Stories from the Silk Road
Step back in time to the age of exploration and trade, where the rich culinary traditions of Persia and the Levant come alive on the Quayside of modern Newcastle. DOOD (Smoke in Persian) connects past and present in a unique dining experience.
The Silk Road, an ancient network of trade routes linking East and West, was a conduit for the exchange of ideas, cultures, and, of course, culinary delights. Among its many routes, none was more vibrant than the stretch that wove through Persia and the sun-kissed lands of the Levant. And DOOD’s menu showcases classic Persian and Levantine dishes, prepared over open flames and infused with spices such as saffron, nutmeg, and sumac — ingredients first introduced to Europe by ancient traders.
Run For The Hills was tasked with creating the brand and designing the restaurant, situated in a Grade II listed building that once served as a map printing house for Newcastle’s maritime industry. Bringing this storied past to life was a fully immersive project for both sides of our studio. Shaping a rich brand world with travelling nomads and an accurate 12th century trading map of The Silk Road. Sandblasted, ancient paper and rusty corten textures feature heavily and inspire the burnt orange, charcoal and cream brand palette.
DOOD’s main bar is nestled beneath a canopy inspired by Bedouin tents and our contemporary spin on Persian rugs adorn the walls. We created a collection of art that was hand painted, drawn in charcoal and pastels, and printed on fabrics. All featuring camels, nomads and other scenes from the Silk Road. Also the Farsi alphabet and the symbolic language featured on Persian rugs.
More on this project coming very soon.…
