Wagamama

Refreshing Wagamama Qatar's spatial identity & experience.

Ali Bin Ali, Qatar
|
Doha Festival City & Mall of Qatar, Qatar
|
445 m2 & 377m2

The Challenge

One of the most established franchise under the umbrella of Ali Bin Ali Hospitality since 2014, Wagamama went thru a brand refresh in 2016. Serving a Japanese cuisine with a western twist, it framed a new vision; freshness and quality back into the very heart of the dining experience. We were approached by Ali Bin Ali in 2016 to strategize and co-create with them a series of Wagamama in Qatar. Part of the process was to create a future strategy that challenges the growing competition, generate loyalty in the fast-casual market segment and to sustain the major growth plans moving forward.

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Our Approach

The 'live' food preparation area forms the focal point of the space to represent the freshness and quality, where it is visible for most of the dining areas to witness and smell the flavor from the preparation.

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What we delivered

Wagamama’s desire of continuous improvement is based around the Japanese philosophy of Kaizen. Through the process of insight and intelligence gathering we were able to compel a balanced and harmonious spatial concept that conveys back to the brand's core of being efficient, simple and memorable. One of the main highlights is the “live kitchen” feature which acts as heartbeat to the concept. “Live” cooking is visible from the exteriors turn the restaurant experience inside out and give each site the opportunity to hero the food and chefs. Other notable features were the add-on modular seating, which complements the original Wagamama “long benches”. The key take-away for this projects was the success of maintaining Wagamama's brand essence while localizing spatial features that meets the local culture dynamics.


From a fitout perspective, 2 different locations (Mall of Qatar and Doha Festival City) of the brand awarded, Daya started looking at value engineering methods with economic of scale. Construction elements were fabricated using a modular system in Daya's factory in Vietnam, that allows minimal labor in Qatar.

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What we learned

Using our south east Asian subsidiaries to bring an overall saving value for the client.

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Project Details

  • Sector : Food & Beverage (F&B)
  • Project : Wagamama Spatial Concept & Fitout
  • Client : Ali Bin Ali, Qatar
  • Location : Doha Festival City & Mall of Qatar, Qatar
  • Area : 445 m2 & 377m2
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