Newly-opened East London restaurant Dishoom has worked with OgilvyOne UK to create a campaign that aims to bring the rich cultural traditions of the old Irani cafés of Bombay that Dishoom is inspired by to the local Shoreditch community.
OgilvyOne’s creative idea was based around the idea of sharing as in the old Bombay cafés food and stories were shared around the table. The agency harvested the stories from the older generation in Bombay and the UK, from spoken recounts and scouring the internet. The many stories were then narrowed down to 80 which have now been beautifully designed and baked onto the plates used in the restaurant.
“We love sharing stories at Dishoom –especially through design. What we most enjoyed about this idea is the way it literally bakes these unique and personal stories into Dishoom. It makes them into something that every guest can experience for themselves and encourages them to share stories of their own. In this way, the memories will live on,” commented Shamil Thakrar, co-founder of Dishoom.
To keep the tradition alive, visitors are invited to submit their own stories and memories online with the best being chosen and baked onto more plates to be used in the restaurant.
Emma DeLaFosse, executive creative director, OgilvyOne UK, added: “We wanted to capture the spoken history of the old Bombay cafes and share them with a new generation at Dishoom. Rather than using Twitter or Facebook, it seemed more fitting to use real plates, as the sharing of plates of food is an inherent part of the culture of these cafes.”