The Relaunch of Raionul de Pește Floreasca with Karim Rashid’s Design

OVERVIEW

Raionul de Pește sought to reposition its Floreasca location, transforming it into a gourmet fish & seafood restaurant. To achieve this, they enlisted the renowned designer Karim Rashid, who proposed a bold new aesthetic in his signature style. 

THE CHALLENGE

Transitioning from a hybrid fish market & restaurant casual concept to a luxury dining venue focused on fish and seafood, achieved through a modern, contemporary, avant-garde design by Karim Rashid.

SCIENCE: 

• Researchers discovered that 94% of people say they hear the sea when they think of luxury.

STRATEGY:  “Underwater Serenity Meets Social Vibe”

• Creating a multi-sensory immersion experience that integrates the new design concept, establishes the restaurant’s premium positioning, 

• Overall Theme: “Underwater Serenity Meets Social Vibe”—capturing the essence of luxury, relaxation and style.

• Media & Influencer Strategy: A strategic PR campaign unveiled the new interior and menu through exclusive tastings, and wine & champagne pairings.

• On-Site Coordination: Scheduled lighting cues, background music adjustments, and a special preview of new gourmet and VIP menu options, and wine pairings.

• Open Kitchen: Retaining the open format for dynamic engagement, showcasing the skill behind each dish.

• aligns with Raionul de Pește’s brand values, and delivers a coherent brand experience.

SENSES:

• Fluid lines and vibrant aquatic shades and colors established an instantly recognizable visual identity.

• Exclusive furniture and decorative pieces, evoque “under the sea concept”, aligned with Rashid’s signature futuristic style and the premium.

• Subtle ocean sounds played in the background, reinforcing a calm, maritime feel, the feeling of the sea

• Targeted spotlights and shifts in brightness highlighted different areas of the restaurant, enhancing the aquatic theme and influencing guests’ mood.

• Sleek, flowing surfaces and ergonomic furniture added a tactile dimension to the dining experience.

• Coordinated fragrances (freshness and subtle ambient notes) completed the sensory palette, ensuring all senses worked in harmony to reinforce the restaurant’s new positioning.

• Refined culinary vision, introducing new gourmet and VIP options while retaining classic dishes beloved by loyal customers.

• Exclusive champagne and wine menu, paired with the new refined culinary concept.

SUCCESS:

• Elevated Brand Positioning: The sensory-driven design and Karim Rashid’s artistic touch positioned Raionul de Pește Floreasca as a premium dining destination in Bucharest.

• Immersive Guest Experience: By appealing to sight, sound, taste, touch, and subtle aromas, guests enjoyed a holistic brand journey extending beyond the plate.

• Significant Media Coverage: An effective PR strategy brought extensive press and social media attention, introducing the renovated space to a broader audience.

• Strengthened Culinary Identity: Distinguished menus tiers appealed to both loyal customers and adventurous food enthusiasts, cementing Raionul de Pește’s status as a premium seafood venue.

• Long-Term Differentiation:The integration of multi-sensory marketing ensures that the restaurant stands out in a competitive market, reinforcing brand loyalty and creating memorable experiences.

  
  

Through a sensory marketing lens, Karim Rashid’s design, and a refined culinary vision, the relaunch of Raionul de Pește Floreasca stands as a masterclass in transforming a space into a captivating signature destination. Every detail—from oceanic soundscapes to artful plating, and pairings—embodies the brand’s commitment to innovation and unforgettable dining.