Following the handover of the “Latife Döner” project, we’re sharing excerpts from a discussion held with K.Biçer and İ.İlkin regarding the positioning and concept determination processes.
– How was the brand concept determined for this restaurant?
İ. İlkin: During the project discussions, we conducted studies examining the region and the sector. As Armeda, when we take on a project, we don’t solely rely on the client’s wishes and expectations. Sometimes, the client’s desires and expectations don’t align with the realities of the market, and despite the effort invested, the targeted success isn’t achieved; a beautiful venue is created that lacks commercial and social resonance and is left to fade away. Believing that the way to overcome this lies in conducting a realistic market analysis, we carry out our own research, bring the real problems to the table, and our solution-generating process begins. The introduction was a bit lengthy, but it was necessary to explain the matter specifically for “Latife.”
When we examined the region, we identified that both the consumption dynamics of the döner sector and the potential “customer” base there were quite problematic. The street itself is problematic for any business, the region is problematic for residents, opening a döner restaurant there is problematic in terms of the sector’s dynamics; and in an area where so many problems converged, we began “brainstorming” sessions on the possibilities of presenting an ambitious concept.
When we approached the residents of the area, their consumption and social habits, and their identities, it became clear that we needed to construct a structure that would bring people together in this venue, where they could develop a sense of belonging and embrace it. From the operator’s perspective, we also identified existing problems regarding their expectations of potential customers from the foot traffic in the area, and their assumptions about the identity the venue would project and the clientele that would be attracted to it. And our concept work evolved around solutions that would overcome these problems.
– Who is the target audience for this restaurant concept? How was the customer profile most suitable for the restaurant’s identity defined?
İ. İlkin: The target audience is primarily people who reside in that area but conduct their work and social lives outside of it. There’s a developing residential structure in the area parallel to Ataşehir (such as residences, luxury complexes); in contrast, the physical and commercial structure of the streets and avenues still hasn’t shed the appearance of a gecekondu (shantytown) district of Ümraniye. Our discussions showed that the residents of the area don’t see this structure as befitting them, and they continue their social lives outside the area because they can’t find a venue they can embrace. We’re not just talking about the physical structure or beautiful décor; there isn’t a venue that can project an identity, a brand assertion. The existing ones are businesses representing the old Ümraniye identity, and their customer profiles are accordingly. The “Espressolab” that opened on the street while our project construction was ongoing actually summarises what we were trying to convey. People are patronising it from the moment it opened because they could find a venue that aligns with their own identity.
Right then, a profile consisting of a high-income group, high education levels, generally young professionals, and a region chosen or accepted because they couldn’t find a place in Ataşehir, based on the structure and identity the area will develop in the future. The residents here have their work and social lives in the high-profile centres of the city. They have specific expectations, habits, and standards for meeting their consumption, socialisation, and entertainment needs.
Firstly, we began our analysis of the brand/business identity and target audience based on this phenomenon. When it comes to social life, women come to the forefront. Highly educated, young professional women with active social lives were placed at the centre. In the brand process, we started with a profile that could interact more quickly and understand and adapt to the envisioned structure more easily. A venue was conceived there that was isolated from the surroundings, aligned with the region’s future vision, open to various social uses with its seating arrangement, and possessing an identity whose value could be built through this demographic.
– What is the feature that will differentiate the restaurant from its other competitors? How do you plan to achieve this differentiation?
İ. İlkin: As we mentioned, after first providing the isolation that would alleviate the discomfort felt from the physical environment, the aim was to create an “island” there with a venue that exceeds the region’s standards in terms of its products, service, and atmosphere. It was intended to be a part of a dynamic social life with modern design, a gourmet menu, and social interaction opportunities. For the demographic that escapes to popular centres in nearby areas like Metropol and Watergarden, offering the quality they are accustomed to and expect right next to their homes, without the hassles of traffic, parking, and crowds, creates its own value. Making this differentiation permanent and creating brand value is a matter that will be evaluated within the framework of service standards and brand communication. This is a process that the business will carry out.
– How were the restaurant’s name and logo determined? What thoughts were at the forefront during this naming and visual identity work?
İ. İlkin: When we started with concepts like woman, social life, and change, making a reference to “Latife Hanım” (Ms. Latife) created a pleasant starting point. Latife Hanım can be seen as a symbol of an era when women came to the forefront in all areas of life. Moreover, looking at sector conventions, names like “so-and-so master” are common. Here, however, more than just the product needed to be offered; since an identity was being presented with a “Lifestyle” emphasis, “Latife” strongly stood out among the alternatives. Choices such as colour and logotype were also shaped by the region and women. The fonts and colours they encounter in the advertisements of the brands they choose, the books they order, and the digital platforms they follow were taken as a starting point, and the visual identity was shaped by the data obtained from focus groups.
– What is the story behind the restaurant? How will this story shape the customer experience?
İ. İlkin: The settlement and commerce in the region are changing step by step. There’s a completely different world right after the highway. And although this street is developing slowly, it will merge with that world. This transformation is inevitable. “Latife Döner” was conceived with an understanding that aligns with the region’s identity and potential, responds to identified user needs, and tells its own story, particularly within the fabric that will be formed with the completion of the Financial Center. Situated in the midst of Business Shopping Centers, it is a high-quality venue that will reflect the social structure that gathers here in line with the dynamics of the day, through its atmosphere, service, and consumption model.
– How were the restaurant’s overall concept and atmosphere designed? Which factors were influential in determining this concept?
K. Biçer: As women formed the majority of the target audience identified as a result of our preliminary work, we naturally adopted a positive discrimination approach in the planning of the space and materials. The colours and textures in the venue were primarily chosen to appeal to women’s tastes. Baby changing facilities, spacious and comfortable washrooms, and seating groups were created primarily considering women’s comfort and usage habits.
We are talking about a highly educated demographic with active work and social lives, who follow the world and current affairs. They are aware of trends and styles, and their tastes and expectations are high. While meeting their demands in terms of aesthetics and comfort, a visionary environment had to be offered. We therefore adopted mid-century modern, a globally accepted trend, at Latife Döner. It’s new to Turkey, but we foresee many more examples of it in the coming years. In this sense, Latife stands out as a pioneering work for the future of the region. The application of this style is new in Turkey, which provides differentiation, and it will be a pioneer when this style becomes as widespread in Europe as it is now.
– What kind of story did you want to tell in the interior space?
K. Biçer: Latife Döner offers not just a place to eat, but also a holistic experience where one can spend comfortable time and socialise. Customers’ comfort, satisfaction, and the quality of the time they spend in the venue are directly influenced by the architectural features. Ultimately, the story you mentioned that will be told will be written by the customers and the operator who experience this atmosphere.
– What can you say about the design of the restaurant’s different sections (entrance, seating areas, garden, etc.)? How was the relationship between these sections established?
K. Biçer: Offering different types of tables and seating areas gives customers the freedom to choose a space according to their preferences. This provides suitable environments for both private meals and casual gatherings. Different experiences can be had in the restaurant’s interconnected areas. There are specialised areas catering to different uses. Spacious and flexible use of space allows for adaptation to different group sizes and preferences. This flexibility is critical in meeting various customer needs. This layout also makes it possible to accommodate more people without creating a feeling of crowding. Columns and shelving units made of natural materials softly divide the sections, providing groups with a sense of isolation among themselves and creating a comfort zone.
– Regarding the materials and colours used in the interior, why did you make these choices? What is the impact of these selections on the restaurant’s atmosphere?
K. Biçer: We mentioned that our design is based on Mid-Century Modern. This is an architectural and design movement that was very popular from the 1940s to the 1970s, a timeless style that never goes out of fashion. It finds expression in simple and clean lines, bringing together organic and geometric forms.
By grounding the project in the Mid-Century Modern aesthetic, we aimed to create an atmosphere that is both warm and inviting, as well as modern and stylish. We interpreted the characteristic features of this style in a way that suits today’s lifestyle and our customers’ expectations. The goal was to provide an experience that would satisfy guests both visually and emotionally. Upon entering, guests will feel both comfortable and in a stylised environment. The use of wood and natural materials adds warmth and intimacy to the space, while metal details lend it a modern and dynamic feel. Together with our lighting design, we also offer the possibility of creating different atmospheres within the venue.
We predominantly preferred natural wood tones in the venue. The wood used both on the floors and in the furniture adds warmth, intimacy, and naturalness to the space. We opted for natural leather and textured fabrics for the seating groups and upholstery. These materials offer both a visually rich experience and create a luxurious and comfortable atmosphere in the venue. By using natural stone on some walls and counters, we added a more rustic and local feel to the space.
The use of natural colours such as white, cream, wood tones, and different shades of green provides spaciousness and peace to the venue. This colour palette reflects the nature-harmonious aspect of the Mid-Century Modern style. In addition to neutral colours, the darker colours used on some walls and the vibrant colours in decorative objects add movement and dynamism to the venue. This contrast also makes the space more interesting.
– What is the contribution of lighting to the restaurant’s overall ambiance? How did you plan to use different lighting techniques in different areas?
K. Biçer: In this restaurant project, we viewed lighting as an important design element that shapes the venue’s atmosphere and distinguishes different areas from each other. The soft and warm-toned lights add an intimate and relaxing feel to our restaurant, while we created visual variety by highlighting different areas with more focused lighting points.
By using different lighting techniques, we divided the restaurant into different zones. For example, while we preferred softer and less eye-straining lighting in the seating areas, we used stronger and more functional lighting in the food preparation area. In selecting the lighting fixtures, we preferred products with simple and geometric shapes that reflect the characteristic features of the Mid-Century Modern style. In this way, we both reflected the spirit of the era and achieved a modern look.
Thanks to the large windows, we maximised the use of daylight. Natural light positively influenced the overall atmosphere by making the venue feel more spacious and vibrant. In the interior sections, we created a warm and inviting atmosphere by using hanging pendant lights and wall sconces. In these areas, which can accommodate large groups, we aimed for guests to relax and converse by opting for dim lighting. In other areas, we ensured that the food looked better by using spotlights directly illuminating the tables. This made the dining experience more enjoyable.
– How did you aim to enrich the customer experience with the venue design?
K. Biçer: We mentioned that we approached the concept with design-oriented thinking. Starting from the exterior, differentiation and attracting attention were considered with the end-user in mind. Since we didn’t create overly decorative structures outside, the steel structural elements are visible. We have a Brutalist style, which is already widely used, embraced, and familiar to people in Turkey. It’s a striking and intriguing style. The plants we placed in conjunction with the structure via planters both signal a space distinct from the general structure of the street from the outside and create a natural screen separating the interior of the venue from the street. Wide windows that bring light inside and natural, terracotta bricks were used on the facade. This allows the venue to gain a warm and intimate atmosphere, while the steel construction adds a modern and industrial feel. Bamboo plants, on the other hand, bring these two different styles together, offering a natural and spacious look.
The bamboos to be planted in front of the windows will protect the venue from outside gazes, offering customers a more private space. At the same time, thanks to the leaves of the bamboos, natural light will filter into the venue, creating a spacious environment. Considering the restaurant’s location, a warmer and more inviting atmosphere was created by breaking away from the city’s reinforced concrete structure through the use of natural materials. The aesthetic appearance achieved with the harmonious use of different materials ensures that the venue is eye-catching, memorable, and fosters familiarity.
Upon entering, there’s a relaxing perception of a garden. The furniture and materials were designed accordingly. Sofas, tables, chairs, and plants scattered throughout the venue offer almost the comfort of home, we can say. At the same time, it instantly detaches people from the reinforced concrete city and the disorder of the surroundings, taking them to a completely different, isolated natural environment, creating an island.
Our interior, dominated by wood, plants, and natural colours, offers guests a home-like warmth. In this way, they will be able to have a pleasant time in the restaurant, feeling comfortable and safe. By dividing the venue into different zones, we offered a different experience in each corner. We have options such as private seating areas for those seeking a quieter and more intimate setting, and wider seating areas for those who want a more lively and social atmosphere.
While making all our design decisions, we prioritised the needs and expectations of our guests. With comfortable seating arrangements, sufficient spacing, and functional details, we aimed to maximise comfort. Ultimately, with our interior design, we aimed to offer guests not just a place to eat, but also an aesthetic, comfortable, and enjoyable experience.
– How will issues such as the venue’s acoustics and seating arrangements affect the customer experience?
K. Biçer: Good acoustics allow customers to relax and converse by reducing noise and enabling clear hearing of conversations. Especially in crowded restaurants, noise negatively affects customer satisfaction.
We placed great importance on acoustic arrangements so that guests can converse in a comfortable and pleasant environment. We reduced echo and created a warmer atmosphere by using soft upholstery, acoustic panels, and plants. Especially in corners that will serve larger groups, we took extra care with sound insulation, ensuring that other areas remained quiet.
While determining the seating arrangements, we considered both the comfort and the social interactions of our guests. Large tables are ideal for crowded groups, while smaller and more private tables are suitable for intimate conversations. Additionally, by offering different seating heights and positions, we provided our customers with more options.
In this way, guests will be able to both eat in a comfortable environment and socialise as they wish. Different corners of the venue were designed to meet different needs. For example, there are quieter corners for guests who want to have business meetings.
– What kind of collaboration was carried out with experts from different fields in this project?
K. Biçer: At the very beginning, during the positioning and concept determination process, we carried out our preliminary work with our consultants for brand, sectoral analysis, and field studies. The problems, potential, business line, and demand in that region were evaluated. Once the brand concept along with the target audience and business identity were determined, it became clear that studies suitable for the concept also needed to be done regarding product/service and business standards. Our consultant Emin AL, who is experienced in the field of gastronomy management, stepped in and created our proposals by setting standards regarding product/service. For example, topics such as the need for a specialised menu or beverage unique to this venue to strengthen the presented identity, and the customisation of some presentation and service standards for the venue, were included in our working file.
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