IN CONVERSATION WITH HUGO TORO

interview by GABRIELLA NORBERG

At ‘PUR', a Michelin-starred restaurant nestled within the prestigious Park Hyatt Paris-Vendôme, Chef Jean-François Rouquette and renowned artist Hugo Toro have created an unforgettable dining experience that melds culinary mastery with artistic design. The collaboration between these two visionaries has given rise to a new, exclusive dining space that elevates both the food and atmosphere to a higher standard. Chef Rouquette, known for his sincere, terroir-driven cuisine, continuously explores new, unexpected flavors inspired by nature and the seasons. His work is complemented by Hugo Toro’s meticulous design, where every detail, from the table settings to the room's ambiance, is crafted to delight and inspire. Together, they offer a refined and immersive journey into the art of fine dining.

We had the privilege of sitting down with Hugo Toro to delve into his vision behind the interior and in this interview, Hugo walks us through his design philosophy, the challenges he faced, and the innovative elements that make PUR’s interior a truly unique and immersive dining experience.

What is your overarching design philosophy when it comes to creating spaces for fine dining establishments like PUR?

First, I like to meet with the chef to understand their vision and how they engage with the space. My goal is to create an environment that reflects the concept of the food and the experience the chef is sharing. For me, the focus is on the context and the chef’s unique approach to the dining experience.

How do you balance functionality with aesthetics when designing for a Michelin-star restaurant?

It’s important to design not just a visually appealing space, but one that is functional. For PUR, we designed several custom elements, like tools for cutting meat and cheese, as well as bespoke trolleys and bar features. It’s essential to respect the established codes while also pushing them forward. For example, I decided against tablecloths, which is uncommon for Michelin-starred restaurants. While there’s no single set of rules, it’s about balancing practical needs with creativity and evolving the space to make it unique.

What was your vision for the interior of PUR, and how did you translate the culinary experience into the architectural design?

The chef has a very welcoming presence, so I wanted the kitchen to be open, almost like an apartment, where customers feel invited into the chef’s personal space. The design also includes distinct areas like the library, winter garden, and living room, each connected with the oculus on the ceiling. These zenital lights create a continuous flow, like a red thread, in a warm, inviting experience.

How do you approach the relationship between the restaurant’s interior and its menu or overall brand identity?

It’s crucial to create a fully cohesive story where every element is connected. For the brand identity, I collaborated with a graphic designer friend to develop something that complements the culinary experience. In Jean-François' kitchen, there’s a focus on 'savor'—you truly understand the essence of what’s on your plate. I wanted to carry this purity into the tableware as well, using raw materials like stone and metal. Similarly, the logo was designed to evoke a childlike simplicity, returning to the roots and emphasising its genesis.

How much do you consider the concept of "atmosphere" in your designs for a high-end restaurant like PUR? What kind of atmosphere did you want to evoke?

Atmosphere is paramount, and I wanted to create something truly cozy. Since the restaurant is only open in the evenings, the lighting and design were crafted to focus on warmth, with a central theme around flame-like elements. The goal was to create an enveloping atmosphere where diners feel comfortable and at home.

How closely did you collaborate with Chef Jean-François Rouquette and his team while designing PUR?

I spent a lot of time researching Chef Jean-François ahead, and visiting him several times before the project began to truly understand his vision. We collaborated closely, but he also trusted me to bring my full vision to life. His trust was invaluable and much appreciated.

Were there any specific requirements from the culinary team or the restaurant staff that influenced your design choices?

As I mentioned earlier, I was influenced by how the chef interacts with each guest, moving through the room and establishing a close connection with the diners. This proximity between the chef and the customer had a significant impact on my design. Beyond that, the overall style and vision for the space were largely shaped by my own perspective.

In your experience, how important is it to incorporate the chef’s vision into the space, and what role does the restaurant’s concept play in the design process?

In my experience, it really depends on the type of restaurant. Designing for a fine dining experience is very different from designing for a more festive atmosphere. Each project is unique, presenting a new scenario or canvas, and as a result, every story we tell through design is different.

What was your creative process when you first started designing PUR? Did you face any challenges when merging architecture with gastronomy?

When I began designing the project, the challenge was to create a space that felt timeless—something that could have been designed ten years ago, today, or in the future. The idea was to make it feel as though it had always existed. We started with a blank canvas, demolishing everything, and while it wasn't necessarily an easy task, the process felt very natural. In the end, I didn't experience any major challenges merging architecture with gastronomy—it all flowed together quite smoothly.

Can you share any specific design elements in PUR that you feel have the most significant impact on the overall dining experience?

What I love about PUR is that everything in the restaurant is bespoke and unique for the project—from the fabrics I designed to the lamps, tables, and chairs. Every table is unique, and we also incorporated elements like cast iron. I even painted some of the artwork myself. Every design detail tells a part of the story, and the entire design contributes to the overall experience.  

How do you incorporate local culture or materials into your designs, especially when working on high-profile projects like PUR in Paris?

In this project, most of the materials and elements were produced in France, which was very important to me, especially given its location at Place Vendôme. With the exception of one European company, all the suppliers were based in France, ensuring that the design was closely tied to local craftsmanship and culture.

Are there any innovative design techniques or technologies you employed in the creation of PUR’s interior that stand out to you?

Everything was meticulously 3D-modelled, which allowed us to push the design forward with technical precision. We incorporated traditional techniques like cast iron, but I also wanted to bridge the gap between the past and modern technologies. For example, the fireplace features visible metallic patterns, and the ceiling is hand-painted with a contemporary interpretation. We also used blown glass for bespoke elements like the glass panels, and employed CNC technology and computer-assisted techniques to achieve a high level of craftsmanship.

Luxury interiors often have a timeless quality. How do you achieve that sense of enduring elegance while still creating a space that feels fresh and contemporary?

I believe we’ve created something truly unique because everything in the restaurant is bespoke, from the knives to the designed uniforms. This attention to detail contributes to a one-of-a-kind experience and adds to the timeless quality of the space. By combining these elements, I hope we’ve created something that will endure for many years.

How do you think the interior design of a Michelin-star restaurant can influence a diner’s overall experience beyond just the food?

Ambience plays a significant role in shaping the dining experience, which is why I chose to incorporate candles on the tables. The lighting creates a rhythmic flow, highlighting your face and adding a theatrical quality to the atmosphere, reminiscent of old times. For me, the experience isn’t just about the food—it’s about how lighting, ambience, and atmosphere work together to engage diners physically and visually, enhancing their interaction with the space and each other.

What role does lighting, acoustics, and furniture play in shaping the ambiance of a fine dining space like PUR?

Lighting, acoustics, and furniture are all crucial in creating the right atmosphere for a fine dining space like PUR, especially since the restaurant operates only at night. To achieve this, we used a layered approach to lighting, with custom-made Murano pendants, ceiling lights, and table lamps, alongside candles to create a warm and intimate environment. The acoustics were carefully considered, with most of the walls covered in fabric to enhance sound quality. The furniture, all bespoke, adds to the unique experience. Even the entrance was designed to convey a sense of importance. Every element contributes to elevating the entire project. 

What was the most challenging aspect of designing the interior of PUR, and how did you overcome it?

The most challenging aspect was definitely the tight timeline—we had to complete the project before the Olympics. Despite the pressure, we managed to finish on time and the result turned out to be exactly what we had envisioned.

Looking back at the completed project, is there a specific detail or feature in PUR’s design that you’re particularly proud of?

I'm especially proud that everything in the restaurant was custom-designed, including the carpets and other details. I'm also pleased with the paintings I created myself. However, what I’m most proud of is the artwork details in the ceiling. These intricate elements were technically challenging, and I'm truly happy with how they turned out.

What advice would you give to young architects or designers aspiring to work in the luxury and hospitality sectors?

My advice is to create something meaningful and authentic. It’s essential to build a strong team of skilled professionals who can execute your vision, especially when designing for the restaurant and hospitality sectors. These projects are among the most challenging in architecture, requiring a deep understanding of both design and function.