Golden Phoenix — Reinterpreting a Hong Kong Classic

Wooden cashier counter with Asian-inspired decorative circular emblem, illuminated 'CASHIER' sign above, and a background with shelves and a computer monitor.

With over five decades of history, Golden Phoenix is a well-established Hong Kong steakhouse rooted in the city’s distinctive dining culture. For this new chapter, JAAK Design was invited to refresh the restaurant’s identity while preserving the character and familiarity that have made Golden Phoenix part of Hong Kong’s traditional culinary scene.

Rather than completely redefining the brand, the design takes a more considered approach—reinterpreting its existing identity through a contemporary lens. Inspiration from the nostalgic and glamorous character of 1980s Hong Kong. It introduces a subtle retro aesthetic that celebrates the restaurant’s history while giving the space a renewed sense of presence.

Empty restaurant dining area with dark leather booths, tables set with napkins, menus, and utensils, and wood-paneled walls and ceiling.

Empty restaurant interior with wooden ceiling, tables set with silverware, and a warm lighting ambiance.

The trapezoidal layout presented an unusual spatial challenge. Through careful planning and the use of curved and angled lines, the design team visually softened the geometry of the existing space and brought it into greater balance. Timber detailing, decorative mouldings, steel lamps, red-toned glossy brick and leather seating create a layered material palette that recalls the distinctive atmosphere of classic Hong Kong steakhouses and European-inspired dining spaces of that era.

Interior of a restaurant with wooden paneling, tables set with napkins and cutlery, and a leather booth along the wall with illuminated panels.

Interior of a restaurant with wooden accents, leather booths, marble tables, and signs indicating menu options like sirloin steak and beef fillet.

Wooden doors with gold lettering and symbols, showing the name 'Golden Phoenix Restaurant,' indicating it is located in Hong Kong, established in 1969.

A key element of the redesign is reinterpreting the Golden Phoenix identity itself. The original signage and brand character were retained as an important part of its heritage, while a new vintage-inspired logo was developed specifically for the refreshed interior. Finished in gold, the new emblem references the restaurant’s past while establishing a stronger, more recognisable visual presence.

Wooden restaurant sign with four illuminated panels displaying Chinese characters.

Empty shopping mall with a wooden kiosk called Golden Phoenix Restaurant in the center, featuring a menu sign and Chinese characters on the side, under a ceiling with small embedded lights.

Closed restaurant with wooden exterior, glass windows, and signage for 'Golden Phoenix Restaurant' in Hong Kong, established in 1969.

At its core, the project aims not to replace what exists but to give a longstanding Hong Kong institution a renewed expression. By carefully balancing heritage with contemporary design, Golden Phoenix continues its story as a Hong Kong steakhouse, preserving a distinctive part of the city’s dining culture while moving confidently into its next chapter.

/ COMMERCIAL PROJECTS /