Chen’s

Greater Group developed and documented Chen’s 2.0, a new concept for OUE Restaurants’ Chen’s brand, and delivered it across four Singapore restaurants through design, detailed documentation and project management. The engagement began as a brand refresh rather than a single fit-out, which is why the work is described as a concept before it is described as a location.

Chen’s is a premium dining brand drawing on both Japanese and Chinese elements, and the concept had to hold that combination without resolving into either one. The brief called for functionality and brand identity to sit together, since a restaurant is a working kitchen and service floor before it is an interior, and every decision has to survive turnover, cleaning and daily wear. Greater Group’s role covered the concept, the documentation that lets it be reproduced accurately in a new tenancy, and the project management that carries it through construction, so that four restaurants in four different malls read as one brand rather than four interpretations of it.