In the fall of 2019, W Hotels opened a restaurant in Montreal/u2019s Old Port, the latest in a series of playful, worldwide eateries./u00a0Sid Lee/u00a0christened it Tbsp. in honor of the tablespoon, a universal symbol of culinary precision and mastery, generosity and gourmandize. The name, short and memorable, lends flexibility to the restaurant/u2019s locally sourced and seasonal menu, while the reflectivity of a tablespoon is present in the interior design and visual identity./u200b/u200b/u200b/u200b/u200b/u200b/u200b

Influenced by the city/u2019s St-Lawrence River and its proximity to the restaurant, Sid Lee Architecture transformed the space into an urban oasis. The agency/u2019s branding team took cues from using bold, rounded shapes and architectural water representations to create a distinct visual concept behind Tbsp. In the same way, water creates mesmerizing patterns as it ripples the cove of a metallic spoon reflects beautiful distortions./u200b/u200b/u200b/u200b/u200b/u200b/u200b

Capable of transforming a person/u2019s dining experience and day, Tbsp. invites guests into the warmth of fully appreciating a meal, one tablespoon at a time.

Additional credits Creative Director: Marie-Elaine Beno/u00eet Account Director: Claire Pouly Account Coordinator: Joelle Laferri/u00e8re Art Directors: M/u00e9lanie Boucher & Alice Ware Designer: C/u00e9cile Tousignant Copywriter (naming): Melodie Karama Interior Designers: Sid Lee Architecture Photographer (menus): Thanh Pham Photographer (food & interior design): Patricia Brochu