Din Tai Fung is a brand built on tradition, family, and authenticity. Rockwell Group developed a fresh and compelling new design narrative that embraces these values while also redefining the brand’s look and feel to enrich the overall hospitality experience. We drew from the layout of a home that progresses to a series of gardens and courtyards, and we incorporated architectural details that reflect the intricate process of dumpling-making to tell a story grounded in the DNA of the brand.
For the design of their flagship New York City location, Din Tai Fung asked Rockwell Group to bring the cultural artistry and theatrics rooted in its cuisine’s DNA to life, while also drawing inspiration from the Theater District outside its doors. The overarching goal was to evoke the pulse of the theater district — each space in the restaurant is almost like its own unique stage set, using dramatic forms, vibrant colors, and moody lighting.
The main entry to the restaurant is through a glass cube on 51st and Broadway. Inside, a two-story chandelier cascades down the center of a winding staircase.
The ceiling, designed to look like a tapestry, is a primary focal point of the main bar and dumpling kitchen area and creates a sense of choreography throughout the restaurant. Our design team used scale to their advantage to emphasize theatricality and incorporated compelling light fixtures, curtains and drapery, and over-scaled artwork throughout, creating “rooms within rooms.”
Dining pods along the perimeter of the rooms feature rounded banquettes, floor-to-ceiling metal screens, and large custom pendants.
Dining Rooms
There are two dining rooms, inspired by a courtyard feel, on either side of the central bar area that mirror one another. They are differentiated by color palette — one green and the other a shade of red jade.
In addition to Din Tai Fung New York City, Rockwell Group has debuted new designs for the brand in five other locations: Portland, OR; Glendale, CA; Bellevue, WA; New York City; Downtown Disney in Anaheim, CA; and Vancouver, Canada.