East Street Restaurant, the taste of the Asian Vintage
"I-am"
associates - experts in branding, interior design and alternative
marketing - is the design-led branding agency which have created a
new name, a logo, graphic elements and complete interior design for the East Street, a London Asiatic restaurant. Today this place has a
vintage look and everything is a direct take on travel, specifically
Asia. It emulates raw vibe of a South East Asian market and street
cafe, so you should be totally immersed in the street market
experience. The long benches and plastic tables recreate the feeling
of being sat in a busy café in Hong Kong or Vietnam under a low glow
of light surrounded by the sights and sounds of the kitchen. There's
a bazaar's worth of neon signage strung from the rafters evoking a
busy Bangkok side street, corrugated iron walls for that shanty-town
feel and knockabout canteen tables that any traveller to Asia is
likely to be familiar with. The open kitchen down the full length of
one wall does create the intended buzz, and there's more than enough
well-considered ephemera to actually transport diners to the far
east. It's a relaxed space with communal tables and bench skating for
those who like to rub elbows with their fellow diners, with
additional indvidual tables for those who don't. Anyone who has traveled through Asia will recognise the interior
style with a choice of long tables and stools covered in wipe-clean
vinyl, or foldaway tables and wire mesh chairs on lino flooring. The
plastic baskets on the tables for sauces and the desk fans on the
walls remind Asian travels, plus the tickets and maps on the walls
brought back more memories.
The
restaurant owners, Nick Jeffery and David Fox,recreated the flavours and aromas traditionally
found at the eternally bustling street-markets of Bangkok and Hanoi,
the hawker stalls of Singapore and the noodle vendors of Tokyo. And
just like in kitchens across East Asia, they make their sauces and
stocks every day from the freshest market produce.
Their
menu is composed from the best street food and signature dishes from
across East Asia, faithful reproductions of classics free from
gimmickry and interpretation.
East
Street Restaurant
3-5
Rathbone Place
London
W1T
1HJ
