Pershika Franchise Restaurant

Year: 2016
Category: Concepts · Architecture +Branding
Type: Hospitality + Sport
Status: Built
Firm: FUTURE DESIGN STUDIO
Location: Tehran, Iran

“All problems cannot be solved. Indeed, it is a characteristic of the twentieth century that architects are highly selective in determining which problems they want to solve”. Paul Rudolf The primary problem of this project is to respond to the need for eating out in a modern way. The client is an Iranian producer of ready-to-eat packaged food. They want to open point of sale in multiple locations in both urban areas and on connecting routes between cities. The design team has been asked to solve the following problem: How can we build the brand of franchise restaurants with uniform characteristics in the form of BOT contract? The intention is to serve the food to customers with excellent quality and standards.

In the process of finding solution, we proposed a new question based on design requirements: How to construct a building which: • is not designed for a specific site location; • is compatible with different climates and environmental conditions; • has spatial variation along with introversion and extroversion quality; • satisfies different investment scales; • varies in size and capacity with the possibility for future expansion; • needs to be built rapidly; • creates an identity for a franchise brand; and • satisfies the regulatory requirements for an industrial kitchen. In fact, the main challenge is “how to construct”.

Therefore, by proposing different solutions based on modular construction method, we came across the idea of having a core gene which provides strong identity while alters the arrangement of project elements, like a "tangram square". By categorizing functionalities, industrial kitchen equipment, mechanical and piping system and utility system are placed on prefabricated skid units. The dining salons design should be adjusted to site plan at each location and will be constructed with steel structure on site The project has been finished in 93 working days.

Credits: - Dsigner - Marjan Salehpoor - project manager - Ehsan Fazeli