As Air Design celebrates its 21st anniversary this year, we’re taking a journey back through the past to revisit some of our favourite projects from the last two decades—one of which is Noble Rot.
Let’s start at the very beginning, back in 1999, shortly after we opened our doors. A friend introduced us to the famous restaurateur Soren Jessen, who needed a logo and membership card for his new restaurant and private members club, Noble Rot. This wasn’t just any restaurant—it was a modern European dining experience, designed by Nicky Haslam, set to become a notable part of London’s hospitality scene.
The name “Noble Rot” comes from Botrytis Cinerea, a fungus that, under the right conditions, attacks ripe, thin-skinned grapes. While this might sound less than appealing, in the world of winemaking, it is a prized phenomenon, allowing for the production of exquisite dessert wines. This clever play on words and the balance between something seemingly undesirable becoming a valuable product deeply resonated with us, inspiring the design.
We were fortunate to work with Matt Knight, who created a logo that beautifully referenced the grape bunch and the fungal spores, with an elegantly understated typography that reflected the essence of the restaurant—sophisticated, yet unpretentious. The logo became symbolic not just of the wine-making process but of the artistry behind the dining experience.
For the membership card, we wanted something that reflected the same ethos—a touch of luxury but without being ostentatious. Ian (the ‘I’ in Air) had a brilliant idea to use phosphor bronze for an acid-etched metal card that would develop a patina over time, much like a fine wine. The card was engraved with the member’s details and would tarnish beautifully, becoming a unique, tactile object that aged gracefully.
Noble Rot went on to undergo a few transformations. In 2006, it was relaunched as Kilo, a classic Gallic brasserie. Then, in 2007, it was sold and rebranded as the famous (or infamous) Maddox Club, continuing to leave its mark on the London scene.
Looking back at this project, we’re reminded of the creative vision and collaborative spirit that shaped Air Design from the very beginning and continues to define our approach today.