"oumâmi HESTA SOUP STAND" design direction example
Spatial design direction and sales support for oumâmi HESTA SOUP STAND, a beauty and health soup shop
“OKURA CLUB & HOTELS (*)”, which handles the resort business of Okura Co., Ltd., will open “oumâmi HESTA SOUP STAND,” a “karayokobu soup shop” on the 2nd floor of NEWoMan Shinjuku Ekinaka on September 13, 2022.
The World Group supported the spatial design direction and sales representation of the store.
"oumâmi HESTA SOUP STAND" is based on the concept of "a beauty and health soup shop that proposes new eating habits", and we want you to start your daily soup routine. This shop was opened with such a wish.
You can taste each of the 3 types of umami dashi (golden dashi, black umami dashi, and koji dashi) that are carefully made with carefully selected ingredients, as well as a conditioning soup full of ingredients that can be expected to have beauty and health benefits.
The sweets lineup includes sustainable tiramisu that uses fruits that have become non-standard due to problems with their shape and scratches, and Waguri Mont Blanc from Kasama, a chestnut production area that has worked with companies that are focusing on regional revitalization.
oumâmi is a soup stand that is kind to the body and the earth.
(*) About OKURA CLUB & HOTELS
A new project "HESTA Smart City" launched by Okura, a housing manufacturer with 60 years of history, utilizing its know-how. "OKURA CLUB & HOTELS" has been developed all over the country as a members-only resort hotel where you can experience the next-generation urban project with the idea of "I want to use AI and IoT technology to support not only houses but also all aspects of life", as well as dishes prepared by highly skilled chefs and a comfortable resort life. Taking advantage of that experience and achievements, we will develop soup stands that shape new forms of beauty and health in major cities across the country.
Naming design inspired by HESTIA, the goddess of Greek mythology
HESTIA (Hestia) is the goddess of "hearth", "fireplace", and "housekeeping" that appears in Greek mythology.
It overlaps with the image of a soup that warms the mind and body, and was incorporated as an icon that symbolizes the brand.
In addition, “umami” is written as “oumâmi” in Greek, so we named it “oumâmi HESTA SOUP STAND” and created a graphic design with a goddess icon.
