5 Star Plus is excited to announce their latest store design with Crystal Jade. Based in Singapore but with over 120 outlets, the Michelin noted restaurant Crystal Jade is looking to expand their presence into another terminal within Beijing’s capital airport. Crystal Jade’s vision statement is to preserve the precious things in life; through food they strive to harmoniously connect. Placing their store at an airport, they are able to achieve their vision statement and connect people from various cultures in their unique concept store design. Crystal Jade’s restaurant concept had to include branded elements and reference the geographic origins of the brands.
5 Star Plus designed a store layout that would emulate the store design’s wholesome presence. The tables and chairs in the Crystal Jade’s concept store uses wood as the primary material. This helps reflect the nourishing visual identity that Crystal Jade wants to reflect through their food and presence. This has been a strategic visual design decision since natural and ethical styles are trending in 2018. The primary color palette used for Crystal Jade’s concept store are gold, brown, and black which once again reflects the neutral wholesomeness of the brand design. The dimmed lighting makes the store identity feel more open and relaxing. 5 Star Plus considered everything from the materials used to the lighting and color scheme to create a unique store design.
Overall, 5 Star Plus captured Crystal Jade’s brand image and created store designs that emulate their organic culture. Placed in the second busiest airport in the entire world, Crystal Jade’s unique visual identity is sure to attract customers from all around the world to get a taste and feel of their wholesome food and environment.