NOODLES & DUMPLINGS

Knead. Pound. Twirl. Pinch.

Knead. Pound. Twirl. Pinch. Get ready to be mesmerized by an ancient cuisine that transforms simple ingredients into art with a few  graceful movements. Welcome to Nodu–the art of noodle and dumpling making.

Get Started

Knead. Pound. Twirl. Pinch. Get ready to be mesmerized by an ancient cuisine that transforms simple ingredients into art with a few  graceful movements. Welcome to Nodu–the art of noodle and dumpling making.

Get Started

Brand Overview

ONE. SIMPLICITY

One. Simplicity

ONE. SIMPLICITY

Brand Overview

“One gives birth to two. Two give birth to the third. Three gives birth to the multitude.” These lines from the Tao To Ching perfectly capture the essence of NoDu. A single ingredient (exquisite flour) gives birth to two foods (noodles and dumplings) which are transformed by “three” (our expert chefs) into endless variations of delight, using authentic spices, herbs, proteins and closely-guarded ingredients. The commitment to truly mastering a simple foundation—flour and water—is the base that has been fulfilling hungry appetites for centuries. The creativity in varying their preparation is what intrigues and thrills today’s modern pallets.

Concept Philosophy

CRAFT. CONCEPT. CHARACTER

Craft. Concept. Character

CRAFT. CONCEPT. CHARACTER

Concept Philosophy

A dumpling takes shape in mere seconds, but the skill and technique of its creation spans millennia. As you watch the hypnotic rhythm of the old woman’s hands repeating the motions engrained in her muscles, you are witnessing pure alchemy.

Like diners on the streets of any Chinese city, you’ll be drawn into the spectacle of preparation. Guests from Asia will instantly feel at home, while Western diners will be intrigued by the eye-catching and emblematic performance.

These transformations are guided by expert hands that encompass the feminine and masculine energies of Nodu—the delicate wrapping of the dumplings and the strength of pulling tenacious dough into long distinctive shapes. Thus, the “characters” that create our cuisine—unique to each location—become a critical part of the Nodu experience.

Background Story

Centuries-long Traditions

Centuries-long Traditions

Centuries-long Traditions

Background Story

Although representative and fictionalized, there are “Yangs” and “Mrs. Li’s” to be found across China—and beyond. These personas that provide Nodu’s inspiration can help our guests truly appreciate the centuries-long traditions that go into to producing delicious and innovative results—millions of times per day—all across Asia.

MRS. LI, THE DUMPLING LADY

Wrapping, squeezing and pinching an endless line of dumplings with astounding accuracy and speed, Mrs. Li has dedicated her life to crafting these emblems of her local culture. She has come to love what she does after so many decades of practice and refinement, as her elderly fingers echo something like the motions of reverence at prayer or meditation. Her modest dumpling stall is the perfect reflection of her art: humble, functional, and beloved by her community. She has poured heart and soul into this traditional culinary art and her passion and commitment is evident in every single dumpling she produces.

YANG, THE NOODLE PULLER

Young, energetic and eager to please, Yang reports to his noodle station full of optimism for the day ahead. He is determined to distinguish himself in this ancient art that almost predates history. The act of pulling noodles requires strength and poise–skills he displays in abundance as he perfects his trade each day. Yang believes endurance is the key to success and knows it will take years of committed service to achieve the status he desires. Each day, he works toward his future as a master, knowing that work isn’t a means to an end—but rather an end in itself. This is effort becoming art.

Noodles & Dumplings

Meaning

Meaning

Meaning

Noodles & Dumplings

NoDu is the combination of the first two letters of Noodles and Dumpling, inspired by the art forms of noodle and dumpling making. When making noodles, dough is shaped by kneading, pulling and rolling it to make noodle strands. The finished product is reminiscent of the single snaking line that creates the letter “N.” Alternatively, dumplings are molded, folded and closed into a rounder shape. The completeness of this closed shape is similar to the shape of the letter “D.” Hence, the logo was created from a combination of the noodle strand and the closed form of the dumpling.

Chinese name 面聚轩

面 means noodle, face.

聚 means get together, assemble.

轩 means house with windows, also means elegant.

MEANING

People, get-together, pavilion, but also has a meaning of all types of noodle and dimsum together.

The Menu Narrative

Eat-In or Take-Away

Eat-In or Take-Away

Eat-In or Take-Away

The Menu Narrative

Fun, fresh and lively, NoDu serves affordable local specialties in a 5-star environment. Savor a variety of tasty Asian noodles dishes from Guangdong to Tokyo to Singapore and a variety of delicious steamed and pan fried dumplings. Ideal for both vegetarians and non-vegetarians alike, NoDu offers great value for the money with tempting “one-bowl options”. Dine at your own personal table or share a space and interact with friends, old and new, or choose to eat on-the-go at the informal bar seat area.

The Features

Concept Strategy

Concept Strategy

The Features

THE FEATURE WALL

The perfect way to reflect the creativity and craftsmanship of the cuisine, The Feature Wall pays homage to the arts of dumpling and noodle making. While reminding diners of the intrinsically artistic nature of the food, The Feature Wall also offers a valuable branding opportunity for the restaurant by creating a visual identity associated with the space as well as the brand.

THE CEILING

The ceiling design completes the space. The basket weave material reminds diners of the traditional dumpling steamer baskets. The ceiling will help to create an atmosphere that imitates the excitement generated as the steam builds and builds inside full baskets to erupt in a hurried and dramatic cloud upon opening. This tasteful reminder of the brand through the design will reinforce the concept.

THE ALLEY

Creating a local community atmosphere, The Alley provides a relaxed and casual space giving guests an unobstructed view of the action stations in the kitchen. From this vantage point, guests can enjoy the spectacle of the historic preparation methods being used. The Alley is a more casual part of the restaurant allowing for quick and convenient dining.

THE KITCHEN

The central show kitchen provides an ideal stage upon which the theatrical masterpiece of dumpling and noodle making can be played out in front of an eager audience of diners. A story of humble beginnings, guests will witness the triumphant rise of both dishes from simple ingredients to delicious, culturally significant meals via the skilled hands of local specialists.

The Alley

Concept Strategy

Concept Strategy

The Alley

The Alley provides relaxed and casual counter seats for guests —quirky finishes, atmospheric lighting—and an unobstructed view of the action stations in the kitchen. From this vantage point, guests can enjoy the spectacle of the historic preparation methods being used. The Alley is a more casual part of the restaurant allowing for quick and convenient dining and providing a platform for convivial community between patrons and staff. In some configurations, The Alley will house a Take-Away facility.

The Feature Wall

Concept Strategy

Concept Strategy

The Feature Wall

The perfect way to reflect the creativity and craftsmanship of the cuisine, The Feature Wall pays homage to the arts of dumpling and noodle making with brilliant graphics under spotlights. This digital artwork reminds diners of the intrinsically artistic nature of the food, The Feature Wall also transforms an ordinary plane into a signature element of the restaurant—adding a valuable branding layer and distinctive personality to Nodu.

Four different types of dumpling graphics and four different types of noodle graphics can be creatively combined as part of the Feature Wall. They can be provided in three signature color options: black, white or yellow.

The Kitchen

Concept Strategy

Concept Strategy

The Kitchen

The central show kitchen (in the shape of a whimsical mosaic-tiled noodle-bowl!) provides a fitting stage upon which the theatrical masterpiece of dumpling and noodle making is played out in front of eager diners. From the cuisine’s humble beginnings, guests witness the triumphant transformation of both dishes from simple ingredients to delicious, culturally significant meals as they are passed from the skilled hands of local specialists through the open delivery window and out into the dining areas.

The Ceiling

Concept Strategy

Concept Strategy

The Ceiling

The ceiling’s basket-weave motif reminds diners of traditional dumpling steamer baskets. This eye-catching signature feature helps create an atmosphere that mimics the excitement of a dumpling basket being dramatically uncovered as a pent-up steam cloud erupts to signal the start of a delicious feast. This tasteful reinforcement of the Nodu brand is designed to delight the wandering eye while returning a diner’s attention to the food  and its origins.

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