Header: Sona Manukyan
IYKYK (If You Know You Know), the first smash burger in the capital of Armenia, features a bold orange design that instantly grabs attention. St. Petersburg-based Da Bureau designed the interior of the place and developed the brand’s design language, which will be applied to all future stores of the smash burger chain.
Based on 1980s US fast food joints
The IYKYK interior design space was built on three principles:
- 1980s American street style. The ’80s, frequently considered the Golden age of fast-food joints, served as inspiration for the design alongside American burger shops, retro food trucks, and street culture of the decade.
- Bold modular objects. Custom-made for this and all other interiors, modular objects aim to bring instant brand recognition.
- Signature orange colour that brings IYKYK interior into a cohesive system.
The modular counter made from inflated flattened volumes represents the centrepiece of the interior. Referencing retro food trucks from Los Angeles streets, the puffy volumes also grace the building’s façade. The bold colour and an intriguing shape of the design make the project instantly noticeable in the urban context. The brand’s design code is further reinforced by an LED display above the order area, an Instagrammable bathroom, a neon-like sign on the open terrace and a custom merchandise cabinet.
The nostalgia in the details
The details reminiscent of 80s America include a rotary dial phone in the bathroom, evoking the spirit of an old gas station. The typical LED screens with advertising are replaced by an LED display styled in a true retro fashion. The laid-back vibe of the space is additionally enhanced thanks to the open terrace welcoming guests upon arrival. All the seats are facing inwards, connecting visitors to the rest of the IYKYK community.
Custom-made, puffy counter modules
Counter modules were made through a unique layered technique. A rigid load-bearing frame holds the main volume made of high-density expanded polystyrene blocks. The blocks are glued together to create a single large block of required dimensions, which is then trimmed and sanded either by hand or computer-guided machines (CNC). A layer of fibreglass mat or cloth with resin is positioned over the polystyrene for reinforcement and design of the outer shell. Finally, modules are coated with a hard-wearing orange paint or enamel.
If You Know You Know burger place in Erevan brings the spirit of 1980s LA into the Armenian capital. Instantly recognisable and memorable, the interior design of IYKYK is easily replicable, providing a strong starting point for all future branches of the brand.
Technical sheet:
Project team: Boris Lvovsky, Fedor Goreglyad,
Irina Oleynikova, Olga Naumova
Design executive team: Anna Lvovskaia, Boris Lvovskiy,
Fedor Goreglyad, Maria Romanova
Assisting team: Yulia Grigorieva, Alena Goreglad
Project manager: Daria Belova
Year of implementation: 2024
Area: 100 m2
Location: Erevan, Armenia
Timescales: 6 months
Photography: Sona Manukyan
