Soho - New Concept Restaurant

SoHo Chicken - Hamburg is a new concept restaurant designed for Dirk Block, built around a clear protagonist: grilled chicken. The goal was to elevate a simple ingredient and turn it into a completely new gastronomic and visual experience, within a space that blends design, irony, and storytelling. The result is a surprising, ironic, and strongly distinctive environment — a finely tuned mix of art, design, and food experience. With tile floors laid like rugs, “noble” portraits of hens and roosters, custom ceramics, sculptural columns, and a royal-style canopy above the sofas, the space becomes authentic, immersive, and memorable — designed to surprise, welcome, and leave a lasting impression.

Key Project Features:
- Strong and recognizable visual identity: The concept was designed to create immediate visual impact, with distinctive and iconic elements that make it unique and easily recognizable — even when replicated in other locations.
- Hybrid and surprising atmosphere: A scenographic blend between the lobby of a boutique hotel and a contemporary restaurant: an unexpected space, halfway between art, hospitality, and playful provocation.
- Immersive and narrative experience: Every detail tells a story: from the ironic portraits of "Dame Chicken" and "Mr. Chicken", to the rug-style cement tiles, sculptural columns, and the dramatic canopy — all contributing to a coherent, playful, and engaging atmosphere.