Signals & Stats : Daily Signals

Layers of identity

By Peter Maxwell 08 : 03 : 2016 Shuang Shuang : Ico Design : Xochi Solis

London – Design studio ico has developed the interior and visual identity for Shuang Shuang, a restaurant that brings a new take on the Chinese hotpot to the UK.

Hotpots are a popular dish throughout East Asia, providing a creative and communal form of dining
The studio sought out contemporary artists with an interest in interpreting Chinese iconography as inspiration

Shuang Shuang branding by ico, London

The London-based design agency took charge of all aspects of the brand from naming to menus and the website.

The dining experience is defined by the layering of ingredients that customers choose from a conveyor belt to build their dish. In response, ico based its core visual concept on the playful arrangement of various tones, textures and images. The studio drew inspiration from the work of US artist Xochi Solis, whom it describes as combining ‘layers of visual ephemera to create contemporary collages that are rooted in Chinese culture’.

This approach enabled the studio to develop a look that feels culturally specific while avoiding the clichés of traditional Asian symbolism usually associated with such restaurants.

The Big Picture:

Placing a traditional product out of context doesn’t mean you can resort to type. An increased incidence of transnationalism and the plasticising of identity mean that consumers are less tolerant of cultural clichés than ever. Read our New Bricolage Living macrotrend for more.