"I-am" associates - experts in branding, interior design and alternative marketing - is the design-led branding agency which have created a new name, a logo, graphic elements and complete interior design for the East Street, a London Asiatic restaurant. Today this place has a vintage look and everything is a direct take on travel, specifically Asia. It emulates raw vibe of a South East Asian market and street cafe, so you should be totally immersed in the street market experience. The long benches and plastic tables recreate the feeling of being sat in a busy café in Hong Kong or Vietnam under a low glow of light surrounded by the sights and sounds of the kitchen. There's a bazaar's worth of neon signage strung from the rafters evoking a busy Bangkok side street, corrugated iron walls for that shanty-town feel and knockabout canteen tables that any traveller to Asia is likely to be familiar with. The open kitchen down the full length of one wall does create the intended buzz, and there's more than enough well-considered ephemera to actually transport diners to the far east. It's a relaxed space with communal tables and bench skating for those who like to rub elbows with their fellow diners, with additional indvidual tables for those who don't. Anyone who has traveled through Asia will recognise the interior style with a choice of long tables and stools covered in wipe-clean vinyl, or foldaway tables and wire mesh chairs on lino flooring. The plastic baskets on the tables for sauces and the desk fans on the walls remind Asian travels, plus the tickets and maps on the walls brought back more memories.
The restaurant owners, Nick Jeffery and David Fox,recreated the flavours and aromas traditionally found at the eternally bustling street-markets of Bangkok and Hanoi, the hawker stalls of Singapore and the noodle vendors of Tokyo. And just like in kitchens across East Asia, they make their sauces and stocks every day from the freshest market produce.
Their menu is composed from the best street food and signature dishes from across East Asia, faithful reproductions of classics free from gimmickry and interpretation.
East Street Restaurant
3-5 Rathbone Place