A digital experience built to make every plate feel like a discovery.
00 / Overview
Bringing John Sedlar’s sensory restaurant concept to life online.
Playa was a new West Hollywood restaurant from chef John Sedlar. After spending a day tasting, talking, and learning how the food connected flavor, language, aroma, and visual composition, Agency689 created the website strategy, UX, visual design, copy, photography, development, mobile experience, menus, and initial advertising.
Role Digital and Launch Creative Partner
Client Playa Restaurant
Services Website Strategy / UX Design / Visual Design / Copywriting / Food Photography / Website Development / Mobile Design / Menu Design / Launch Advertising
01 / Experience
The food had to remain the main event.
Sedlar’s cooking turned each plate into an encounter: Spanish-inflected flavors, messages written in spice, carefully composed forms, and layers of taste, scent, image, and language. The website gave that work space to lead rather than surrounding it with unnecessary explanation.
Food, atmosphere, and a direct path to the restaurant offering were kept central, allowing the site to support discovery without overcomplicating the experience.
02 / Photography and Art Direction
Let the plates tell the story first.
Food photography captured the detail, color, and wit of Sedlar’s presentation. The images created a visual system for the website, menus, and launch advertising while giving press and prospective guests an immediate sense of the restaurant’s ambition.
03 / Website and Mobile
Discovery without friction.
Clear navigation and a responsive experience kept menus, the chef, the concept, location information, and the path to visit within easy reach. Copy supplied context in a voice that respected the intelligence of the food.
04 / Launch Response
An opening that earned attention.
Playa opened to intense interest, strong bookings, and substantial critical attention. The website and launch materials gave the new restaurant a coherent public expression at the moment guests and press were deciding what made it different.