STARTER
happyhappyjoyjoy Crowne Plaza Amsterdam Zuid AMSTERDAM
Words: Donna Salek Photography: © Adam van Noort
IN A BITE Covers: 147 Owner: UBM Operator: IHG Architecture and Interior Design: Concrete, JPS Architecten F&B Consultant: IQ Creative www.happyhappyjoyjoy.asia
032
S
ince the first happyhappyjoyjoy opened
corners, curved central booths and high stools
its doors in the west of Amsterdam in
with water views; come summer, there will also
2015, the Asian street food restaurant has
be a large outdoor terrace for al fresco dining.
become wildly popular, so much so that the
The bar area – positioned between the hotel
brand now counts five outposts in the same city.
and the restaurant’s main entrance – features a
Earlier this year, happyhappyjoyjoy landed
striking installation of multicoloured lightboxes
in Amsterdam’s Downtown district, quickly
overhead, while on the back wall, glass fridges
followed by a new addition in the south, the
framed by painted wooden shutters exhibit
latter marking the first association with a
a collection of exotic drinks. In the main
global hotel group. Occupying a prime spot on
restaurant, the eye is immediately drawn to a
the ground floor of Crowne Plaza Amsterdam
ceiling of back-lit red parasols, complemented
Zuid – located within the rapidly developing
by waving lucky cats dotted around and walls
Zuidas business district – the fifth outlet once
plastered with posters, illustrations and prints.
again brings the rich flavours and bright colours
As with other happyhappyjoyjoy restaurants,
of Asia to the fore in a scheme designed by
the menu takes inspiration from across Asia,
Concrete in collaboration with JPS Architecten.
encompassing small sharing plates such as
With Concrete responsible for establishing
rainbow-coloured baos, dim-sum, curries and
the original concept, interior design and graphic
rendang, as well as desserts like mango bao,
identity of the brand, signature elements such
Indonesian Spekkoek and bubble tea, which
as the cursive, neon-red signage make an
will no doubt come as a welcome break from
appearance, along with an immersive explosion
the typical lunch fare for the district’s office
of colour, geometric prints and unusual objects.
workers. And if the business talk gets tedious,
The restaurant is divided into a variety of
there’s even a private karaoke room to liven
spaces to suit every occasion, with intimate
things up.
