Kuuru
Client: Leylaty Group
Location: Riyadh, KSA
Date: March 2024
Cuisine: Nikkei
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Kuuru is a Japanese Peruvian concept that embodies an elevated casual atmosphere and is truly unique to the Saudi Arabian market. Kuuru’s aesthetics and the F&B offering have formed a unique and dynamic causal Nikkei concept that blends both cultures innovatively.
Nozomi Al Khobar
Location
Al Khobar, KSA
Industry
Hospitality & F&B
Client
Nozomi
Giving an established restaurant a reason to be revisited.
Nozomi in Al Khobar is part of a wider Saudi brand known for contemporary Japanese cuisine. Located within a new restaurant complex, the project involved reworking the concept, interior design and branding to support a renewed position in the market while aligning with the brand’s existing identity.
The challenge
Evolving a familiar brand without losing what made it recognisable.
After 7 to 8 years in the market, the brand needed to feel current again. The tension was in introducing a new layer of experience while maintaining continuity with its established language of materials and spatial cues. Moving too far would disconnect existing customers, while staying too close would not justify the relaunch. The risk was ending up with a space that felt updated but not meaningfully different.
The APPROACH
Introducing a clear narrative that could guide both design and brand decisions.
A concept centred on nature became the framework for the redesign, allowing the project to build on existing material principles while introducing contrast through lighting and spatial perception. This created a direction that informed everything from layout to detailing, giving consistency to the experience without relying on visual excess.
HOW DID WE STRATEGIZE A PLACE THAT WORKS?
Brand Continuity
The use of familiar materials and spatial cues maintains recognition for existing customers.
Perceived Renewal
Lighting and spatial narrative introduce a clear sense of change without altering the core identity.
Operational Alignment
Kitchen and layout planning support a consistent level of service following the relaunch.
THE RESULT
We gave Nozomi a clearer position within its market while retaining its existing customer base.
We provided a framework for how the brand can continue to evolve without needing to reset its identity each time.
