Din Tai Fung
Marketing
2022
BCOME.Studio shaped the restaurant brand experience for Din Tai Fung’s London flagship, bringing Taiwanese culinary heritage into dialogue with Centre Point’s Brutalist architecture.
Following the first two UK openings, BreadTalk Group appointed BCOME.Studio to develop Din Tai Fung’s third London restaurant, close to Tottenham Court Road. The project extended the Taiwanese restaurant brand’s UK presence through a connected approach to the Centre Point interiors, marketing and digital experience.
The interior concept direction balanced Centre Point’s architectural character with Din Tai Fung’s precision and culinary craftsmanship. It created a setting that felt contemporary and considered while keeping the restaurant’s Taiwanese heritage at its heart.
We carried the brand across menu design and a redesigned UK website, with clearer navigation, image-led storytelling and a more intuitive digital experience. Photography and content captured the care behind the food and service, while art direction aligned the brand expression across Centre Point, Covent Garden and Selfridges.
A 12-month marketing and social media strategy supported brand awareness and sustained engagement. The Centre Point launch brought architecture, hospitality and culinary craft together in a cohesive expression of Din Tai Fung, strengthening its presence in London’s competitive restaurant market.
