The brief was to develop a new and alternative pizza concept that stands out from its competition in Singapore’s saturated market. The concept started with a simple question: what’s the essence of pizza? Alt. Pizza needs to be approachable without being bland; trendy without being exclusive; young without being alienating. The concept needs to be recognisable, strong and replicable. The product needs to be the hero: imaginative, high-quality, affordable pizza.
If you were asked to draw a pizza, you would very likely start with a circle. As part of the concept, interior design firm design phase dba added localisation and art. This expression of the cool, young, vibrant and fast character of Alt. relates to street art and graffiti, providing a complete alt (ernative) experience.
Alt. Pizza morphs from being a fresh, bright lunch place into a cool, hip, nocturnal hang-out. The mood and appearance change from day to night through the clever use of lighting and the custom-developed up/down pendant light fixtures.
Blending food and beverage (F&B) concept, branding and interior design together to form a holistic customer experience, Alt. Pizza’s persona is clear and understood, expanding throughout Asia.
MATERIALS
One of the more space defining materials for the project are the red and white penny tiles. All elements within the circle are circular—tables, lamps, neon as well as floor and wall finishes. The penny tiles form a red circle on the floor, while the curved wall around the circle that houses the kitchen and features the pizza oven is finished in white penny tiles. Because of the small size of the tiles, it is possible to follow the curve of the wall well. These tiles were sourced from overseas to achieve the exact tonality of red that was required for the design.
The locally sourced red neon circle was manufactured to exact specifications and site measurements, which is bespoke and delicate. The graphic wall was also locally designed and sourced, again a bespoke element that is a mix of pop culture and inspiration from the surrounding area of every Alt. Pizza outlet. Hence, an understanding of the location and history of the area was fundamental.
Alt. Pizza operates from lunch to dinner and for drinks later at night. The design needs to respond to the various moods throughout the day and night, so a pendant light that has bright uplighting and dimmable spot down lighting was designed and incorporated within the same fixture. Both light sources are turned on in the daytime. When the light outside is bright, the uplight reflects off the ceiling and gives an overall light level that is bright and fresh for lunch. At night, the uplights are switched off and the spot downlights illuminate the space and tabletops with dimming to reflect a more intimate mood. These metal lights were custom-built and sourced from China.
OVERCOMING CONSTRAINTS
The fit-out budget for Alt. Pizza was a fundamental consideration as its DNA is to offer high-quality pizza for an affordable price. It needs to assure that the brand’s promise can be realised. The circle is the essence of the design. The various brand-specific materials and finishes can be found within the circle, while simpler, unadorned screed and concrete can be found outside the circle.
The site had some peculiar issues relating to mechanical, electrical and plumbing (MEP).
Large ducts serving other areas run through the outlet, impeding the neon circle at the ceiling level. The designers had to find a solution to maintain this brand element without lowering the ceiling level. Because the circle could not be completed due to the low ducts, they designed an alternative with the letters ‘alt’ incorporated into the area where the neon could not continue. Hence, the ‘alt’ became a feature that was born out of a site constraint.
The designers had a good collaboration with their client. Their passion for design was met by the chef’s passion for pizza, with the food being made the centrepiece of this design. They also collaborated with the branding agency (Bravo Company), who continued on the DNA set by the interior design to complement and elevate the overall experience. Furthermore, the graphic design for the mural that localises every outlet gives an extra boost of street cred. All of these have made Alt. Pizza a holistic design that serves to showcase its product and wears its personality on its sleeve.
PROJECT DATA
Project Name: Alt. Pizza
Location: Suntec City Tower Four #01-602/603, Singapore
Completion Date: 2015
Gross Floor Area: 1,531 square feet
Number of Units: 1
Clients: Alt. Pizza Pte Ltd; LionRock Capital, Zest Group
Architecture Firms: SSD Engineering Pte Ltd; Aedas Pte Ltd (Building)
Interior Design Firm: designphase dba Pte Ltd
Creative Director: Joris Angevaare
Civil & Structural Engineer: AECOM Singapore Pte Ltd
Building Services Engineer: AECOM Singapore Pte Ltd
Artist & Illustrator: Ben Qwek
Main Contractor: Taishin Builders Pte Ltd
Images: designphase dba Pte Ltd
