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Brief Published: 15 Nov 2010

New Gen Pizza Restaurant


In a bid to update both its restaurants and its image UK restaurant chain, Pizza Express, has transformed its Richmond site into a Living Lab restaurant that promises a fully reinvigorated dining experience.

Working with exhibition architect Ab Rogers Design and acoustician Sergio Luzzi, the restaurateur has focused primarily on the idea of sound control – creating bespoke acoustic booths that minimise background noise, conjuring an environment conducive to easy conversation.

Other key features of the lab – designed to deliver a more relaxed, personalised experience – include iPod docks in each booth, personal lighting controls, an interactive children’s play area and a kiosk that opens onto the street serving baked food and quick meals from 8.45am.

In another unprecedented step, theatre director Karl James is working with the staff on how to "make customers feel good".

Depending on customer feedback ideas incubated in the Living Lab will be rolled out across branches throughout the UK next year.

Pizza Express

Ab Rogers Design