Freshfields Bruckhaus Deringer

Interiors design for Freshfields Bruckhaus Deringer London HQ restaurant

Brief

Freshfields Bruckhaus Deringer is one of the ‘magic circle’ law firms, employing over 2000 people in its head office in Fleet Street, London.  As part of a £20m refurbishment, which saw refreshed office spaces, meeting rooms and a gym, the restaurant was relocated to the ground floor in a brand new, central atrium space. Historically, the take up at the restaurant from employees had been poor with less than 20% utilising the facility but it was hoped that this revamp would help change things around

Our brief was to help increase the footfall to the restaurant by changing perceptions of the facilities as well as providing Freshfields with a brand to be proud of. Create a space that would encourage employees to relax and use as extended space to their workplace.

Client: Freshfields Bruckhaus Deringer
Services: Branding, Design, Interiors
SECTOR: Food
Medicine Man
Medicine Man
Medicine Man
Medicine Man

Approach

Working closely with the Freshfields team and interior partners, we developed ‘65’ as a reference to its position in Fleet Street.

The brand mark design was inspired by the atrium shape and building architecture and was created as the main restaurant ident with supporting sub brands for service areas (i.e. shop/ deli/ coffee bar).

Once we had established the brand look, we then produced all applications and consumer touch points. From illuminated way-finding signages, menu boards, packaging, strut cards, SELs, digital screen to large format wall graphics. The interior was a mix of soft furnish and casual breakout spaces and we worked closely with the interior team to ensure the environment was inline with brand vision and really brought it to life.

Marketing activity was supported further with launch events (pre and post) and on going monthly promotions, calendar and special events (i.e. celebrity chef). We developed annual marketing strategies focusing on further increasing footfall through targeted campaigns (not just meal deals).

Medicine Man
Medicine Man
Medicine Man

Results

The feedback has been very positive with over 60% of employees now using the restaurant facilities. Sales have doubled in the first year of opening – which exceeded their forecast

Medicine Man