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Yakiniku Rikyu is a Korean-Japanese grill restaurant located in Madrid. The premise of the establishment is to invite diners to a culinary ceremony in which they cook their food to taste on a grill embedded in the center of the table.
Narita's strategy was to create an identity with a strong Japanese character without leaving aside the cosmopolitan nature of the project. This has been implemented in the space itself, website and promotional material, and accompanied by ad hoc calligraphy for the kanjis.
Capture the Japanese roots and cosmopolitan character of the project in the menu, service and ambiance of the premises.
Transfer the Japanese essence to the digital through ancestral milestones and concepts. Leave a mark on the diner with a souvenir.
Get to know the space, discover its offer and book the contemporary culinary ceremony experience from the same place.
Since 1998
Education, Sports & Coliving
Teaching music making music
Year 2019-2021 ©Narita and Stone Design
Behind Yakiniku Rikyu is the initiative, by a businessman of Korean-Japanese origin, to open a Japanese grill establishment in Madrid that would publicize this culinary practice so common in Japan, the result of the fusion of two cultures. This type of cuisine arises from a system brought by Korean immigrants who arrived in Japan in the early 1950s. It is a mix of the traditional Korean table grill and the Japanese cuts and breeds of beef. Diners cook meat and other foods to their liking on a grill built into the center of the table. Yakiniku It means “burning meat” or “grilling that you make yourself.”
The Yakiniku Rikyu restaurant seeks to offer a high-quality gastronomic proposal in an environment designed in detail: an experience, in the form of a contemporary culinary ceremony, deeply linked to Japanese culture both in the menu and the service, as well as in the ambience of the establishment. The strategy set by Narita was to create an identity with strong references to its Japanese roots, but with a global character that also reflected the cosmopolitan condition of the project.
The starting point was the creation of a brand that brought together references to the Japanese origin of the restaurant, the round shape of the grills in this type of establishment, and the color and grain of the meat. Thus a sign emerges with allusions to the flag of Japan, with its elements slightly displaced in relation to the dynamism of the gastronomic experience. On the other hand, their own calligraphy was created for the kanjis, the Japanese ideograms included in the graphic development of the brand. This is a nod to the second part of the restaurant's name, since rikyu It means “summer palace of the emperor.” In the same way that ancient Japanese palaces had their exclusive calligraphy, the meat palace Yakiniku Rikyu also has his own.
The brand was applied on all types of media. Beyond signage, the website, letters, brochures and promotional materials, it was also implemented in uniforms, crockery and cutlery. In addition, Narita was in charge of the art direction of the photography, both gastronomic and space.
MALAGA
Painter Joaquín Sorolla, 87
29016 - Malaga
(34) 952 25 27 25
SEVILLA
Protection, 6
41003 - Seville
MADRID
Comillas Beach, 20
28669 - Madrid
All rights reserved © Narita Studio
