Newcastle – DOOD, the latest F&B project by London-based design firm Run For The Hills, is an immersive step back in time to the age of exploration and trade, where the rich culinary traditions of Persia and the Levant come alive on the Quayside of modern Newcastle. DOOD (Smoke in Persian) connects past and present in a unique dining experience.

The Silk Road, an ancient network of trade routes linking East and West, was a conduit for the exchange of ideas, cultures, and, of course, culinary delights. Among its many routes, none was more vibrant than the stretch that wove through Persia and the sun-kissed lands of the Levant.

DOOD’s menu showcases classic Persian and Levantine dishes, prepared over open flames and infused with spices such as saffron, nutmeg, and sumac — ingredients first introduced to Europe by ancient traders.

Run For The Hills was tasked with creating the brand identity and designing the restaurant, which is situated in a Grade II listed building that once served as a map printing house for Newcastle’s maritime industry.

“This endeavour has been a true labour of love and an intense collaboration with our talented friends in the North. We love it when we work on the brand and interiors together to ensure they’re as infused as possible. It’s not often that we go into the level of detail as we did for this project,” say Anna Burles and Chris Trotman, co-founders and Creative Directors of Run For The Hills.

Crafting The Brand

As with many of the studio’s F&B projects, the branding and interior teams collaborated closely to conceive the DOOD brand.

Sandblasted, aged paper and rusty Corten textures feature heavily in the interiors, inspired by the burnt orange, charcoal and cream brand palette. Run For The Hills designed a bespoke ‘DOOD’ logotype with multiple straplines and introduced a logomark from the letter ‘D’ that tops and tails the restaurant’s palindromic name. The studio introduced a secondary mysterious logomark featuring the word “smoke” elegantly rendered in Persian script, designed to intrigue and build anticipation for the restaurant’s launch.

To unify the brand’s narrative, the team crafted and launched a sleek, storytelling-driven website enriched with whimsical animations, weaving together the building’s history and the captivating origins of its cuisine.

The vibrant brand identity draws deeply from the nomadic spirit of the Silk Road, a theme seamlessly embedded throughout the interiors. This evocative vision is brought to life through custom-designed fabrics that embellish the walls, ceilings, and furnishings—a modern reinterpretation of Persian rug artistry. The designs incorporate the Farsi alphabet and symbolic motifs, creating a narrative tapestry that resonates with cultural depth.

Run For The Hills’ team of artist-designers created a collection of art for the project – hand painted, drawn in charcoal and pastels, framed and printed on fabrics. An evocative, rich mix of pieces featuring camels, nomads and other scenes from the Silk Road.

“Central to the brand world is an accurate 12th century map showing all the trading routes from Constantinople across to China. The in-venue brand assets we created extend to every touchpoint, from a suite of menus and gift cards to super stylish staff uniforms and even designing DOOD’s own Nomad’s Tale Pale Ale beer.” says Trotman.

The Shop Front

DOOD’s exterior is wrapped entirely in weathered Corten steel, softly illuminated signage shining out across the River Tyne. Guests are welcomed through a cobbled, covered walkway adorned with artefacts and art pieces inspired by the Silk Road. Suspended lanterns and cascading greenery add an enchanting touch to the entrance.

Inside, the shelves are thoughtfully curated with treasures that evoke the journey of the Silk Road; ancient Persian coin rubbings, baskets brimming with spices, dried flowers, clay jugs, and timeworn ceramics. These objects rest against a backdrop of textured wallpaper featuring a map of the Silk Road, further immersing guests in a story of exploration and heritage.

Designing The Interiors

Such a rich, evocative brand world called for an experiential interior concept. The Run for the Hills interiors team drew inspiration from the stories of hostelries where nomadic merchants along the Silk Road would dine and rest. This caravanserai—whether carved into rock or housed in tents—served as havens for weary travellers, a concept that informs DOOD’s design.

The space features pole structures, flowing silk drapery, and organic formations, evoking the essence of these ancient refuges. Even the wait-and-host stations and banquette seating echo these themes, crafting an ambience that feels otherworldly yet deeply rooted in history.

FF&E furniture choices in the scheme are rustic, hand-crafted and solid in form, harking back to a former time, in richly dark smouldering timbers, burnished metals and dramatically marbled stones. Upholstery and textiles are inspired by ancient travel, with motifs invoking rivers, valleys and roads uniting people and cultures along its path; patinated leathers, woven patterned fabrics updated by way of Persia and the Levant motifs.

Design highlights include custom twisted metal rope knot staircase handrails, bespoke nomad tiles, ancient studding, rivets, turned timber balustrading and finials adorning the winding staircase structure connecting DOOD’s three dining zones and bar. The bar itself is a showpiece: a suspended bedouin tented canopy shelters a warm timber and amber coloured gantry with antiqued glass glowing day and night. Reflective and leather-textured tiling, juxtaposed with layered upholstery, auburn glass and twisted rope light fittings creates an arms-open welcome to diners looking for a transporting culinary experience.

More than just a restaurant, DOOD is a cultural haven where guests gather to savour the flavours of a bygone era. Here, diners are invited to immerse themselves in the rich tapestry of the Silk Road’s culinary heritage, breaking bread with fellow travellers and experiencing the legacy of the nomads, merchants, and adventurers who shaped our world.