The renowned design studio Pentagram has created the brand identity and digital design for New York City’s contemporary Asian fine-dining restaurant, 53. Inspired by its iconic address at 53 West 53rd Street and catering to art, design, and fashion enthusiasts, the restaurant offers a luxurious and artistic dining experience. Pentagram’s brand identity system, complemented by ICRAVE’s striking interior design, enhances the overall ambiance.
The intricate logo intertwines the numbers five and three, representing the three dining levels. The colour scheme reflects harmony in Chinese mythology. Pentagram’s attention to detail extends to even the smallest touchpoints, such as the to-go bags resembling structural blades. This highly atmospheric brand identity enhances the immersive dining experience at 53, showcasing Pentagram’s commitment to exceptional design solutions.
The identity utilises a complementary pair of typefaces: my sleek and calligraphy-inspired Yport as well as Grand Slang by Nikolas Type.
Client: Altamarea Group
The team at Pentagram includes: Emily Oberman, Mira Khandpur, Jase Hueser, Anastasia Kharchenko, Meredith Zerby, Dianne Kim, Beatriz Congar
Photography: Claudia Mandlik and Alexander Stein