TENDER @TENDERLION
- 7 พ.ค.
- ยาว 3 นาที
A Thai Fusion Restaurant in the Heart of San Francisco
Category : F&B
Design by : The Collective Studio
Location : San Francisco , USA
Area : 35 Sq.m.
Year : 2019
After previously introducing one of our small Thai restaurant projects in New Zealand, Thai Street Food, we now continue our overseas restaurant design journey—this time across the Pacific to the United States.
Welcome to Tender @ Tenderloin, a small restaurant with a bold identity located in the heart of San Francisco.
In today’s borderless world, cultures continuously blend together, and food itself has become something that can no longer be defined by a single nationality.
That idea became the core concept behind Tender.
The restaurant presents a style of cuisine that is “Thai, but not entirely Thai”—a fusion of Thai flavors combined with Japanese influences and Western culinary approaches, creating a contemporary dining experience shaped by multicultural identity.
If you search “Tenderloin” online, you may first find images of beef cuts before discovering that it is also one of San Francisco’s most iconic neighborhoods.
Historically, the Tenderloin district was known as one of the city’s roughest areas—filled with crime and urban decay. But over time, the district transformed into one of the city’s most vibrant and creative neighborhoods, attracting cafés, restaurants, bars, and independent businesses.
The existing restaurant space we were asked to redesign was originally a typical Thai restaurant without a particularly strong identity. Our challenge was to transform this small space into something visually memorable and culturally distinctive.
Design Approach
The original floor plan was largely preserved because of its efficient functionality.
We refined the seating layout by shortening the left-side bench seating to create space for a statement table near the storefront, while maintaining a central circulation path through the restaurant for better movement and spatial clarity.
The color palette was inspired by the announcement of the Pantone Color of the Year 2019, leading us to incorporate tones of Living Coral and complementary hues throughout the project.
As the design evolved, we wanted the restaurant to feel sharp, vibrant, and expressive—capturing both the vintage atmosphere of the neighborhood and the multicultural identity of the cuisine without relying on obvious thematic decoration.
The result became a space that feels simultaneously modern and nostalgic.
Not entirely modern.
Not entirely vintage.
We described it as an Eclectic Vintage Modern Style—a layered and energetic atmosphere that perfectly reflects the fusion cuisine served within the restaurant.
Interior Highlights
One of the key features of the interior is the use of a graphic map of the Tenderloin district as a storytelling element within the space.
Rendered in simple black-and-white lines against textured concrete surfaces, the map symbolizes the raw urban character of the neighborhood while expressing its ongoing transformation into a contemporary cultural destination.
Additional graphic details such as the phrase “FAR EAST FUSE” were created using mixed materials and varied textures, reinforcing the eclectic identity of both the district and the restaurant itself.
Colorful furniture selections were intentionally introduced throughout the interior to create a playful and energetic dining atmosphere.
From Design to Reality
With the realities of commercial rent moving as relentlessly as time itself, construction began immediately after the design was finalized.
Some materials were adjusted to accommodate local sourcing and construction practicality, while our studio continued supervising specifications remotely throughout the process.
The completed restaurant ultimately emerged just as envisioned—a compact yet vibrant dining space that feels bold, contemporary, and culturally layered.
Though it may be a small restaurant created by people with humble beginnings, it remains a project we are deeply proud of—another opportunity to present Thai restaurant culture to the world through a fresh and unconventional perspective. And hopefully, only the beginning of many future Tender locations to come.