HAZ is a modern Mediterranean restaurant collection boasting venues across the city of London. HAZ has been built on the vast experience and passion of its three Turkish founders, using fresh, local, seasonal ingredients to provide a true taste of their homeland.
Recently, HAZ’s site on the ground floor of the Plantation Place building underwent a stunning transformation. Overseen by award-winning, multi-discipline design agency I-AM, the new restaurant design concept was inspired by the art of Turkish Coffee. I-AM also provided input on brand identity, visual language, brand architecture, signage and application, interior design and web design.
Recently, this design was recognised at the Restaurant & Bar Design Awards when it was announced as the winner of the ‘London Restaurant’ category.
HAZ owner and founding partner Zafer Cicek was the person who first approached I-AM with the task of revolutionising and breathing new life into his group of restaurants. He wanted to make HAZ more relevant to a younger audience while remaining true to the original spirit of the brand. Leaving the monotony of city of life at the door, I-AM was asked to help create an experience that takes customers to the heart of modern day Turkey.
One of the early considerations I-AM made was to take into account the evolving relationship between social media and hospitality. The idea of an ‘instagrammable’ experience is increasing important when creating environments and I-AM kept this in mind when designing a space to match HAZ’s sophisticated menu.
I-AM worked on a holistic approach, which involved crafting the identity of HAZ across various customer journey touchpoints; conveying HAZ’s identity in the design of the space and any consumer facing communications, from graphics to interactions within the restaurant and online. Working closely with leading chef Niall Davidson, a new contemporary menu was crafted to run alongside the evolution of the brand and visual development.
The restaurant concept is inspired by the art of Turkish Coffee, a balance between bitter and sweet, translated by light and dark areas to the restaurant; with intimate dining spaces at the front of the restaurant (the bitter), that transcend into the lighter, main dining area (the sweet cream). On the ceiling there is an undulating design that reflects the ripples of the coffee and delivers energy through the space.
An emphasis has intentionally been placed on the bar offer stretching across the entrance to entice guests to return for an after-work cocktail or two. The new material palette comprises of sophisticated burnt-cocoa tones, sweet creams and highlights of coral, a metaphor for the bold spirit and distinguished elegance of HAZ.
The functional layout enhances the opulent atmosphere, with an open kitchen providing a theatrical performance for guests. Furthermore, from the lighting through to the bar design, the restaurant is laced with hints of gold and copper inspired by the burning embers when cooking.
Zafer Cicek said of I-AM’s work:
“I-AM really helped us breathe new life into the HAZ restaurant chain, the contemporary environment appeals to our clientele whilst also maintaining the essence of our brand.”
Since its opening earlier this year, HAZ at Plantation Place has seen its like-for-like sales up 30%. The design concept was also adapted for the latest HAZ opening at Finsbury Square. The recent success at the Restaurant & Bar Design Awards, in a competitively contested category, is a testament to I-AM’s dedication and desire to create a unique hospitality environment.
First introduced to the British public over fifteen years ago in 2001, HAZ uses fresh, local and seasonal ingredients to provide a truly Turkish and, to wider extent, Mediterranean experience. HAZ takes its name from the initials of its three founding partners (Zafer, Haci and Ahmet) and is Turkish for pleasure.
The menu takes its lead from a classic Turkish family meal. Guests are encouraged to choose dishes that compliment and contrast the many flavours offered up by the Mediterranean. There is a wide selection of meals that provide something for everybody, from grilled meats and meze to salads and rice dishes. Grilling is a particular specialty at HAZ having been perfected over a number of years using ancient techniques that combine texture and flavour. For more information on HAZ, please visit www.hazrestaurant.co.uk.
Founded in 1997, I-AM is a multi-discipline design agency and brand experience consultancy. I-AM creates people inspired experiences across a range of industries, from restaurants to retailers. In addition to its founding London studio, the company works internationally via offices in Istanbul, Mumbai and Dubai. For more information, please visit www.i-amonline.com.
Founded in 1990 by brothers Rogerio and Joao Moutinho, MGLW is central London’s largest stone wholesaler, with the most extensive range of natural and engineered stone surfaces in the UK. The company has the capabilities to supply an eclectic mix of stone, including marble, granite and limestone, all sourced from around the world.
Starting out as a very small operation, trading stone from Portugal, Rogerio and Joao set themselves up in London and were stocking stone from all around the globe by 1997. Growth continued and this came largely by forging close relationships with local masons in London, most of whom they can still count amongst their closest clients and friends to this day.
Over the past 28 years, MGLW has built up a strong portfolio, providing the stone for various prestigious projects including The Lanesborough Hotel and One Blackfriars in London. Additional works have included the supply of 1200m² of stone for The Lancaster Hotel and 450m² of stone for the Fulham Reach Development, London.
Most recently, MGLW has been involved with the work on Haz, providing stonework throughout the venue. This included sourcing stock from the UK, as well as from overseas.
Chris Ghost, Marketing Manager for MGLW, said:
“Large projects such as Haz are exciting to be involved with and the results can be extremely impressive. However, we value any size project equally and find engaging with the designers and architects that visit us to hand pick their choice of stone to be just as rewarding. The range we offer, together with the fact every slab contains natural variations, means that there is always something new to work with.”
“At MGLW we pride ourselves on our knowledge, expertise and dedication as well as our unrivalled stock.”
iFour Hospitality Design Ltd
iFour Hospitality Design Ltd specialise in the delivery of high-end bar, kitchen & catering designs, ranging from bespoke cocktail bars at independent restaurants to custom wine displays, ventilation, counters and more – providing a full turnkey operation for clients. The company has been in operation for three years and within this time has worked on numerous prestigious projects, including Anthony Demetre’s Vermuteria, a number of Ricker Restaurants and three new openings for Mr. Fogg’s, as part of an ongoing working relationship with the Inception Group.
Most recently, iFour Hospitality Design Ltd has been involved in the work on Haz, constructing a kitchen, as well as a rather complex bar unit. For the bar, iFour Hospitality Design Ltd built the entire structural frame, along with a detailed back bar complete with refrigeration. The back bar was clad in copper and accompanied by a gantry and a 3.5 metre high refrigerated wine wall, also finished in copper.
iFour Hospitality Design Ltd Director, Paul Martin, commented:
“This was a really complex project, which really pushed our skillset, but we rose to the challenge. Working with both I-AM and the team at Haz – a lovely team of guys – was just fantastic.”
“At iFour Hospitality Design Ltd we pride ourselves on our ability to really pay attention to the details. We make sure we take care of everything so that every job is as good as it can be for the client.”
PARLA specialises in the supply of a wide range of quality and competitive loose & fixed furniture solutions including joineries and cased goods for the hospitality and leisure sectors. As a third generation family-owned company, whilst specialising in offering custom/bespoke solutions, it also offers a unique product line developed with a variety of international designers. PARLA positions itself as suppliers to major hotel operators and mid to high-end restaurants globally.
The story of PARLA began with the first generation making furniture working for the Ottoman Royal Family and evolved over time into a modern operation with a 7,500sqm factory in Turkey with offices & showrooms in Istanbul, London and Dubai. The company has worked globally with all of the major international hotel operators, and additionally has an approved supplier status with Hilton and Accor. As for the UK, after completing the work in Nobu Hotel Shoreditch, PARLA is currently supplying to two IHG hotels in London, and has recently completed the Ruya London restaurant in Mayfair along with the Haz Restaurant. It is currently supplying two restaurants in Manhattan and is also very active in Dubai with its eight-person team.
PARLA was involved with the work at Haz Restaurant which was recently awarded the Best London Restaurant Design, as the supplier for loose and fixed custom furniture.
Onur Ӧzgen, PARLA, said:
“At PARLA, we pride ourselves in working very closely with the owners and designers of a project to meet the budget targets whilst maintaining the design aspects of the project intact.”