Nothing is Not Nothing Designs the Don't Tell Dad Restaurant
Amy Duong — May 29, 2025 — Art & Design
References: donttelldad
Don't Tell Dad is a new restaurant that has just opened in Queen's Park, West London. The interior is designed by Ruben Everett from Noting is Not Nothing architecture firm and Daisy Pear, the founder and creative director of The Cultivist -- the two design the interiors for Daniel Land, owner of the Don't Tell Dad.
The name is a tribute to Land's late sister Lesley, who uses the mischievous sibling-like phrase. Peat explains more on the design concept, noting "We landed on a high/low concept for the brand aesthetic — a blend of elegance and refinement with a playful, relaxed and slightly irreverent edge. We wanted the space to feel special, but never stiff or overworked. It needed to be thoughtfully finished, but also warm, bold and a little mischievous."
Image Credit: Don't Tell Dad
The name is a tribute to Land's late sister Lesley, who uses the mischievous sibling-like phrase. Peat explains more on the design concept, noting "We landed on a high/low concept for the brand aesthetic — a blend of elegance and refinement with a playful, relaxed and slightly irreverent edge. We wanted the space to feel special, but never stiff or overworked. It needed to be thoughtfully finished, but also warm, bold and a little mischievous."
Image Credit: Don't Tell Dad
Trend Themes
1. Playfully-approached Dining Spaces - Restaurants are embracing playful design elements to create dining spaces that blend elegance with an irreverent edge, attracting patrons seeking unique and engaging experiences.
2. High-low Design Aesthetics - The juxtaposition of high and low design elements in restaurant interiors is capturing consumer interest, offering a sophisticated yet approachable atmosphere that appeals to diverse clientele.
3. Mischievous Branding Concepts - Businesses are incorporating cheeky and mischievous themes into branding to establish unique identities that resonate emotionally with consumers in a crowded market.
Industry Implications
1. Hospitality Design - Innovative interior design trends in the hospitality industry are blurring the lines between elegance and playfulness, reshaping consumer expectations for dining experiences.
2. Restaurant Marketing - The use of playful and irreverent branding strategies in the restaurant industry is gaining traction, providing a fresh way for eateries to differentiate themselves and build a loyal customer base.
3. Interior Architecture - Restaurants are becoming hotbeds for experimental architecture, as designers explore unique aesthetic combinations to create dynamic and memorable spaces.
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