Brand expression
From Boston to Bahrain, what was once a hot dog cart inside NYC’s Madison Square Park now feeds a loyal, global community. Our design for Shack Shake Neil Road, located opposite cool Keong Saik Street, pushes the boundaries and expression of the brand. Staying true to the building’s neoclassical structure, an abundance of light, white space and a bright palette create a calming environment that encourages a sense of community and a truly local feel.
The aesthetic focuses on comfort and exploration; off-white painted walls, white ceiling and white columns contrast with more distinctive materials like pink terrazzo feature tables, stylised window shutters, mosaic flooring and colonial style ceiling fans. Scatterings of mint and rose-gold accents, neon signage, greenery, auspicious Chinese symbols, intricate Perakakan tiles and external artwork by local artist Sam Lo connect with the restaurant’s vibrant customer. Watch out! A striking tiger mural roars from the wall. The perfect companion to share sumptuous black sesame and gold-dusted chocolate blends with.
