Happyhappyjoyjoy Restaurant is Inspired by the Hectic Streets of Asia

Happyhappyjoyjoy Restaurant - Inspired by the Hectic Streets of Asia (8)

Dutch studio Concrete has recently completed the Amsterdam based restaurant Happyhappyjoyjoy, a cheerful collection of colors and typical Asian flavors. The turbulent streets, rich flavors and bright colors of Asia, typical for cities like Bangkok, Saigon and Hong Kong, come together in Amsterdam. This playful design, organized eclectic chaos is inspired by the typical Asian local markets and busy streets, and it will make you feel like you’re right in the middle of it all.

Description by Concrete: Happyhappyjoyjoy is inspired by the hectic streets of Asia, serving small dishes influenced by the streets and markets of Thailand, Malaysia, Vietnam, Indonesia, China, and South Korea. Concrete designed the concept, name, interior design and total identity of Happyhappyjoyjoy; a restaurant which represents an eclectic mix and conglomeration of different streets and alleys. Packed with rich colours, textures, prints, lights and different seating areas with smoking woks and steamers in the background.

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The restaurant area radiates a completely different, and more colourful, atmosphere. The walls are covered in bright artwork featuring a collection of posters and pamphlets collected in Asia, as well as some created specifically for Happyhappyjoyjoy. The artwork is plastered randomly across the walls (like graffiti) and even continues into the large alcoves. The alley is illuminated by five huge Proplights by Bertjan Pot for moooi featuring bulb lights, reminiscent of garlands of random streetlights as seen in pop-up street food stalls. The restaurant is divided in five spaces, each with a unique identity, capturing the organised chaos that characterises Asian streets.

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Concrete’s ambition for the venue was to create a new generation of restaurants and interior design, and break with current trends. Concrete believes Happyhappyjoyjoy will be a destination where guests will experience joy and happiness in a playful environment that stimulates the senses in every way; a space where everyone will feel positive, and where a smile will automatically appear on visitors’ faces.

Project: Happyhappyjoyjoy Restaurant, Amsterdam
Concept, identity and Interior design : Concrete Studio
Photos: Wouter van der Sar

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