One of the first and most important steps in the conception of the corporate identity was the naming. At first glance, the circle and diagonal line of the final logo appear to be freely arranged, yet it is based on a strict geometry whose line widths and distances correspond to the custom-made typography.
Nikkei Nine’s wide range of colours stretches from black, brown and copper to gold and a plum tone as accent. This shade, typical for the Japanese colour world, is woven into all parts of the interior and is a central component of the restaurant.
The menu, dessert and beverage menus are covered with sophisticated materials reminiscent of lavish interior designs. The binding is a woven rubber band with a hand-made brass medal.
Much attention to detail is also evident in the dessert menu: When the menu, which is designed as a fan, is completely unfolded, a built-in mirror becomes visible on the inside and a photo motif on the back.
For outdoor signage, the corporate design appears three-dimensional through the combination of different transparent and reflective materials with light sources on different levels and mirrors itself into infinity.
Before the restaurant was opened, we designed an attention-grabbing recruiting campaign to address potential employees of the new restaurant directly. This campaign, which had been unusual for the hospitality sector until then, was aimed at young applicants on a targeted basis.
The highlight of the campaign were the Nikkei Nine Casting Days, which took place in the hotel's large Mirror Hall. For this purpose, we translated various motifs from our recruiting campaign into large-scale 4K video animations.
The invitations for the opening were printed on Fedrigoni paper with hot foil. The specially produced box was sent in a custom-made packaging, the simple appearance of which gave no indication of the high-gloss, golden inside.
Already during the conception phase, the launch website was designed primarily for mobile users, so that the reservation of a table or the viewing of menus is possible easily while on the move.