Italian Queen
National rebrand, branding and interior architecture in Meylan, Avignon and Marseille.
The project
Italian Queen wanted its restaurants to share one identity, able to carry from one address to the next. The work covered the brand story, the visual identity, the interior architecture and fit-out of three restaurants, the aesthetic supervision of the works, and photography.
The approach
The choice was to start from a character rather than a logo. Giulia, a Neapolitan heiress who came through Little Italy, links Naples to New York. Her story then guided every detail of the restaurant, from posters to family frames, from wall inscriptions to neon.
Giulia
The brand rests on a deliberately elusive figure. In the family frames on the walls, her face is always hidden. Inscriptions addressed to Mulberry Street hint at her time in New York, without her story ever being told to the guest head-on.
“Born in Naples, trained in Little Italy, daughter of a pizza king. The heiress known as Italian Queen never shows her face.”
The charter
Every restaurant shares the same elements: the neon ring above a mosaic oven, the Giulia’s Cocktails script, signs painted in the manner of Little Italy and the line “From Napoli to [town] through NYC”. The lettering was first drawn by hand, then made in neon or painted on the walls. The intent was to fully embrace the glow of 1980s New York signage.
Meylan
The palette is green and gold. It combines fluted green tiles, white marble counters, an arched gold back bar, black cabochon floor tiles and patterned banquettes. Above the counter, the line “From Napoli to Meylan through NYC” ties the brand to the town.
Avignon
The restaurant sits beneath the stone arcades of a building in a protected area, overseen by the Architectes des Bâtiments de France. Keeping as many original features as possible, starting with the arches, was essential.
Marseille
The restaurant occupies a large shopping-centre volume. The challenge was to keep a warm, family atmosphere by bringing the eye as low as possible.
Photography
Photography was conceived as an extension of the place. The style stays close to the decor, its neon, marble and colours. The series were shot in the restaurants, notably Val d’Europe, with the dishes, the staff and models.
About the project
The national branding was designed by Jon Filin. The interior architecture and fit-out of the Meylan, Avignon and Marseille restaurants were led by Jon Filin with interior architect Delphine Jablonski, and the aesthetic supervision was carried out by Jon Filin.
Italian Queen Meylan in Isère, Italian Queen Avignon in Vaucluse and Italian Queen Marseille in Plan-de-Campagne.
The brand’s character: a Neapolitan heiress who came through Little Italy, whose face stays hidden in the family photographs. Her story guides the signs, the posters and the interiors.
Yes. Branding and interiors are developed as one whole from the start. This applies to an independent restaurant as much as to a multi-site group, with a charter planned for future openings.
One vision, from story to place.
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