Ed's Diner

West Quay Shopping Centre, Southampton

As a brand virtually unknown outside London, Ed's easy Diner required a strong external image to attract a new audience and compete with neighbouring operators such as Pizza Express and Nando's.

The two bay frontage, awkward plan shape featuring large columns, angled walls, low ceilings and a restriction on the use of neon within the shopping centre, all added up to create a difficult task for the design team.

By cladding the columns in polished steel and capping them with 'halo's' formed in an LED alternative to the usual neon, the brand's iconic signage was retained and draws the customer's eye to the interior. Clever planning and a bold, graphic palette of materials combine well to create a colourful and vibrant diner.

With the space between the two neighbouring and 'visually quiet' competitors now animated and vibrant, the new brand has been drawing in higher than expected custom resulting in a 25% increase in the predicted takings for a new site.