DIN TAI FUNG

CREATIVE RESTAURANT MARKETING

ARTISTY. CRAFTSMANSHIP. XIAO LONG BAO

Following the successful launch of Din Tai Fung’s first two UK restaurants, BreadTalk Group approached us to help launch their third London outpost — a flagship site in the iconic Centre Point building, just off Tottenham Court Road. Our brief was ambitious: to reimagine the space, evolve the brand’s UK presence, and deliver a cohesive creative strategy across physical and digital touchpoint

THE LOCATION

Set within the Brutalist bones of Centre Point — a landmark building from the 1960s — the new site offered a unique opportunity to merge old-world Taiwanese tradition with contemporary London sensibility. We were tasked with transforming the inherited interiors into a space that felt both culturally rich and architecturally modern, aligning with Din Tai Fung’s reputation for design precision and immersive dining.

OUR APPROACH

This was a true 360° creative partnership. We worked closely with BreadTalk Group to lead and deliver a wide scope of brand and marketing initiatives, including:

  • Interior Conceptual Direction
    A refined spatial narrative blending East Asian elegance with minimalist modernity, complementing the building’s architectural DNA.

  • Menu Redesign
    Elevated, clearly structured menus reflecting both the premium nature of the brand and the detail of its culinary craft.

  • Website Redesign
    A cleaner, more immersive user experience with updated UX/UI and photography to better tell the Din Tai Fung story for the UK audience.

  • Art Direction Across All Sites
    Visual consistency and tone-setting for Centre Point, Covent Garden, and Selfridges — including direction on everything from tableware to tone of voice.

  • Photography & Content Creation
    Dish photography, interiors, and brand storytelling assets that balance warmth, detail, and brand consistency.

  • Annual Marketing & Social Media Strategy
    A full-year roadmap to support brand building, digital growth, and sustained visibility across platforms.

The launch of Din Tai Fung – Centre Point successfully positioned the brand within London’s competitive dining scene while celebrating its heritage and global appeal. The interior feels both rooted and elevated. The digital presence now aligns more closely with the expectations of a UK audience. And across three sites, the brand speaks with a unified voice — clean, crafted, and unmistakably Din Tai Fung.

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