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Dutch designers bring a touch of Asia to Amsterdam with new restaurant chain happyhappyjoyjoy

Dutch architecture studio Concrete have helped design their own restaurant brand inspired by Asian street food and nightlife.

Restaurant group IQ creative – which also worked with Concrete on their Supperclub bar and eatery – and celebrity chef Julian Jaspers commissioned the studio to design the concept, interior design and graphic identity of the chain, called happyhappyjoyjoy.

The second restaurant has just opened in Amsterdam on Oostelijke Handelskade street, neighbouring a multi-purpose complex designed in the 90s by Rem Koolhaas’ studio OMA.

Concrete have 34 randomly placed light boxes, colourful posters, red umbrellas and smoking woks to create a chaotic ambience. Along with red Chinese lanterns, red walls and neon lighting, these evoke a conglomeration of different streets, alleys and night markets across Asia.

The restaurant – which serves small dishes influenced by cuisines from Thailand, Vietnam, Malaysia, Indonesia, China and South Korea – is divided by by two long park benches separated by a planter in the middle, featuring bamboo plants.

A freestanding stall, positioned on the street side of the building, functions as a bar serving Asian beers, wines, sakes, spirits and tea. Guests can also sit on market-style seating – where they become part of the activity of the kitchen – or outside on a 230sq m terrace.

“Concrete’s ambition for the chain is to create a new generation of restaurants and interior design, and break with current trends,” said the studio in a statement.

“We believe happyhappyjoyjoy is a destination where guests will experience joy and happiness in a playful environment that stimulates the senses in every way; a space where everyone will feel positive, and where a smile will automatically appear on visitors’ faces.”

Concrete  Julius Jaspers  happyhappyjoyjoy  Amsterdam  restaurant design  architecture 
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Dutch architecture studio Concrete have helped design their own restaurant brand inspired by Asian street food and nightlife. Restaurant group IQ creative – which also worked with Concrete on their Supperclub bar and eatery – and celebrity chef Julian Jaspers commissioned the studio to design the concept, interior design and graphic identity of the chain, called happyhappyjoyjoy. The second restaurant has just opened in Amsterdam on Oostelijke Handelskade street, neighbouring
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