The creation of this brand is the result of in-depth research carried out by ConcoRdance into industrial estates and the glaring lack of dining options in these areas (or rather, the complete absence of them). This was the starting point for the creation of the company’s new branch: urban CROC.

“Designed for those who are short on time but want to eat well during their lunch break” is the motto of this new chain, developed entirely by Cré’Architecture. From the company name to the corporate identity, via the logo design and architecture, we therefore had to conceive the entire brand universe simultaneously. These are very diverse yet closely interlinked areas, for it is by thinking of the whole that we can best create and develop a brand from scratch.

Combining old bricks with thermoformed composite materials such as Corian, featuring bold communal tables for 14 people supported by a single central leg, and blending stretched canvas wall coverings with metal tiles, this restaurant is a feast for the senses, both visually and gastronomically. The space is punctuated by a multitude of light fixtures that define the different areas, whilst also playing with the heights to restore a human scale to this hall, which stands over 4.5 metres high. Distinctive, focal touches draw the eye to vertical gardens, graffiti against a backdrop of raw concrete, or a composition of metallic tiles with a rusted effect.

Services : Project study / Design / Lighting design / Plans and 3D renderings / Official documents / Construction management

Area : 96m2

Date : 2015