Before every project, we take time to get to know the environment—
and sometimes, we bump into unexpected places that spark fresh inspiration. Can you craft reality with fakes? Surprisingly, yes. With the right design, even illusions can feel more real than reality itself. It’s a reminder that what we see—and hear—isn’t always the full story.

In the heart of Paris, there’s a Japanese ramen restaurant that feels like it was airlifted straight from Tokyo’s fish market. You walk in and instantly feel transported: dripping ceilings, styrofoam crates, stacks of fish boxes, puddles on the ground, and the echo of sellers shouting in Japanese. It’s gritty, chaotic, and incredibly atmospheric. But here’s the twist—there’s no raw fish. No sushi, no sashimi. Instead, steaming bowls of rich, flavorful ramen are served beneath hanging tarps and buzzing fluorescent lights. And those puddles? The briny smell? The sound of the market? All fake. All meticulously designed.

It’s a double illusion: a ramen shop disguised as a seafood market, with every detail carefully faked to feel real. Even the fish are plastic, the sounds piped in through speakers, the “wet” ground carefully painted to trick the eye. And yet, you feel it. You believe it. Our senses are easy to fool, but maybe that’s part of the fun. In a world built on hyperreality, sometimes fakes lead us somewhere new, surprising, and unforgettable. The details are so good, it’s almost scary. But that’s the magic. It’s not what you expected, but that’s exactly why it works. Sometimes, the best experiences start with a little deception.