By Willy Wilson | Jan 27, 2010

Delicious gets thumbs up for design & décor

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Delicious is known for its clean, simple and casual aesthetic with a sophisticated twist.

Mouth watering cuisine aside, what comes to mind when someone mentions Delicious? How about images of birdcage lamps, turquoise cushions, lush greeneries and white naked trees? Sounds familiar?

That’s because Delicious restaurants adopt a thematic “tropical garden” concept that niftily combines bold colours such as white, turquoise and navy.

Its maiden outlet, which was launched in 2004 at the One Utama shopping complex, opened to rave reviews. It was praised for its superb spread as well as its refreshing design and decor. Its concept of clean lines and urban aesthetic has since become Delicious’ signature design.

There are currently five Delicious outlets and they can be found at some of the most coveted Kuala Lumpur and Petaling Jaya locations namely Bangsar Village, One Utama, Mid Valley, Marc Residence KL and Dua Residency KL.

“Each outlet has a different design approach although the thematic concept is always the same in order to maintain the Delicious signature,” says Benjamin Yong, owner of Delicious Sdn. Bhd.

The 30 year old, who was very involved in the design process of the outlets, credits the perfect combination of great food, design and location for his success. Star Property chats with the restaurateur about the work that went into the outlets’ stunning design and whimsical décor.

What is the design concept for Delicious?
I wanted to create an atmosphere that is clean, simple and casual yet sophisticated – a tropical garden like environment, if you wish – which is reflected by the choice of colours, furniture and furnishing items. In order to achieve a cohesive look, a thematic design is necessary.

Tell us how the greeneries, birdcage lamps and naked white trees became synonymous with the Delicious design.
It started off with our first outlet in One Utama, which has a view of a garden. Many got the impression that the garden is part of our outlet…it is not.

The birdcage lamp, on the other hand, came about because we wanted to improve the outlet’s lighting and we wanted the lamps to be aesthetically pleasing. While walking along Chinatown one day, I saw a lot of birdcages hanging in a pet shop. I bought some and sent them to our interior designer, who then managed to put lamps into them. As for the white branches, I thought it would complement the birdcage lamps. Plus, it gels with the garden concept.

Owner of Delicious Sdn. Bhd. Benjamin Yong

What inspired your design?
A stylish cafe along Sydney’s Bondi beach called Icebergs Dining Room and Bar. It overlooks the famous beach and the café’s decor brings out the hues of the sea and sand. It also has floor-to-ceiling sliding glass doors that offer stunning views.

That explains Delicious’ key design and decor elements: the tall glass panels and the unmistakable blue and turquoise cushions.
That’s right. In fact, the cream sofas, the seating plan and the wood partitions were also inspired by Icebergs. I wanted to ultimately create a cosy and inviting environment with plenty of natural light filtered in through glass walls, a bright and airy dining space and soothing shades that are reflected in the furniture and furnishings.

How much work went into designing each outlet?
We wanted a central theme for all the outlets yet with a slightly different approach for each outlet. To create such a concept requires a lot of work. There was a fair amount of brainstorming every time we wanted to launch a new outlet but once we knew what we wanted in terms of design and concept, everything fell into place nicely.

Does that mean every Delicious outlet has a different design approach?
Definitely. See, the outlet where we are now (Dua Residency) is more of a lounge restaurant. This is possible because it’s a 15,000 sq. ft. stand-alone structure. With such a large space to work with, I could do so many things with the outlet. This is one of the best things about a stand alone.

Birdcage lamps and naked white trees have become synonymous with the Delicious design.

Meanwhile, the outlet in the Marc Residence lobby explores a conservatory design with its wraparound veranda made with recycled wooden panels. The Bangsar Village outlet is like a house as it has a dining area, living room (sofa area), kitchen and porch.
 

How much did you invest in design and decor?
I suppose we followed the industry standard, which is about RM150 per sq. ft. 

In your opinion, did Delicious’ signature design and decor contribute to the success of your business?
I always believe that the success of any F&B business depends on – in descending order – the food, environment and location. You should elevate your customers’ palate and senses while they are in your restaurant.

Are there any plans to expand?
Well there’s nothing on the drawing board just yet, but we’re looking at Penang, Singapore and Jakarta.