KICHI KICHI VINCOM ĐONG KHOI

Inspired by the brand’s core concept — a “conveyor hotpot universe” — 91 Studio introduces the imagery of a spaceship, symbolizing mystery and endless movement through space. The design reimagines the conveyor belt as a cosmic orbit, where “mini flying saucers” carry dishes around, while diners become explorers on a journey of taste discovery. More than just a hotpot meal, this is an immersive outer-space dining experience that reflects Kichi Kichi’s pioneering and boundary-breaking spirit.

A major design challenge was the large structural column positioned in the center of the space. Instead of treating it as a limitation, the team transformed it into a standout focal point. This bold reverse-direction move unexpectedly turned the middle of the restaurant into one of its most striking features.

The original conveyor system was previously set too high, limiting visibility and reducing the dining experience. It has now been redesigned with a lowered height, allowing guests to clearly see the dishes moving above the belt.

Lighting was also significantly enhanced, with a stronger focus placed on highlighting the conveyor experience. While the overall atmosphere remains warm, modern, and intimate, it still preserves the welcoming familiarity that defines Kichi Kichi.