Purveyors of fine fish

The InterContinental Hotel DFC and Al Futtaim Real Estate Group approached balcony8 to develop a concept, brand identity and interior design for one of their F&B outlets within the hotel. Balcony8 began with heavy discovery phase which included intense desktop research on the current F&B landscape within Dubai and consumer focus groups to understand which type of restaurant would best fit the hotel outlet and generate footfall.


A ‘pimp my fish’ seafood dining concept was created, which would allow guests to select their chosen fish from the cold bar, personalize their cooking method and select sides and a sauce to accompany their fish. The concept was then developed into a brand identity, look and feel and restaurant collaterals including menu’s and uniforms. The scope also included naming the outlet. In parallel, balcony8 also executed interior design against the brand identity scope and supported with fit out from conceptualization to opening.

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