Vibrant Los Angeles Restaurant Indulges All Five Senses
Drawing its name from the five senses, the Roman numeral "V" is an important component of new Los Angeles restaurant V DTLA. Symbolic of merging old with new—and a nod to the concept's experiential design scheme—the building that formerly housed a 1925 jewelry store is given new life as an all-day restaurant that uses technology to enhance each guest's experience from start to finish.
Co-founder Christian Lagerlöf and Benjamin Calleja of Swedish design firm Livit created a space with different pockets and functions. The team's ethos is rooted in quick, consistent service in a controlled setting where the design, music, palette, lighting, and menu are synchronized. At last year's European Food Service Summit in Zurich, Calleja emphasized experiential design's ability to disrupt the restaurant industry and drive sales.
“We want the guest to be in control of their time by giving them the tools for that. If you want an efficient meal with colleagues you don't have to wait to be seated, for the server to take your order, or for the bill," explains Calleja. “However, if you want to hangout it's easy to start with some afterwork bites and end with late night cocktails."
These seemingly discordant features work together to create a harmonious aesthetic for all five senses. The repurposed space's design fuses street art with Indonesian antiques, and its restored vaulted ceilings are modernized with high-tech lighting and music systems. Recognizing that the eyes—or social media applications, in this digital age—eat first, guests enjoy extravagantly-plated dishes set to the backdrop of the decorative ceilings, oversized murals, and exotic greenery.
Velvet couches and marble bar tops add texture to the dining experience, and the hum of convivial chatter is softened by thoughtful acoustics. The restaurant's music selections also change in order to reflect the atmosphere and time of day. A lingering scent of wood-fired pizzas from the interactive, custom-designed oven foretell the flavors of the international menu.
The design team also implemented sustainable efforts. V's menu is primarily plant-based, and the restaurant foregoes disposable plastics. The restaurant also receives carbon footprint audits and consulting from sustainability think tank, South Pole.
“In this project we were able to define all touchpoints, not only the interior design, but the staff uniforms, cutlery, menu, plates, food presentation, drink design, antiques and art collection, in a way that is unusual—from architecture to the smallest detail," Calleja says.
“We wanted to create an inviting, hangout space that is rich with history and layers of design. We think of it as a home...where different design items and materials are built over time, and coexist with memories from travels, friends, and influences."
