By Fourteen Ten
Our client Ekachai is completely refurbishing the interior of their Wandsworth restaurant that is located on the upper concourse of Wandsworth’s Southside Shopping Centre. Narrative, the design team, are making huge changes such as covering the roof in bamboo and hanging almost fifty light fixtures imported from Indonesia.
As well as a new look there will also be a new menu with additions such as ever popular Cantonese Char Sui Bao, Thai chicken classic Kai Krapow and Roti Canai fried Malaysian pancake. The re-launch is planned for early July however between now and then they have to fully cover the exterior in large dull hoarding.
To reimagine this temporary drawback we commissioned The Outside Collective to create an interactive mural running along the entire length of the 13m hoarding. Ekachai also provided the collateral of 500 meals for us to giveaway.
Our focus for the interactive wall was to reflect the profile of Ekachai; a Southeast Asian restaurant specialising in authentic Cantonese, Thai and Malay street food served in an informal, honest and fun environment. The cuisines’ styles were illustrated by a scene from each area in geographical order moving from morning until night. We then made these scenes interactive to promote engagement and social media promotion of the re-launch. The Hong Kong scene features über-sized chopsticks, Thailand conical hats and Malaysia a becak bicycle. Instructions on how to use the wall are positioned at the top of the mural, to the side and also on an A board.
Yesterday Fourteen Ten spent time at Southside wearing Ekachai uniforms and encouraging passers-by to pose with the items on the wall. Some interacted, some didn’t but the first thing people did when walking past was to look at the wall, stop and smile many enquiring about the re-launch of the restaurant. We also spoke to lots of customers who were disappointed (and some angry!) to find their local restaurant was temporarily closed which was an interesting observation on numbers of regular diners.
Follow the entries using the hashtag #Ekachai.
WANT TO ENTER?
To win one of 500 free main-meals passers-by can select between Hong Kong, Thailand and Malaysia pose with the chopsticks, hats or bicycle and upload a photograph on either Facebook, Twitter or Instagram including the hashtag #Ekachai.
Southside shopping centre,
London SW18 4TE
The restaurant is planned to re-open early July. We’ll be contacting the lucky winners via their social media channels and send them vouchers to redeem their prize following the reopening.
SOCIAL MEDIA LINKS:
For further information please contact Krista Booker