Northamptonshire-based hospitality design specialists Jones AD have completed a project to redesign, refurbish and rebrand a leading casual dining bar and restaurant.
The new look for Turtle Bay Chelmsford brings a more relaxed feel to the restaurant, inspired by easy-going Caribbean beach life. Bright primary colours and industrial details have been replaced by warm corals and soft turquoise, layered textures and fabrics, and the glow of carefully considered lighting.
Jones AD Creative Director Abi Perry-Jones worked closely with the Turtle Bay team to develop the new interior, with everything from floorplan and layout to colour palette and choice of finish designed to support the operator’s strategic plan. The busy central island has been replaced by a new seating area and a sleek, stylish bar running along one side of the space – clad in beautiful textured tiles in shades of blue and finished with a terrazzo top.
A gleaming coffee machine features for the first time, with baristas serving up great coffee and complimentary ginger cake as part of the new all-day offering. Guests can also enjoy a drink or a bite to eat at the bar, sitting in comfort on elegant swivel-base stools upholstered in faux leather and a bespoke floral fabric.
The same fabric features on new awnings over the sunny outside terrace and in the fixed seating which runs around the centre of the restaurant, bringing a touch of soft Caribbean colour whatever the weather. Chairs upholstered in chalky blue, soft blush pink and pale leaf green sit alongside timber-topped tables, complementing the rattan and rope weave armchairs used elsewhere.
This central area is covered by a bespoke timber pergola – a nod to the laidback beach bar inspiration, it provides a focal point for the restaurant and brings a more intimate atmosphere, inviting guests to settle in and relax over great food and drinks from the new menu. Rattan lampshades and lush greenery further soften the space and draw the eye towards the new open kitchen to the rear, clad in the same leaf-patterned tiles as used for the bar, this time in shades of coral and warm pink. Textures, colours and design details add interest throughout, from soft sunset tones in wall art and quirky accessories and books dotted on shelves to the sustainably produced TreeAzzo used to top side tables in style.
The interior was zoned to support different guest experiences in line with Turtle Bay’s strategy to reposition the brand to deliver all-day dining and drinking with a warm, welcoming, relaxing and engaging atmosphere. A lounge zone features rattan sofas upholstered in shades of soft pink and green, with statement hanging seats which are sure to become a coveted spot to enjoy cocktails or coffees, while a side section provides additional seating underneath a slatted timber roof, with twinkling lights reflected in a patterned mirror which runs the full length of one wall. Together with the central pergola and bar seating, these layered zones give guests a range of seating options and allow for streamlined service from an operational perspective.
Abi Perry-Jones said: “We have absolutely loved working on this project, from developing the initial concept through to adding the finishing touches. It can be challenging to depart from a distinctive brand identity but we think the new look remains unmistakably Turtle Bay – at once accessible and aspirational, it brings the best of Caribbean beach life to a buzzy town centre spot. The sun-bleached palette and natural materials were key to the design and lend themselves perfectly to the relaxed, convivial ambience we wanted to achieve. It’s been great to see how much guests love the new look and enjoyed being able to visit Turtle Bay throughout the day. We’re looking forward to continuing to work with Ajith and team on future projects.”
Find out more about Jones AD via our website or on Instagram @jones_AD1
