The Challange
Evolving the Edo Japan brand required an architectural roadmap that prioritized customer experience without sacrificing speed. The goal was to move away from a traditional aesthetic toward a more energetic environment — one that appealed to a younger demographic by turning fresh meal preparation into a visual destination.
Evolving the Edo Japan brand required an architectural roadmap that prioritized customer experience without sacrificing speed. The goal was to move away from a traditional aesthetic toward a more energetic environment — one that appealed to a younger demographic by turning fresh meal preparation into a visual destination.
The Solution
The design centered on a Teppan-style stage, moving the grill to the front of the house so customers watch their food being prepared. This made the "Master of the Grill" the central focal point — transforming the space into an experience of trust and entertainment that resonates with a social-media-savvy generation.
To support the rollout, a modular design system was developed to ensure brand consistency across four distinct layouts — Side Grill, Front-Facing Grill, No Grill, and Food Court — adapting to the range of footprints and service models found nationwide.
The design centered on a Teppan-style stage, moving the grill to the front of the house so customers watch their food being prepared. This made the "Master of the Grill" the central focal point — transforming the space into an experience of trust and entertainment that resonates with a social-media-savvy generation.
To support the rollout, a modular design system was developed to ensure brand consistency across four distinct layouts — Side Grill, Front-Facing Grill, No Grill, and Food Court — adapting to the range of footprints and service models found nationwide.
Location
Multi-site, North America
Rodmell & Company Inc.
Colaab.
Quick-Service Restaurant
● 02
Edo Japan
Playful . Confident . Respectful
Mall Applications
The challenge lay in maintaining brand integrity while navigating the rigid constraints of a mall food court environment. By adaptively scaling our signature elements—like the high-visibility overhead branding and vibrant red architectural accents—we engineered a high-impact, front-facing grill layout that maximizes spatial efficiency, complies with strict landlord criteria, and preserves the theatricality of the Teppan-style dining experience.
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