Russia 2018 – Crosby Studios brought the vibe and flavours of Tel Aviv in the heart of Moscow. The Moscow and New York-based studio designed Dizengoff 99, an Israeli restaurant located near the Taganskaya metro station in a new developing area, where several modern trendy concept restaurants and bars have opened.
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The restaurant occupies a small stand-alone structure which is quite rare in Moscow. “The client’s brief was to embody the spirit of modern Tel Aviv, specifically its the creative Florentin district which is known for trendy bars, restaurants and galleries.” Explain Harry Nuriev and Dmitry Vorontsov, co-founders of Crosby Studios.
The restaurant’s exterior features an Memphis-inspired pattern. “It was a simple choice. We are great fans of the Postmodern movement founded by Ettore Sottsass in the ‘80s. On top of that it was a fast and cheap solution, with a wow effect.”
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Indeed, time and budget were important factors. The space of the restaurant is an almost perfect square, half of which is occupied by the kitchen and a bar. Once inside visitors are welcomed into an informal luminous space with large windows, in monochrome colors and a sharp contrast of old and new.
“We left the walls in place after they were dismantled, and the entire perimeter to eye level was covered with roofing materials colored white with powder paint”. The bar has been expanded to the whole width of the space, hiding the bathroom zone behind its left wing.
Almost the whole perimeter has a bench in the same colours as the countertops and the bar. “We used the cheapest chairs and covered them in the powder paint and the seats were fitted with new cloth. We decided against ceiling lights and used cheap sconces you’d find in a building entrance along the perimeter of the restaurant.”
The name of the restaurant, Dizengof 99, refers to a cult Israeli movie very popular in Russia as well as one of the most famous streets in Tel Aviv.
All photos: courtesy of Crosby Studios.