Welcome to the
here and now
For AUM, entrepreneurs Lucka Wahba and Maxime Gillet didn’t just ask us to design a restaurant and brand identity. They wanted to create a whole new dimension with its very own rituals, people and practices. An experience set in the here and now. A place where you won’t be disturbed by worries about the past and future.
When you take your first steps into AUM, you’ll be welcomed by warm light, rich scents and thoughtful details. Its one-of-a-kind location on the ground floor of the Quatre Bras Tower, just outside the center of Brussels, invites everyone to fully immerse themselves in the moment.
The entrance is characterized by prayer rolls with AUM symbolism. The door can be opened by turning them. The custom tables are inlaid with AUM patterns. And the sides of the booths are also engraved with AUM ornamentation.
For many months now, we have worked really hard together with WeWantMore to create something special. AUM has an identity to its brand, an image to its concept, and a soul to its unique world.
Immerse yourself
AUM is a sacred sound. A meditative mantra. In line with this thought, there’s a deep mental involvement in anything AUM offers its visitors. AUM is designed to be heard, smelled, tasted and touched. The variety of fabrics, textures and materials in each area all stimulate the senses in a different way. While you’re having dinner, the intimate light setting puts different, intriguing details of the interior design forward.
We designed AUM as a full-fledged international experience that aims to bring visitors into an engaging, oriental-infused world of its own. Both the interior design and branding are conceived around the central idea of AUM as a place to enjoy the here and now, in every single moment of the journey, throughout dinner and nightly dance moves.
As the sun sets
Both the interior design and branding have an increasing energy level towards the night, when AUM shifts from a soothing dining experience to a vibrant ‘bonfire’ club where you can dance the night away. The window shutters made from wooden beads also glow up during the evening.
Everything is designed to enhance the changing atmosphere during the evening. The parametric ceiling with a lotus pattern forms a mirrored showpiece in the center of the room and reflects the atmosphere, colors and dynamic of the evening.
The big lotus flower pattern on the ceiling visually unites the entire space. The bonfire installation forms the reflective focal point of AUM.
Guests are constantly discovering new details, such as the AUM symbols incorporated in glass, the luxurious upholstery and stitching, table tops with marquetry and even more AUM symbolism that becomes visible later in the evening through the wooden beads of the window screens.
Cymatics – the study of sound made visible – also form an important part of AUM’s identity. As the frequency of the evening goes up, the patterns become darker, more complex and intense.
Photography: Tijs Vervecken
Book a table at AUM here
View the branding case
General press inquiries: Tribe Agency
International design press inquiries: favourized
