Saturday, April 4, 2009

BEHAVIORIAL: 4/6




When visiting New York City, you can find almost any type of restaurant imaginable. However, depending on what type of restaurant it is and where it is located, the behavior expected can change drastically. In Manhattan’s Midtown West neighborhood, “Masa” is a restaurant serving Japanese cuisine. The 26-seat restaurant has no menu, has dinners ranging in price from $400-600 dollars, and all diners spend about three hours having an “unparalleled omakase experience.” At Masa Restaurant, what you see, hear, touch, smell, and taste all come from the same complex process: the ideas of “shibui and umami”. The simplicity of Masa is considered “shibui”, or simplicity without unnecessary elements, and the honest arrangement of materials. The Masa Restaurant is also seen as “umami”, or the basic essence or flavor inherent in each ingredient.

The experience begins at the arrival where diners are transported from the bustling mall into a 26-seat zen-like sushi temple. The choice of materials used to construct the dining room reflects the original beauty of nature. Calming colors of tans, yellows, browns and greens help to set a serene mood. The bamboo used brings in a natural element, but one that is refined, sleek and contemporary. The lighting in the space suggests that this restaurant is not a place for loud conversation. Rather, intimate gatherings are expected in the small space because of the arrangement of tables set for two or four people. The backdrop behind the counter is a pond with a bamboo garden and a floral arrangement by Masa according to the season. The authentic Japanese design of the interior gives the space a relaxed and calming feeling.

How would the feeling of the space change if the lighting levels were different? How would this affect the type of behavior visitors show when dining in the restaurant? Do you think the small scale of the restaurant achieves the feeling of a serene dining experience? What would happen if the size of the space were to get bigger?

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