MOO steakhouse storefront design // Soho, London 2023

In this project, we focused on the design and installation of a neon signage system for the facade of an Argentinian steakhouse in London's Soho. Our main objective was to highlight the brand's communication by using its large-scale logo on the front of the building. This integrated the trendy, nightlife-oriented character of the neighborhood with the visual identity of the commercial space.

The work began with a detailed architectural study of the front of the iconic building, The Intrepid Fox, followed by the creation of sketches and digital renderings that allowed us to visualize the interaction between the neon and the structural elements. We chose a modern typography, backlit with low-energy LED neon tubes, simulating the classic glow of traditional neon that characterized the Soho area in the 1970s and 1980s.