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Heston Blumenthal dinner 2011

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Seymourpowell announces details for its design work for Dinner by Heston Blumenthal, a new restaurant created by Mandarin Oriental Hotel group and the Fat Duck Group.

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Heston Blumenthal dinner 2011

  1. 1. **PRESS RELEASE UNDER EMBARGO UNTIL THURSDAY 10 FEB 2010** Seymourpowell cook up delectable designs for Dinner by Heston Blumenthal at the Mandarin Oriental Hyde ParkLondon, UK, 10 February 2011 – leading global design and innovation companySeymourpowell is proud to announce details of its design work for Dinner by HestonBlumenthal, a new restaurant created by the Mandarin Oriental Hotel Group and the FatDuck Group. The new restaurant is Chef Heston Blumenthal’s first London restaurant,opened at the award winning Mandarin Oriental Hyde Park, London, with Ashley Palmer-Watts, group executive chef of the Fat Duck, as head of kitchen.Seymourpowell worked closely with the Dinner by Heston Blumenthal team to create therestaurant name, brand identity and key touch-point items including menus, wine list andcorporate stationary. In addition, Seymourpowell co-founder Richard Seymour was alsopart of the early discussions of the exposed mechanical cooking system over fire in thekitchen, a type of spit to express the traditional roots of the restaurant. A designconceptualised and executed by Adam Tihany that now takes pride of place in the centreof the restaurant.Dinner by Heston Blumenthal takes inspiration from historic British recipes, with highlyanticipated menus featuring simple contemporary dishes inspired by Britain’s historicgastronomic past and recipes dating as far back as the 16th century.This historical reference was the initial inspiration for the name ‘Dinner’. It’s widelyrecognised that the 16th Century was a period when fine dining was emerging in Britain.Richard Seymour explains, "We proposed the name ‘Dinner’ for Heston when we firstbegan to really understand what he was trying to achieve. The word itself has changedmeaning over the centuries, so it was part of the fun to rehabilitate it! Although itoriginally meant breakfast in Middle English, ‘dinner’ rapidly came to mean the mainmeal of the day (at lunch time or evening). It has overtones of a hearty repast and a trueBritish ritual...which is why it resonated so strongly with Hestons ideas"
  2. 2. Alice Boardman, designer at Seymourpowell, was responsible for the development ofthe graphic identity, and design work for all collateral materials. All these designelements are sympathetic to the overall spirit of the restaurant, whilst simultaneouslymaintaining their own distinct identity.Key design elements by Seymourpowell include: • Menus o Dinner by Heston Blumenthal will consist of a special Chefs Table (up to 6 people), a private dining area (up to 12 people), and a main dining area catering for 130 covers in any one sitting (lunchtime or evening). Seymourpowell designed personal menus for each section, as well as dessert, tasting and tea menus. o Diners at the Chef’s Table and in the private dining area are presented with their menus in a specially designed scroll box. The menu is rolled and held in place with a bespoke metal napkin ring etched with the fork motif, as featured in the Dinner by Heston Blumenthal identity. Given the spontaneous and entirely customised nature of the menu on the Chef’s Table or in private dining, these elements have been designed with quick and easy on-site printing in mind, whist importantly retaining a look and feel of quality and elegance expected with this kind of dining experience. o Main dining menus arrive in a concertina fold style, encircled by a paper band bearing the restaurant’s identity in silver foil emboss. The bands can be kept by guests as a memento, and feature famous dinner quotes that evoke the sense of occasion. o As well as creating the 2D designs for all menus, Seymourpowell also carefully selected all materials and finishes to ensure consistency and quality. o Joanna and Jansen fonts used in the main logo have been used throughout to tie in with themes of heritage, history and elegance, but balanced with a contemporary look.
  3. 3. • Wine List o As with the Fat Duck, of utmost importance at Dinner by Heston Blumenthal is the wine list. Seymourpowell has designed a padded, leather case-bound screw post book. The wine list itself is printed in- house on paper that matches all other elements, to allow for updating as required. Important detail includes the use of specially designed internal flaps to conceal the screws used to bind the pages - allowing the outside to be a seamlessly covered hardback book. Careful consideration was given to creating the look and feel of an old, well-worn and loved book, whilst also making it easy to use for diners and restaurant staff. • Bill wallets o Consistent with the look and feel of the wine list, Dinner by Heston Blumenthal bill wallets have been designed with permanence and quality in mind, and inspired by a gentleman’s wallet, in leather of the same quality and standard as the wine list. This is always the least enjoyable part of a meal, and these bill wallets ensure the utmost discretion. • Order pads and holders o Similarly, leather holders for order pads have been designed to adhere to this look and feel. Made with a flap cover like a book, the order pads have been designed to open back to front to allow for easier note taking by waiting staff. • Corporate Stationary o Seymourpowell also designed a bespoke range of stationary for Dinner by Heston Blumenthal including letterheads, envelopes, business cards, comp slips and in-room promotional flyers.Richard Seymour added, “We were thrilled to be invited to work with the MandarinOriental’s interior designers to help convey some of Hestons delight in the mysterious,ephemeral and mechanical - one reason why elements such as the clockwork rotisseriequickly got traction. It was also enormous fun – the Dinner by Heston Blumenthal teamare a joy to work with. Im very happy with how it all worked out...restrained, with a littletwinkle in the eye...formal yet slightly impudent...nice"
  4. 4. ***ENDS***For further information and/or images:SeymourpowellTim DuncanPR GlobalEmail: tim.duncan@seymourpowell.comTel: +44 (0) 20 7386 2369Dinner by Heston BlumenthalM onica BrownLotus PREmail: +44 (0) 20 7751 5812M andarin Oriental Hyde Park, LondonHolly JohnstonePR ManagerEmail: hjohnstone@mohg.comTel: +44 (20) 7201 3616About Seymourpowell – the shape of things to comeSeymourpowell is one of the world’s leading design and innovation companies. Foundedin 1984 by Richard Seymour and Dick Powell, the London-based group of award-winning designers has produced some of the ‘milestone’ products of the last twodecades.Seymourpowell is currently the UK’s number 1 design company (YouGov, Nov 2010).The company is part of the Loewy Group.Seymourpowell is currently 85 people, combining a design studio, research centre,materials library and prototyping workshop.Seymourpowell has a unique holistic approach to design and innovation, whichcombines in depth experience and up to date intelligence about people, markets andbusinesses. The company has the ability to forecast and interpret the vital implications ofbehaviors and work out future scenarios to give its clients the confidence andreassurance they are making the right decision.
  5. 5. Seymourpowell is skilled in exploiting ideas that create real value and always look tomove clients forward creatively. Seymourpowell is not just a company of visionarythinkers, but future ‘doers’. Ultimately, Seymourpowell is about making things better:better for people, better for business and better for the world.Specialisms include design innovation, transportation design, ethnographic userresearch, strategy and new product development (NPD), trends and forecasting, productdesign and development, 3D structural design and 2D graphic design.About Mandarin Oriental Hotel GroupMandarin Oriental Hotel Group is the award-winning owner and operator of some of theworlds most prestigious hotels, resorts and residences. Mandarin Oriental nowoperates, or has under development, 41 hotels representing over 10,000 rooms in 27countries, with 17 hotels in Asia, 12 in The Americas and 12 in Europe, Middle East andNorth Africa. In addition, the Group operates, or has under development, 13 Residencesat Mandarin Oriental, connected to the Group’s properties.