Location: Turin
Architect: lamatilde
WeGrill – Il bistrot del macellaio
Restaurants and bars
The continual evolution of our desires and needs offers a valuable opportunity to rethink and renew our businesses, with creative formats that comprise various possibilities for consumption.
The catering industry is on the leading edge when it comes to developing innovative concepts able to adapt to the emerging requirements and needs of their customers, intercepting the growing demand for carefully selected, local products, and a wider choice regarding how they are served, transforming the very idea of food service.
The task of design is to stay one step ahead of those requirements, envisaging and facilitating new behaviours and new ways to offer services.
This is the background to WeGrill, created together with COGEFA SPA in the heart of Nova Coop s.c. in Turin.
A butcher’s, a grill, a bistrot: the aim of WeGrill, in the Nova Coop superstore in Via Botticelli, is to offer guests the experience of a traditional butcher’s counter and to choose the cut of meat they would like to be grilled for them. This innovative eaterie format seeks to present and explore all the aspects of “grill culture”.
A versatile graphic design, created using parametric software, plays around with the pattern of the grill, breaking it up and putting it back together in a number of variants, which seek to represent the rich variety of grill culture.
The grills are the hallmark feature of the whole set-up: milled onto the counter, printed on the wallpaper, laser-cut into the sheet metal infills on the ceiling and in the supporting frameworks of the signs.
The functional furnishing elements such as the service cabinets have been created specifically for the project, making a further contribution to defining the identity of the establishment, the various characteristics of which are evident in the neon sign, with a vivid, exuberant visual language.
The floor is tiled with 120x60 cm slabs, with a distinctively contemporary, sophisticated, rigorous style, in the Nero Ombrato shade of the Fragmenta collection by Ariostea, a stone-effect full-body collection with surprising technical characteristics and a timeless style, for an impeccable result.
The signs, visible from the outside through the large windows, invite passers-by to step inside and discover the delicious WeGrill specialities.
