Mugaritz, the iconic restaurant in San Sebastián, has partnered with creative agency Knom to reposition its web ecosystem with a more contemporary navigation experience, breaking with traditional digital design paradigms.

The Challenge of Communicating Its Essence

Mugaritz is not just an ordinary restaurant; it is a space for conceptual exploration, where the boundaries between the culinary and the philosophical blur. For this reason, the main challenge for Knom in addressing the project was to translate the physical experience, the avant-garde philosophy, and the history of Mugaritz into the digital realm—without falling into a standard website that would lose the contemporary character that defines it.
This need led to the search for a solution that combined innovative design with the conceptual depth of the gastronomic space. Moreover, it aimed to align the digital experience with the physical one to shape the expectations of future diners, mentally preparing them for what they will encounter once there, starting the journey long before they cross the restaurant’s threshold.

The Collaboration with Knom: Creating a Digital Experience that Breaks Barriers

The design of the Mugaritz website reflects its disruptive proposal. Just like its menu, the new website does not follow pre-established conventions. Knom and its team, in sync with the restaurant’s philosophy, explored new ways of presenting content, prioritizing narrative, interaction, and visual exploration. The concept of the “border,” present in the name Mugaritz (Muga in Basque means border, and haritz means oak), served as the creative basis for the design. The website thus invites visitors to cross those boundaries—both physical and mental—through a divided navigation. On one side, it previews some of the restaurant’s iconic dishes, while on the other, it discusses its creative concept and communicates what Mugaritz is all about. The website not only serves as a window to the restaurant, but becomes an extension of the experience diners will have when visiting this space.

About Mugaritz

Mugaritz is considered a benchmark and leader in the international gastronomic scene due to its creative capacity, boldness, divergent perspective, and ability to connect with worlds beyond the culinary. All of this has earned it great international recognition. With 2 Michelin stars, Mugaritz has been the only restaurant considered for 14 consecutive years as one of the top 10 restaurants in the world according to The World’s 50 Best Restaurants list. Its commitment to knowledge sharing led to the creation of the Mugaritz Creativity Program at the Madrid Culinary Campus, an innovative culinary school promoted by the Pontifical University of Comillas and Vocento. In 2024, the documentary film “Mugaritz. Sin pan ni postre” (Mugaritz. No Bread, No Dessert), directed by Paco Plaza, won the Culinary Zinema award at the San Sebastián International Film Festival, and is now available on Movistar Plus+ since November of the same year.

About Knom

Knom is a creative brand consultancy specializing in design and strategy, collaborating with brands to create solutions that resonate and endure. With over 10 years of experience, it boasts a multidisciplinary team and a passion for challenging the established norms. Knom focuses on researching its clients to uncover what makes them unique and relevant in the market. It is about making their distinctiveness shine, driving them from their essence. Knom is brand experience.