P.F. Chang’s Asian Table

  • Location(s): London, UK

To enter into the European market, P.F. Chang’s developed a unique look to their brand to respond to the European market and clientele. Aria Group developed various design concepts and mood boards that could be used as a starting point for a project’s location with the thought that each location would be unique but united by a common thread. The thread is the story of how P.F. Chang’s was founded through Philip Chiang and the influence of his mother, well known restaurateur Cecilia Chiang. For the first location in Convent Garden in London, UK, a mix of the various moods came together to best fit within the unique space. Inspiration was taken from Philip’s artistic background and Cecilia’s formal hospitality service while embracing the rougher qualities of this ground & sub-level space. The open kitchen and integrated prep areas create an interaction between the diners and the food for an overall immersive experience.