BEAVER - MOMENT Inc.

"Frying in Gold"

Since 1977, “Beaver,” a beloved fried food shop in Fujisawa City, Kanagawa Prefecture, has been cherished by the local community. Serving a wide variety of freshly fried items made to order, it has long been a popular spot where people enjoy hot snacks. News of the shop’s closure due to the building’s aging sparked local attention, and a man from the area stepped forward to take over the business and reopen the shop. MOMENT was responsible for the creative direction of the renovation, including the store design, logo, menu boards, and staff uniforms. Embracing the shop’s personality with the concept “We fry anything!”, the shop evolved from a traditional fried food outlet into an experimental “Fried Food Lab” offering a diverse and innovative culinary experience. The exterior is clad in yellow glass symbolizing oil, giving the entire building a golden, fried-food glow. The floors and walls are finished in yellow tones, and the skeleton ceiling is painted fox brown, visually evoking the aroma and warmth of fried food. The fryer is located close to the dining area so that customers can experience the sizzling sounds, scents, and heat with all their senses. Furthermore, the design reflects the owner’s commitment to supporting people with disabilities. By ensuring clear visibility between the kitchen and dining area and creating simple, intuitive staff pathways, the space supports a diverse workforce and fosters inclusivity. The exterior signage faithfully reproduces the beloved original design, continuing to convey the enduring presence of Beaver in the community.