Client Name - Zee Entertainment
Project Name - Zee5 LOFT, Jaipur
Design Studio - Landor&Fitch
ZEE5 is a digital entertainment destination. Looking to expand their audience base, ZEE5 approached FITCH to create a new experience to attract the Millennial demographic. Instead of waiting for audiences to find them, FITCH conceptualised and designed a café concept ‘Loft’, to help ZEE5 proactively reach out directly to its millennial audience instead.
Built on the premise that this is ‘LOFT’, ZEE5 is a remarkable ‘living portal to the digital eco-system’ of the platform; providing multi-sensory entertainment and food with theatre, while also hosting talent auditions and events. The space is divided into two zones: a ‘Lit’ zone, where all the action takes place and a ‘Chill’ zone, where customers can relax.
The concept also won Best Restaurant Design, Best Retail Graphics and Best Lighting at the 2019 VMRD Retail Design Awards!
Jaipur, which is indeed the most colourful city in India and thus the cafe resonates the same but with a “modern - vernacular” approach.
The café is active, playful and exciting; buzzing with the vibrant energy of the local youth. Inspired by the surrounding architecture, culture, food and language, distinct flavours of the city came alive throughout the entire space in a uniquely LOFT way, ready to tell the tales of their glorious legacy.
