SAMSUNG, THE CUTTING EDGE RESTAURANT

For the launch of the Samsung Galaxy S25 Edge, IT’S YES produced a fully custom pop-up restaurant at Fondation CAB in Brussels, based on a concept developed by OONA/BAAS. The activation translated the core product feature, a thickness of just 5.8mm, into a complete culinary and spatial experience.

In collaboration with chef Paul Delrez, every element of the restaurant was designed around lightness and precision. From tables and tableware to menu design and food presentation, the entire environment reflected the ultra-thin identity of the device. Even the dishes themselves followed the concept, with each plate, ingredients and even the tables built around a strict 5.8mm thickness.

The space was developed with a refined material palette, combining premium finishes with a subtle titanium look, directly referencing the product design. The result is a controlled and immersive setting where product, food and environment are fully aligned.

IT’S YES handled the full production, from fabrication to installation, delivering a temporary restaurant that operated over 9 services with invited guests and public bookings. The concept was later adapted and redeployed in the Netherlands, extending the activation beyond a single location.

A project where product innovation is translated into a tangible, multisensory experience through precision in build, material and execution.

Photos by Robin Joris Dullers