Sushi Crush

Concept for sushi corners in supermarkets

Art Direction: César Taccari
Branding & Collateral: Mercedes Tregoning

3D rendering: Alejandro Laurido
Project management: Loïc Dindinaud

In 2022, we made two observations with our client:
- Asian catering corners offer dishes that look very similar to each other, are heated in the microwave and have a very similar level of taste.
- The design of the existing stands on the market remained in a traditional and classic approach of a clichéd imagery conveyed in Europe, without real innovation.

Based on this situation, we developed a new Asian corner brand: Sushi Crush!

The interior design project :
This booth reflects the universe of contemporary Korea, pop, street, futuristic, Seoul by night with dominant black, pink and iridescent colours, with allusions to K-Pop music: pictograms of microphones, screen with videos of K-Pop stars...
The stand is divided into 4 parts:
# hot = offering dishes to be eaten as snacks / fried chicken
# reheatable = offering the same dishes for reheating in the oven at home
# takeaway = in a cold cabinet, offering sushi prepared on the spot, poké bowls and salads.
# bubble tea = homemade bubble tea

Branding project:
The target customers are young, mobile and digital. Keeping the manga / K-Pop inspirations we developed a graphic universe around our maki logo-emoji which can take various expressions. The flashy pink, green and blue colours are also used in the interior design and on the packaging.

- Interior Design
- Branding & collateral design
- 3D rendering


Wichmannstrasse 20 / 10787 Berlin

Buenos Aires

Suipacha 1087 #7A / C1008AAU Buenos Aires


C/O IKA Architectes / 43/45, rue des Vignoles / 75020 Paris
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