A cut above

Bespoke hand-crafted sculptures, including the playfully titled Ginger Blimp, complement an equally artisanal menu that serves a selection of contemporary meat dishes including bok choy duck, Angus short ribs and white chocolate liver.

The space is divided into three functional blocks: the bar, the butcher and the kitchen. ‘Everywhere you look, you feel the craftsmanship of the tiles, bronze sculptures, brass lights and wooden walls,’ interior architects Studio Modijefsky’s Esther Stam tells LS:N Global.

Interdisciplinary designers Studio Molen, who also helped build the concept, used the recurring motif of the company’s mascot. The Butcher, a plump figure with a long nose, appears in various forms around The Roast Room – in a drawing pasted on the front window, as a statue in the kitchen, while his chopped-off leg is the company’s logo and can be found hanging outside the main entrance.

The Big Picture: In our Personality Brands microtrend LS:N Global looks at brands, retailers and marketers embracing fictional characters to help them better connect with consumers.