The brief
Tokyo street culture meets retro Americana
ICHIBUNS took its cue from the rockabilly-meets-diner subculture that grew up in post-war Japan, where American burgers and jukeboxes collided with Tokyo street style.
The concept had to work for a sit-down dinner and a quick bite to go, balance accessible dishes with indulgent ingredients, and carry a real sense of theatre across three floors on Wardour Street.
What we did
Leading the concept from idea to opening
We led the development and direction of the overall concept, working closely with interior designers Studio Glitt, brand agency Spinach and the wider team of designers, consultants and partners.
The food
Wagyu and British beef burgers, ramen, sushi and sides, designed to feel accessible while making room for more indulgent ingredients.
The drinks
Japanese beers and sake, colourful milkshakes, marble sodas and cocktails that extended the playful identity and suited the room.
Dine in or take away
A proposition that worked as well for a bag in the window as for a long evening in the booths, with the operation planned for both.
Guest experience
The journey through three floors of lattice screens, Japanese pop art and glass wind chimes, planned so each level had its own mood.
One consistent story
With Studio Glitt on the interiors and Spinach on the brand, we made sure the concept read the same on the menu, the packaging, the walls and in the service.
Operations
Operational thinking built in from the start: kitchen flow for a broad menu, service style, and the realities of a busy Soho site.
The result
A Soho destination with its own energy
ICHIBUNS opened on Wardour Street in September 2017: a vibrant, visually distinctive restaurant that captured the energy and creative eccentricity at the heart of the brand.
The Infatuation called it “all a bit mad, but also a lot of fun”, which was exactly the point.
Didier Nahum, our Managing Director for Asia Pacific, was part of the team on the project. Meet him and the rest of the team on our team page.
