“Hong Kong is a diverse place, [where] trends come and go quickly,” says Arthur Tang, the founder of interior and architectural design practice ARTTA Concept Studio who recently completed Joō de Rolls, a Japanese-French dessert place located in The ONE shopping centre at Tsim Sha Tsui.

Leveraging on the landmark’s high traffic flow, the team staged an angled counter at the facade of the restaurant, inviting passers-by to witness its meticulous dessert-making process. “We believe that for a food and beverage interior, it is important to show this [the dessert-making process], so that the customers can enjoy watching and dining at the same time,” says Tang.

The name of the restaurant, “Joō”, which refers to ‘queen’ in Japanese, and its main dish, Churro, informed the restaurant’s overall visual language. The crown-shaped logo, also conceived by ARTTA Concept Studio, led to the permutation of modern geometrical patterns that were applied on the counter, seating booth, column and storage spaces consistently.

Entering the restaurant, customers are greeted by a lavish yet warm and welcoming atmosphere, thanks to the soothing combination of special orange-pink, mint green and grey-blue paints. Marble tables with rose-gold edging and cosy leather seats add a touch of elegance to the dining experience.

Despite the constraints of the 750-square-foot space, Joō de Rolls can fit up to 56 diners across three different settings. Smaller groups can hang out by the bar to witness the barista and chef in action, or opt to relax on the plush leather booths for more privacy, while larger groups can head outside for a more open and carefree experience.