Madeleines Engaging all the Senses

Brand Identity

Madeleines is a food theatre and food laboratory under one roof
and with a single focus: the meal as it is never served before

Dinner at Madeleines in Copenhagen is much more than a meal. It's both a food theatre and a food laboratory. Conceived as a multi-sensory adventure of art, music, imagery, lighting and superb food, Madeleines creates a dining experience like no other.

To capture this spirit, an intriguing reverse type logo was developed to serve as the conceptual centrepiece of the restaurant's identity. One glance makes it clear that Madeleines is more than what it appears to be.

Like the restaurant experience, the identity takes many forms, is open to interpretation, suits many moods and is designed to give the impression that the viewer already belongs – that they are on the inside looking out. To round out the campaign, we also developed posters, short films and a website.

Behind the genius of Madeleines are Mette Sia Martinussen and Nikolaj Danielsen, in collaboration with some of today's foremost food developers and innovative artists in cooking, senses, the brain, music, art and design. Madeleines received the Danish Design prize for 2008/09.

The design is under constant development – reflecting the changing themes, moods and ideas of the theatre.