by francesca smalley giraffe grows up · giraffe family introduces the brand’s new ‘bar &...
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The latest Giraffe restaurants have a completely
new-look, Bath launched in March of this year
and more recently Soho opened its doors
in June. Gone is their signature orange and in its
place a much more grown-up urban interior. Why
the change? Russel and Juliette Joffe, co-owners of
the popular restaurant group, together with their
partner Andrew Jacobs, felt it was time for Giraffe to
evolve in its design and illustrate that it was much
more than a family hub, appealing to a sophisticated
adult clientele too. Introducing larger bars that are
suitable for people to pop in for a morning espresso,
a lunchtime burger or a place for friends to get-
together was a large part of the design strategy.
BATH GiraffeArchitects – Michaelis Boyd
Giraffe appointed Michaelis Boyd Associates
with a clear brief, which was to give the Bath
restaurant a bold, brave new look - one that
shied away from the Giraffe orange but retained and
built on their brand values, ensuring that the latest
opening would still be familiar and recognizable.
To encourage an all-day ambience, the architects
looked at old-style coffee bars and developed a
tiled bar as a focal point. Oversized and stylish,
the bar was strategically positioned adjacent to
the entrance in order to create a welcoming first
impression, be visible to passers-by and to catch the
morning sunshine. >
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JLT_GS Mag_297x230_HR_Mar.pdf 1 17/02/2011 12:46
By Francesca Smalley
GIRAFFE grows up
BATH
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A variety of seating options were created to appeal
to different moods and dining opportunities. Ed
Barker of Michaelis Boyd comments, “we provided
tables in the open double height space for those
who want to be part of the action with an undulated
banquette running throughout which was balanced
by concealed secluded tables under the mezzanine”.
Ed continues, “Seating was made comfortable with
clubby leather benches and classic homely English
Ercol chairs. Bar stools, ‘love seats’, chunky tables and
pews for larger gatherings. Taking into consideration
the high student population a bench, ideal for
perching and surfing the web, was also added”.
The décor, whilst definitely more urban, still
reflects the fun and casual vibe of Giraffe. Quirky
touches include reclaimed 70s wallpapered ceilings
and bold hand-painted graphics of faces, letters
and a giant kiss on whitewashed concrete walls. On
the exterior of the building, a Giraffe head extends
from the internal graphics and looks out onto the
Bath streets, creating a fun first impression. The
facades were carefully designed to meet stringent
planners’ requirements - stating that any frontage
complements the traditional golden coloured stone
buildings of Bath - but also set the tone for the
sophisticated, welcoming and urban Giraffe within.
SOHO Giraffe Bar and GrillArchitects – Wells Mackereth Architects
When it came to the Soho opening
of Giraffe, it was clear that any new
look would have to reflect the casual
dining and after work/late night drinking culture
synonymous with Soho. This latest addition to the
Giraffe family introduces the brand’s new ‘Bar &
Grill’ format showcasing a number of new features
including a separate bar, a Robata grill, a private
dining room and a late licence.
The Bar & Grill is the result of a refurbishment of
a 1960s steel framed bank building on the junction
of Frith Street and Batement Street, just a little south
of Soho Square. The noticeable bright colour palette
has been toned down exposing the rugged concrete
and masonry of the existing structure to create a
predominately naturally coloured and textured
scheme with accents in metal and cast glass.
The discreet subtle backlit metal exterior
signage announces this is a very different kind of
Giraffe. Externally the ground and first floors are
unified in a dark umber grey finish with windows
and other metalwork painted gloss black.
Setting the tone for a connected meeting place
for the media and fashion crowd of Soho, a large
steel magazine rack alongside tables and chairs
were situated at the entrance to create an all-day
cosmopolitan yet relaxed vibe. Matt Wells of Wells
Mackereth Architects states, “It is a feature we
loved in a couple of Keith McNally bars when on a
research trip to New York for the project”.
Giraffe have, in the past, designed their bars
primarily for dispense purposes, however, on this
occasion, the ground floor encourages all-day eating
and drinking. Bi-fold doors open up with five tables
sitting on a raised timber dais creating an alfresco
dining and drinking opportunity on the lively Soho
street.
Other key features include a lighting installation
designed around recycled pickle jars and a sharing
table formed from a massive slab of oak complete
with a large industrial styled linear light feature over
head, perfect for dining solo or for large groups of
friends.
On the first floor, there is a destination lounge
bar – a first for Giraffe. Low-lying leather couches
and refectory-style tables lit by large metal pendants
that run the length of the room and striking floor to
ceiling windows allow drinkers to watch the world
go by. There is also a zinc finished bar and space
for a DJ booth. Giraffe introduced a new menu for
the lounge bar designed for drinking and grazing
with a range of tapas style skewers and late night
munchies and an extended wine list featuring 36
bins by the glass.
There is also a private dining room for up to 80
standing and 50 seated, called the ‘Red Room’, which
is currently under refurbishment and promises to
be just as stylish and contemporary as the main
restaurant and bar.
Further sites planned for this year include
Chelmsford, Stratford and Sheffield where we can
expect more changes and new design features once
again from the team at Giraffe, working with a whole
host of exciting designers; no two Giraffes are the
same. Each design brief takes into consideration the
location of the restaurant, the style of the building
and the demographics. Giraffe prides itself in never
taking a cookie cutter approach – making it all the
more interesting for us, watch this space! •
Giraffe, 8 Dorchester Street, Bath, Somerset.
Tel: +44 (0)1225 463 333
Giraffe, Bar and Grill, 11 Frith Street, London W1.
Tel: +44 (0)20 7494 3491
www.giraffe.net
Bath Architects: Michaelis Boyd www.michaelisboyd.com Tel: 020 7221 1237Soho Architects: Wells Mackereth www.wellsmackereth.com Tel: 020 7495 7055
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SOHO
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