Space Q
WTD was commissioned with a task of creating a brand extension for BAR B Q PLAZA, Thailand’s most popular BBQ restaurant, to be more relevant to young consumers that go clubbing and socialize in the trendy parts of the town.
Service
Restaurant Concept
Client
Food Passion
Year
2018
We created a concept called “THE SOCIAL GRILL” and named it SPACE Q based on the insight and eating behaviors of the target group. Rolling out in one of Bangkok’s hot spots for night life and dining we needed a very strong and fresh perspective on traditional BBQ.
Through collaboration with lighting designers, the space calling for a distinct day as well as nighttime atmosphere was achieved. Space Q is also displaying a sense of community by having long shared seating and eating spaces. We were fusing elements from the beloved BAR B Q PLAZA brand such as the mascot and the distinct green color, with the new ‘SOCIAL GRILL’ concept, arriving at the remarkable Space Q.
We worked with the interior design team and chefs to create menus that are reflective of this new BBQ eating experience. Furthermore, we developed all design tools to be used in every aspect of communication and collaterals, key visuals to be used for the launch campaign, in traditional media and online.
