Satori

About the Client

Metzingen is a special place. Actually, it is a rather inconspicuous little town, yet (as of 2019) it is one of the top 10 shopping destinations for foreign tourists in Germany. This is because the town center is home to the so-called Outletcity, where more than 500 premium and luxury brands sell their products at discount prices. In 2019, Outletcity Metzingen commissioned us to develop a food concept as part of a master’s study project.

About the Work

Shopping can be fun and exhausting at the same time. The brief was to increase visiting hours to keep people on-site in the mood to spend more time in the many stores. With a team of seven, we developed a fusion kitchen project for Outletcity Metzingen. We typologized different visitor groups, their behavior and their needs.

There are a few food options on the Outletcity campus, but they all tend to be in the to-go segment. So we came to the recommendation to establish a fusion kitchen concept that invites visitors to stay and relax with good food that is not too heavy on the stomach. Oh, and over 35% of Germans (who make up the majority of visitors) named »Asian« as their favorite cuisine — that’s a pretty big continent and therefore a pretty big category, so why not just mix different cuisines and create a very unique experience in a very unique town?

The name Satori refers to the experience of enlightenment in Zen Buddhism. In a similarly (en)lightening, zen and radiant way, we wanted to design the restaurant experience. And this is what the brand design was going to look like …

(I can’t show interieur pictures due to copyright concerns)