Jay Fu's

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Jay Fu's - The Amasian Steakhouse

How a restroom and amasian dumplings could be the talk of the town.

When we got our hands on one of Uppsala´s most prestigious addresses with the task to make something completely different, we went to the desert in California for inspiration. And came home with a run-down diner, a Hong-Kong Kung Fu fighter and an unsolved mystery.

The task

Svenssons Krogar was the reputable award winner with their upscale restaurant Guldkanten in Uppsala, Sweden, when they contacted us. The establishment had been chosen as Uppsala’s foremost restaurant and as one of Sweden’s 10 best. But all things considered, they were up for a change and wanted no more of white tablecloths and posh atmosphere. Co-owner David Åström from Svenssons Krogar explains: “After Guldkanten, we wanted to create a quality restaurant that is playful and passionate, a comfortable place that offers vast experiences through both the setting and the menu. We wanted to be just as much a part of the entertainment business as the restaurant business.”

The strategy and implementation

Taking a leap in to the Californian desert in the 1960’s and early 70’s we more or less ran into the Kung Fu master, stunt man and restaurateur Jay Fu. Jay Fu did not only stunt in the typical B-reels of Hollywood at the time, he later flew off to the desert and started up his “Amasian Steakhouse” that attracted shortly every Hollywood celebrity with Asian cuisine. He then mysteriously disappeared, leaving not only wife and son, but also the essential ingredients of a truly good story.
The life and work of Jay Fu inspired us to create an American steakhouse, Asian style, with a menu that offers the best from East and West; hearty meat dishes from the grill that mingle with Asian specialities and taste experiences. The result was a lively, cosy and surprising venue for an audience who’s grown tired of traditional fine dining.

The place

Just as the menu, the interior design reflects the American-Asian culture clash. The presence of Jay Fu himself is apparent in every detail. Of course his badly torn Kung Fu uniform is the first you see when entering the restaurant. The ambience is dark and cosy and offers a mix between the classic American diner and a more sensual Asian interior design. Even the restroom illustrates the story of Jay Fu, using a projection of a man in a Stetson hat on the frosted glass door, visible from both sides. Entering the restroom and locking the door, the man starts – not shadowboxing – but shadow-kung fu-fighting.

“Since Jay Fu’s opened it has been the talk of the town, attracting a full house night after night.”

The result

Since Jay Fu´s opening the restaurant has been the talk of the town, attracting a full house night after night. According to guests and reviewers the restaurant has been a great success. “The environment and every detail is absolutely cutting edge”, writes local newspaper Uppsala Nya Tidning.

In 2009 they were awarded “Guldkajan” for Rookie of the year.

http://www.jayfu.se

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