Like all the best project Faber started with a clear identity. The Brief outlined from day one and so simple to build upon. 

“A British seafood restaurant that draws inspiration from the British coastline.”

I wouldn’t say it was all simple and plain sailing (excuse the pun). In all my time as an interior designer I’ve never liked the idea of over ‘theming’ a venue or project, you always must play to the original features of the building and most definitely do not over work the space against what should be the venues strengths. 

What was clear from the outset was that the team behind Faber were very much aligned to my opinion on theming. It’s easy to throw in some nets, lobster pots, buoys, hooks, and at worst plastic lobster or fish to create a nautical vibe! This was not what the team were after, they wanted to capture the subtle and dramatic beauty of the UK coastline in its many guises, this was a project I knew I would enjoy. 

The best projects also have alignment across all parts of a creative team, this one felt right. The brand team at Natural Selection had taken Anthony & Matt’s already existing offer at The Victoria Mile End and elevated it to another level with a multi branding concept to suite all the layers of the venue from provenance, aesthetics, and ingredients. The brand very much matched the operational ethos of the business and guided the interior design on a level that gave direction but did not narrow what was possible. This was a project that could be subtle yet have really originality and impact. 

Most people think a project begins with a mood board, but it doesn’t. the functional operation and feasibility come first. Creating the right space without breaking the bank on structural or engineering work comes first. It must be viable. The Faber team knew their offer, they knew the dishes, style of service, the format was set relatively easily. 

The space had to be cosy, intimate and have a premium yet accessible undertone. I wanted the furniture to be soft and comfy for guest to feel comfortable enough to dwell in, too many restaurants adopt a hard Scandi or industrial vibe. The table needed to be large enough to encourage sharing plates, something the team were very clear on from the outset.

With a blueprint set and a clear vision (no lobster pots) a full story board could be composed. Colour and composition were very important, but I also wanted the space to be full of texture like you would experience when visiting the beach, think sand between your toes and the almost tangible minerally sea air. I believed this could be brought to life in a small space that would appeal to a wide audience.