happyhappyjoyjoy

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

Since the first happyhappyjoyjoy opened its doors in the west of Amsterdam in 2015, the Asian street food restaurant has become wildly popular, so much so that the brand now counts five outposts in the same city.

Earlier this year, happyhappyjoyjoy landed in Amsterdam’s Downtown district, quickly followed by a new addition in the south, the latter marking the first association with a global hotel group. Occupying a prime spot on the ground floor of Crowne Plaza Amsterdam Zuid – located within the rapidly developing Zuidas business district – the fifth outlet once again brings the rich flavours and bright colours of Asia to the fore in a scheme designed by Concrete in collaboration with JPS Architecten.

With Concrete responsible for establishing the original concept, interior design and graphic identity of the brand, signature elements such as the cursive, neon-red signage make an appearance, along with an immersive explosion of colour, geometric prints and unusual objects.

The restaurant is divided into a variety of spaces to suit every occasion, with intimate corners, curved central booths and high stools with water views; come summer, there will also be a large outdoor terrace for al fresco dining.

The bar area – positioned between the hotel and the restaurant’s main entrance – features a striking installation of multicoloured lightboxes overhead, while on the back wall, glass fridges framed by painted wooden shutters exhibit a collection of exotic drinks. In the main restaurant, the eye is immediately drawn to a ceiling of back-lit red parasols, complemented by waving lucky cats dotted around and walls plastered with posters, illustrations and prints.

As with other happyhappyjoyjoy restaurants, the menu takes inspiration from across Asia, encompassing small sharing plates such as rainbow-coloured baos, dim-sum, curries and rendang, as well as desserts like mango bao, Indonesian Spekkoek and bubble tea, which will no doubt come as a welcome break from the typical lunch fare for the district’s office workers. And if the business talk gets tedious, there’s even a private karaoke room to liven things up.

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