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greater group partnered with OUE Restaurant Group to reimagine Chen’s at its new location in Paragon, Orchard. As the second project for Chen’s, this iteration focused on developing a refined and premium aesthetic suitable for one of Singapore’s leading shopping destinations. The objective was to enhance Chen’s existing brand identity—established at Chen’s Downtown—while introducing a new premium dining experience that establishes a benchmark for the brand.
Industry
Food & Beverage
Project Location
Singapore
Project Year
2024
Project Requirements
Design, Documentation, and Project Management
The new location introduces Chen’s Kitchen, a premium brand evolution featuring an exclusive menu and elevated atmosphere. The design challenge was to create a space that aligns with Orchard’s luxury retail environment while preserving Chen’s core identity.
As a high-traffic restaurant within a prestigious mall, the design required a balance between operational efficiency and an immersive dining experience. A clean and organised layout, an integrated kitchen, and an inviting customer journey were key considerations.
The concept marries Chinese and Japanese aesthetics, encapsulating the brand’s culinary roots while delivering a warm, intimate, and upscale atmosphere.
As you step into Chen’s at Paragon, your eyes are immediately drawn to the iconic booth seating, where a bronze finish enhances the refined elegance of the space. Designed for both comfort and exclusivity, these booths invite guests to settle in and experience dining in a setting that feels both intimate and luxurious.
Look up, and you’ll notice the ceiling design, inspired by classic Chinese dining ballrooms, bringing a sense of tradition and grandeur. At the same time, the wall treatments reference Japanese grid patterns, striking a perfect balance between cultural heritage and contemporary sophistication. The seamless fusion of materials, lighting, and textures creates a warm and inviting atmosphere.
Chen’s signature colour palette is prominently featured in the furniture details. The bold yet balanced colour palette immediately sets the tone as you move through the space. Chen’s signature hues are seamlessly woven into the furniture details, adding a refined vibrancy that enhances the dining experience. Every shade is carefully chosen to create a sense of warmth and sophistication.
Soft, ambient lighting highlights the strategic material selections, ensuring a harmonious blend of textures and tones. The result is an atmosphere that feels inviting and elevated.
The seamless blend of functionality and elegance becomes apparent. The layout is thoughtfully designed to maximise operational flow, ensuring an effortless dining experience for guests and staff.
A hidden kitchen keeps the space pristine, maintaining the refined aesthetic expected in an upscale dining establishment. Every element—from the well-structured seating arrangements to the uncluttered pathways—reinforces the balance between practicality and the elevated ambience of Chen’s.
Delivering a Michelin-Starred Experience
By effectively integrating design, functionality, and brand identity, the new Chen's at Paragon is a premier destination for modern Asian dining. The outcome has successfully met and exceeded expectations, garnering acclaim from the client and discerning patrons.
This project was brought to fruition through the expertise and collaboration of Nina, Arvin, Rochelle, Aileen, and Kamelia. Their dedication was crucial in delivering a refined and impactful dining experience reflecting Chen’s premium expansion strategy.