FAT CHOW
The Pointe | The Palm Jumeirah, Dubai (UAE)
A dark, moody club vibe, lot's of epic neon, rough textures and urban materials — representing the streets of downtown Hong Kong. Besides the contemporary & straightforward brand identity we developed artwork and wall graphics, using lo-fi, goofy posters, announcements and billboards, to emphasise the street & urban appearance of the concept. The big neon Hakka dragon at Fat Chow is a feature that was suggested, pretty early in the design process. Starting out as a rude sketch, it grew out to be the colossal eye catcher it is now. Fun fact: This beast is almost 16 metres in length and consists of approximately 40 ribs! → Another Aces of Space collaboration.
