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PHOTO The Capitol Kempinski, Singapore

 
 

Frieda

 

In 2018 the Kempinski Group asked Kaluza & Schmid to develop a gastronomic design guide. One specification was the name Frieda. Frieda Kempinski, the only daughter of Berthold and Helene. Frieda grew up in the entrepreneurial, warm and welcoming environment of her parents’ delicatessen and wine store, embracing its spirit of generosity and hospitality. Together with her husband, Richard Unger, she took over the reins at M. Kempinski & Co when Berthold retired, and helped to make the name Kempinski synonymous for gastronomy and entertainment.

It was important to create a warm and cozy atmosphere of a traditional German restaurant, yet modern. Four main areas provide you with the comfort that is needed – from late breakfast in the pantry to a quick “Abendbrot” and fresh beer during the day at our Frieda Day Bar. From a casual dining in the dining room to a relaxing moment at the Frieda Garden. A place where you feel welcome and taken care of.

 
 
 
 
 
 
 

IMPRESSIONS FROM SINGAPORE

 

 
 

First Sketches

 

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FROM IDEATION TO RENDERING

After our first ideation processes we and our client got a better idea where the journey will go.

 

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CONCEPT
From
Breakfast
to dinner

 

 
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ONE LOCATION
ALWAYS THE RIGHT ATMOSPHERE

As we do not know where Frieda Restaurants will be placed our goal of the style guide was to create a guideline that can be used at different locations. We had to create an atmosphere that works universal from breakfast to dinner.

 

 

 

 

CONCEPT
Breakfast Mood

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BREAKFAST
ATMOSPHERE

After you woke up you want to have your breakfast. Your coffee and something to eat to get energy. On long tables you have talks in a group or just with a few peoples. But you don’t mind, if some strangers are sitting next to you. You enjoy the daylight that gives you energy until the lunch. You are just in an active mood and always on the go.

 

 

 

 

CONCEPT
Lunch Mood

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LUNCH
ATMOSPHERE

You start to become hungry. You look at your colleagues, and they seem to starve as well. You want to relax but not too much. There are still some hours to work. You just want to have something light. Nothing that fill your stomach like a stone.

 

 

 

CONCEPT
Garden Mood

 

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GARDEN
ATMOSPHERE

A garden is about relaxing. You don’t want to have stressful conversations. You just want to lay back, watch others and reload your batteries.

 

 

 

CONCEPT
DINNER

 

 

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DINNER
ATMOSPHERE

After a long day, you just want to fade it out in a cozy atmosphere. You want to relax and come down from a long day. You don’t want to sit with strangers on long tables. With people that you like you want to sit in corners next to the wall on smaller tables. You want to have privacy and enjoy the evening.

 

 

 

CONCEPT
BAR

 

 

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BAR
ATMOSPHERE

You are done at work. You worked pretty late. You had a business meeting that was nice but it was a business meeting. The last hour of your day you just want to spend with a friend sitting at the bar, having a drink and want to relax.

 

 

 

TECHNICAL
DRAWNINGS

 

 
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FROM SKETCHES TO TECHNICAL DRAWINGS

From the first sketches, over the renderings to the technical drawings it took some meetings and sprints to hit the common needs. The technical drawings were one part of our delivery for the style guide. With that in hand the craftsmen know better dimensions and details of the interior.

 

 

 

HANDOVER
OF THE
STYLEGUIDE

 

 

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HANDOVER OF THE CORPORATE IDENTITY

The style guide is about everything that needed to be designed. You can see it as well as the corporate identity for everything that is about the visual, audio or taste. It gives answers or at least directions for the stakeholders. May it be the menu, the couch, the wall color, the light or the webpage.