London – Sketch has unveiled an interactive new platform that challenges the typical format of restaurant websites.
The Mayfair restaurant enlisted design studio Hato to create a digital world for each of its five imaginative dining rooms. Reflecting the character of each dining room, visitors to its website are presented with a colourful set of avatars, which they can select to play corresponding games.
Among these virtual pastimes is food ‘Jenga’, where players stack a selection of Sketch’s pastries, neon sign design, and the chance to create a piece of music based on the beeping sounds emitted by the restaurant’s sci-fi-inspired bathroom. The online experience also follows customers to the booking process, where diners receive a unique avatar based on their reservation requirements.
Hato’s interactive design represents a new breed of restaurant website at a time when many dining brands offer mundane sites with little by way of user experience beyond a downloadable menu. Entirely immersive websites have, until recently, been the preserve of experimental fashion companies, but Sketch is demonstrating a new direction for food and drink brands to emulate.