360° Art direction for restaurant chain STREET Bangkok
summer 2022
Art direction F&B
brand design & art directionfor STREET Bangkok
Between 2020 and 2023, I worked as Art director for STREET Bangkok. A thai street food restaurants chain based in Paris and expending.
As well as the global brand identity and food illustration work, that you can discover here (in french) I piloted the architecture and interior design of the restaurants, in collaboration with Alcmea firm.
Our collaboration, me as an restaurant art director and them as architects, was a multi-faceted partnership blending technical, creative, and branding dimensions.
Our goal was to bring out the brand’s DNA when it ventured into new locations.
With each new restaurant in Paris, I aimed to bring visual innovation. In order that all addresses were not replicas. Additionally, we wanted to maintain the brand’s energy and distinctive graphic elements with each opening.
Neon Creation
As an Art director for the Food&beverage industry, I can say Street Bangkok restaurant design is especially memorable thanks to the neon sculpture in each of its locations.
Indeed, As a true hallmark of the decor, the neon lights up the restaurant. It’s also became an iconic spot to take selfies !
I designed the neon signs for four locations. Drawing inspiration from fantastical creatures from Thai mythology.
The creation of the neon beside, depicts a mythical Thai episode. The deity Garuda battling the nakas. The original sketch was done by Krit Kullsingha.
Creating a punk rock vibe in Levallois restaurant
For the design of STREET Bangkok Levallois, the inspiration was a punk rock diner. I provided guidelines to the architecture firm while respecting my client’s constraints: material choices, atmospheres, and color palettes. I also designed the neon signs and created distinctive elements: neon sculptures inspired by Thai myths, artistic direction and brief for graffiti artists, design of commercial signs and lighting fixtures…
Art Direction for the Street Bangkok restaurant in Alésia
Later, we repeated the operation with a 200m2 restaurant in Paris.
undoubtedly the flagship of the brand, with a neon spanning two floors and toilets that push the contrast sliders to the maximum.
The objective of this project then, was to retain as much as possible of the existing structure and to add decorative elements to create the atmosphere of a Bangkok night market.
I designed this majestic pink dragon that adorns the staircase, and colors the restaurant’s rooms with a soft light.
Toilets with a "grandma's boudoir" vibe
In Alesia restaurant, the restroom were designed to be a surprise for the restaurant’s customers, contrasting with the rest of the space. Together with my assistant art director food, Cécile Jaillet, I envisioned a boudoir filled with frames and vintage decorative elements. It achieved a maximum effect with a minimal budget!
CREDITS Architecture : Alcmea architectes. Art Direction : Marine Dion & Cécile Jaillet. Levallois Photographies : Simon Kolton. Alésia Photographies : Alcmea architectes.
Customer’s
word
« As a creative Art Director, Marine has brought an innovative vision to the interior architecture of our restaurants. Her design skills have transformed our spaces, creating a unique and captivating ambiance, thus enhancing the overall experience for our customers. »
Josh Lee
Marketing & E-commerce
Manager at STREET Bangkok