Simon Prideaux, owner of VQ, came to I-AM with a brief to rebrand and redesign his legendary 24-hour dining concept. Customers range from families at lunchtime, to tourists stopping in for afternoon coffee, and clubbers in the middle of the night. VQ has to function differently for each of these customers, and this had to be understood and incorporated into the design and experience.
Customers frequently comment on the ‘wonderful feeling’ created by the bespoke lighting. The space is not only stylish and contemporary but also functional, comfortable and welcoming to all people at all times. The queue outside for a seat often reaches around the block – even in the middle of the night.
A second VQ site has now opened in central London and has outperformed initial targets.