Location
Kedunggu, Bali
Tony’s NY Pizza Kedungu
Services
Interior Design
Project Information
Category
Commercial
Floor Area
58 sqm
Samma Studio Team
Daf Ashari
Ihsan Hakim
Ayu Sri Wahyuni
Located in the laid-back area of Kedungu, this store marks the expansion of Tony’s New York Pizza—bringing their no-fuss, authentic New York-style slices to a wider crowd.
Translating visions into responsible expressions.
While staying true to their commitment to great pizza, this new location also puts a strong focus on visual identity. The design is crafted to offer more than just a place to eat—it’s an experience that lets customers truly feel the brand while enjoying a slice of New York in Bali.
The design concept for Tony’s New York Pizza in Kedungu was developed with goals: to create a space that visually and experientially represents the brand’s identity. From the facade to the interior, every element was thoughtfully crafted to give customers a deeper understanding of the brand philosophy and to turn a simple pizza visit into a memorable experience.
CEMENT TILES
WOOD
RED
Signature design features from previous Tony’s stores were carried over and refined—such as the bold, standout facade that captures attention from afar, high-visibility signage facing the street, and a dedicated take-away counter that enhances customer convenience. These features not only function effectively but also serve as recognizable standards for the brand’s spatial identity.
Inside the store, the design is guided by Tony’s core visual identity. The dominant color palette—red and white—is consistently applied throughout, complemented by warm wooden elements to balance the visual composition.
Inside the store, the design is guided by Tony’s core visual identity. The dominant color palette—red and white—is consistently applied throughout, complemented by warm wooden elements to balance the visual composition.
A key interior and exterior feature is the use of red and white tiles arranged in a dynamic zigzag pattern, creating a strong focal point that reinforces the brand’s energy and playfulness.
Wood finishes on cabinetry and ceilings bring warmth and texture to the space, while also acting as visual accents that prevent monotony. The overall result is a cohesive, engaging environment where brand, function, and experience intersect. This project aims to deliver more than just a place to buy pizza—it’s designed to offer an immersive brand experience that sets Tony’s apart in Bali’s culinary landscape.
Wood finishes on cabinetry and ceilings bring warmth and texture to the space, while also acting as visual accents that prevent monotony. The overall result is a cohesive, engaging environment where brand, function, and experience intersect. This project aims to deliver more than just a place to buy pizza—it’s designed to offer an immersive brand experience that sets Tony’s apart in Bali’s culinary landscape.
