2020 | Professional

MUSE Design Awards Gold Winner

Seroeni

Entrant Company

IOOR Studio

Category

Interior Design - Restaurants

Client's Name

Mr. Ivan, S2 Group Indonesia

Country / Region

Indonesia

Taking its name simply from seruni flower, or chrysanthemum, Seroeni serves people from very wide demography with a heartwarming Peranakan cuisine. It incorporates traditional and modern dishes, taking it to a whole new level of Malay-Chinese heritage culinary.



Seroeni at Gandaria City Mall has a very enigmatical existing layout, it’s an irregular pentagon, unlike the usual tenant that is square. The building structure is also complicated, there are a few big pillars and a transverse column in a height of 2 meters. Yet, IOOR Studio had reimagined Seroeni into a head-turner Modern Peranakan restaurant that has an integrated interior design.



We decided to give a treatment to the interior element that makes the complications look as if it’s a part of the design. Although we found it tricky, we ensured that the ambiance is unerring, and doesn't miss the design concept. We composed the warm, transitional, and enchanting ambiance through the colors of its brand identity, navy blue and a touch of gold.



From the face of Seroeni, we designed something that is inviting for walk-in customers. We created an accent of the moon-like pendant light that was inspired by Pat Ngiat Pan, one of the Chinese traditional ceremonies. We also gave Seroeni a touch of Peranakan through the decorations. We bring modern chinoiseries embellishment into play and also yellow seruni flowers as the earmark of Seroeni’s brand identity.



At the left booth seatings, we put other Peranakan accents and decorations. We implemented printed tiles that have seruni flowers drawing on it. We also painted Seroeni in navy blue and gold to represent elegance. Meanwhile, at the other corner, we gave an accent of Peranakan windows, so that the brand identity of Seroeni is interpreted as a whole through the interior design.

Credits

IOOR Studio
Nydia Orlatta
IOOR Studio
Cindy Jane
IOOR Studio
Robert Loa
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