From the beginning and before starting the design process, we wanted the Morgen restaurant to be special and unique, to have an atmosphere in harmony with restaurants that serve burgers all over the world. A space with familiar and nostalgic references but with contemporary components. A space that is distinct like a human character while having general similarities with others. In fact, building and developing the identity and character of the space was the most important goal of this project. Further, other parameters such as efficiency, flexibility for other branches, etc. were added to the design specifications, these parameters added a lot of complexity to the design process, therefore, even the smallest details had to pass through the strict filters of the main goals of the project, and the good team of the employer, who was one of the most professional in the field of restaurant equipment, was always by our side.

If we consider Morgen as a human character, maybe it is more like a contemporary rock star, whose personality details remind us of the rock stars of the 70s. The minimal and simple yet beautiful approach can be the best option in some projects, but this could not be the case for the character and identity of this space. Therefore, various colors, patterns, forms and materials entered the main design palette. Like all restaurants and functional spaces, the project started with the division of spaces, and the location of the kitchen and serving counter was determined by considering the facility and access restrictions.

After this stage, we started the design and according to the points mentioned, we proceeded with the process. Perhaps the most challenging part of the design is to obtain a successful harmony among this amount of contrast and color and form and material. Of course, achieving a successful harmony lies in the harmony between these opposites and contradictions.