using bright colors, wooden cleats, and signature elements that reflect the poetry of Japan, such as origami birds and cherry blossoms.
To evoke Japan while catering to Mabento’s target customers, we chose modern furniture that mixes materials and colors: to the brand’s iconic deep blue, we added bright and warm colors (orange, pink, red); to solid wood, we paired terrazzo, which brings elegance, contemporaneity, and touches of color.
An Illustration of the Richness and Diversity of Japanese Culture in an Accessible and Enjoyable Way
To immerse customers in the Japanese atmosphere as soon as they enter the restaurant, we added small details such as a noren (a curtain typically used at the entrance of Japanese restaurants as a commercial sign, also symbolizing respectability) and created a transparent canopy showcasing the kitchen and the chef at work.
To address one of the main spatial constraints—the corridor hiding the on-site dining area—we added neon lights as a playful element to guide customers to the seating area. Upon discovering it, customers will find different types of seating to offer various experiences: a large communal table under a cherry tree, classic seating in front of a blue wall, and a cozier corner under a pergola decorated with origami.
We used wooden cleats in geometric patterns on the walls to reinterpret origami and add rhythm to the space, while bird-shaped lights serve as a nod to Japanese poetry.
