By Hotel Armada Petaling Jaya on August 7, 2019
After 22 years of successful operations as Utara Coffee House, the familiar restaurant in Petaling Jaya has since undergone a major makeover that would see the restaurant being rebranded as just ‘UTARA’. Its fresh new look was revealed to guests and media during it’s grand re-opening party on Monday, 5th August 2019. Utara at Hotel Armada Petaling Jaya opened to a lively packed crowd of approximately 200 guests who took the opportunity to feast on Utara’s signature dishes served in buffet style throughout the evening.
General Manager, Hoon Tai Chee said “We understand that the hospitality industry is an exciting and highly competitive business and growth is rapid. It is vital that we maintain a competitive edge. To keep you interested, and to constantly offer new experiences, a complete massive re-do of Utara was inevitable. REFRESHED AND RENEWED, today, we are pleased to introduce an ICON REBORN”
With walls knocked down to open up and increase the space, the new Utara enjoys rays of natural sunlight coming in from its full-height windows, making it look wider and spacious thus offering a more comfortable dining environment. The stylish new interior design of Utara features concrete and wood as the consistent color and material. Rose gold/brass and marble counters were added as highlights to brighten up the cool and warm colors. The openness of Utara now facilitates more visibility, mobility and communication between staff and diners.
The renovation project led by Elizabeth Yap of interior design firm StudioN3m boasts two new additions to the restaurant, an open kitchen at the back of the restaurant and an open café-bar at the front. With the open kitchen, diners become spectators as they can see their food being prepared thus allowing for a greater sense of occasion while the open café-bar was built to serve between the restaurant and the lobby lounge. As such, service staff are able to communicate with and attend to guests in 2 different areas with ease, without compromising on service standards.
Elizabeth Yap said, “For businesses, it’s difficult to constantly renovate. With this in mind, I designed the new Utara to be timeless; something that doesn’t go out of style within a few years. I needed something elegant to befit a hotel and it needed to be simple to maintain. The solution was a framework of soft neutral furnishings with high quality materials and lighting that are accented by various basic elements such as paintings, ornaments and textile finishes that could be updated as necessary. This way, hotel guests can experience something new every few years, while still maintaining the familiarity of their favourite restaurant. It is best to have something basic to start with and add on after, like a blank canvas. As a designer, it’s important for me to consider more than my client’s current requirements – I need to also consider my client’s future concerns.”
While Utara may have undergone a complete makeover, the restaurant still retains its signature flavours and will continue so as an ode to their loyal diners. Utara’s exceptional local cuisine such as the Nasi Lemak Utara, Roti Durian, Kari Kepala Ikan, Daging Masak Assam Pedas, Siput Sedut Masak Cili Padi and Ketam Masak Berlada to name a few are what sets Utara apart from competitors in the area.
As part of their new menu, Utara has since added on several Vegan dishes to satisfy all Vegan diners. In addition, a special Vegan Set Menu is available for order too but a 3 days advance reservation is required. The Lunch, High-Tea and Dinner buffets will also feature a special Vegan’s Corner.
Open daily from 6.30am to 12am, experience Utara at the Hotel Armada Petaling Jaya for yourselves by calling 603-7954 6888 to make reservations or email firstname.lastname@example.org