Founded by American architect Andrew Sigfrids, ASIG Design is a multi-disciplinary boutique design firm providing interior design, furniture design and architectural services focusing on the food & beverage industry. ASIG Design has continuous working relationships with large companies like Starbucks, ABInbev and Li&Fung as well as smaller companies like Lanna Coffee, Yershari and many more.
As Yershari continues to expand in the Chinese market so does the brand continue to refine its image to capture a stimulation hungry Chinese F&B consumer market. The brand has spent a significant amount of time developing a multi-function storefront where passing mall patrons can quickly purchase take-away Xinjiang delicacies like packaged nuts, fresh nan bread and quintessential Xinjiang lamb kabobs, a move that has thrusted Yershari into a lucrative and rapidly expanding fast casual market segment.
The raw space coincidentally laid out similar to the brand’s hugely successful Superbrand Mall location (also design by ASIG Design) where customer seating pinwheels around a central axis performance stage, giving every customer a clear view of Yershari’s signature, periodic Xinjiang dance routines. The stage is highlighted from above by a custom fabricated bronze metal mesh center piece and subtle hand painted moroccan patterns on four adjacent columns. The meticulously detailed multi-function storefront delivers a modern retail bazaar feel flanked with arabian canopies, decoration hand selected from Kashgar and modern display lighting.