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  • Writer's pictureCreedStudio


Updated: Nov 17, 2020


The Creed team have relished the opportunity to rise to the restaurant design challenge set by our client PizzaExpress. This is the start of an exciting new phase of forward-thinking Interior Design for the brand and it’s wider estate. Drawing on prior consumer and market research our brief is to create a scheme to fully refurbish a Central London site. The new restaurant design will enable a full day offer; from mid-morning coffees to cocktails and pizza after work and into the evening.

The relocation of the pizzaiola and the potential operational impact has been a key challenge for this brief. Directional lighting, carefully considered topography and acoustic rafts ensure that focus is on the theatre of the kitchen. Diners can watch the action up close with perch seating added to the kitchen counter, or chose low or counter seating at the new bar. Staff will discreetly access the pizzaiola via the screened pass that adds shape and a dramatic curve to the space, but still enables smooth operational flow. A new bar design positioned at the front of the restaurant has dramatically changed the space and we can’t wait to sit and sample a cocktail there soon.

Using materials that are carefully selected for their honesty, durability, interest and colour: this major refurbishment leads the way in realising the ‘Future Express’ aesthetic. As a prototype for the distinctive new design thinking, the project will become a test bed for innovative techniques. We can’t wait to share the completed project with you.

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