Redesigned Chipotle flagship restaurant opens in Westfield
Moreover, the redesigned restaurant also features UK produced leather in warm tones, brick walls and neutral tones such as greys and whites
US established restaurant group, Chipotle, has opened its new redesigned flagship restaurant in Westfield, London.
360 brand design agency, Harrison, has unveiled a redesigned, “premium” and “modernised” concept for the UK flagship Mexican-inspired restaurant.
Inspired by the Californian HQ, the new look-and-feel Chipotle moves away from its “distinctive” red colour exterior, and instead features a neutral colour-palette, with the chipotle chilli being the focal point.
Chipotle first opened its doors in London in May 2010. Since then, it has grown its portfolio to 13 restaurants throughout the UK, including its most recent opening in Westfield.
Working closely with the team in America and drawing inspiration from Chipotle’s US head office in Los Angeles, California, the new restaurant is made from perforated Corten steel – also known as weathering steel which eliminates the need for painting and when exposed to the elements will slowly transform into a stable rust-like appearance.
The restaurant front puts the chipotle chilli front and centre which is subtly backlit.
Harrison has also raised the height of the ceilings and created a bigger seating area. Warm wood accents are also incorporated throughout the restaurant.
Additionally it also features the “iconic” spider lights Chipotle has used within its restaurants since the beginning.
The new site has also included sustainable products into the design and sourcing materials from the UK wherever possible, to mirror “Chipotle’s ethos of using sustainably sourced ingredients and packaging within its F&B offering”.
Moreover, the redesigned restaurant also features UK produced leather in warm tones, brick walls and neutral tones such as greys and whites.
The Chipotle Westfield flagship store has kick-started the strategic partnership between Harrison and Chipotle, which will see at least six new locations open throughout the UK over the next three years.
Victoria Morgan, senior designer at Harrison, said: “Working with Chipotle on the flagship Westfield store has been a complete whirlwind. We were presented with a blank canvas as the site was formerly a clothing store. The team at Harrison and I started working on the brief in late-Autumn 2022 and we were onsite in February meaning that from start to finish the project was complete in only six months which is almost unbelievable looking back.
“We’ve worked incredibly closely with our client and the team in the US – and you can see this through the design, we’ve been inspired by not only what Chipotle is and represents in the US today, but the origins of the brand, and the evolution in the UK over the last 13 years. It’s really been a journey to ensure that the new design and identity for Chipotle is still recognisable to the UK audience, whilst at the same time elevating it as a brand with purpose.
She added: “The design reflects the ethos of Chipotle and has transformed to be more than just a functional space. There’s a customer journey now – whether people want to take a break, sit down and enjoy a meal with friends or family or opt for grab-and-go. It’s welcoming and warm, inviting people to explore and experience Chipotle.This is just the start of our journey. We have six more stores in planning, each will be true to the new identity but with twists and design features which seamlessly tie consistency with elements unique to each location. It’s a hugely exciting time for Chipotle in the UK, and we love being part of the journey.”