MAF and Starwood wanted to change the functionality of their all day dining restaurant so that it had market appeal and traded better past the breakfast sitting. They wanted it to be Turkish themed; feeling both authentic and approachable and for it to be comfortable and operational for our busy breakfast sitting.
We developed the brand alongside the operator – working together to settle on the name Besh, which is ‘five’; in Turkish, as it’s positioned on the fifth floor of the hotel and developed the strapline Modern Turkish Kitchen to substantiate the offer.
We then designed and artworked all of the operational collateral and marketing templates including uniforms, menus and advertising templates.
The space planning of this project was crucial; and through this we created the ability to grow and shrink the space with decorative metal curtains providing a big enough area for the breakfast sitting and then shrinking to give a more intimate experience for lunch and dinner. As the All Day Dining of the hotel, the presence of live cooking and buffet display was important and by incorporating units that could provide ambient display for breakfast that switched purpose to high level seating for other meal settings avoided a mass of redundant display and allowed the restaurant to operate on an a la carte basis for lunch and dinner.
The look and a feel is inspired by traditional restaurant scenes found in Istanbul but interpreted in a comfortable and contemporary way that suits the Dubai market and the Sheraton profile. We used iconic Iknil Turkish tiles sourced directly from Istanbul, created Turkish inspired decorative blackened metal screens and feature entrance with stained glass. Multiple floor finishes featuring timber parquet, patterned tiles and honed marble provide an interpretation of layered traditional Turkish carpets and combined with an eclectic mix or furniture settings give the sense of a carefully curated experience that has evolved over some time, much like the restaurants you find along the streets of Istabnul.
This project has received great feedback from owner, operator and customer base and commercially is beating forecasted revenue.
159 Wardour Street
+44(0)121 666 6667
6 – 12 Bow Street
+44(0)121 666 6667
Umm Hurair Road
UAE 971(0)4 3370081
8, Jalan Kilang Bara
07-04 Central Link
Jalan Cempaka SD 12/5
Bandar Sri Damansara
52200 Kuala Lumpur