Operator Q&A: Pia Fairhurst, Azzurri Group

We quiz Pia Fairhurst, creative director at The Azzurri Group – operator of the Zizzi, ASK and Coco di Mama dining brands –on all things restaurant and kitchen design, following the recent transformation of Zizzi's Marlow branch

Dine Out (DO): What were your thoughts and priorities when designing and restyling Zizzi's Marlow venue?
Pia Fairhurst (PF): Our key priority for Zizzi Marlow was to bring to life the new 'Stand Out Italian' concept in a way that felt vibrant, playful and hyper-local. We wanted to create a space that felt unmistakably Zizzi, but also unmistakably Marlow. This meant integrating bold styling – like the yellow feature tree, quirky stickers and Tuscan-inspired colour palette – with nods to the town's rich heritage, such as the rowing legacy and Swan Upping tradition. It was also essential to work sensitively with the building's listed status, ensuring that original features were celebrated and complemented, not overshadowed.

DO: How did you effectively balance great aesthetics with functionality?
PF: We designed with purpose. Every visual choice had a functional counterpart. The entrance screen, for example, adds architectural interest and intimacy while creating a more welcoming, bookable booth area, making every seat feel special.
We reconfigured the furniture layout not just for flow and capacity, but to improve the team's operational movement and sightlines. Even playful elements like the pizza paddles above the kitchen reinforce the brand while doubling as spatial cues for the theatre kitchen experience.
Style never came at the expense of usability – it had to do both. 

DO: What were the biggest challenges you faced in the design process, and how did you overcome them?
PF: Working within a listed building was our biggest constraint. There were clear limits on structural changes, and we had to respect and preserve original features like the windows, ceiling lines and exposed brickwork. Instead of viewing these as restrictions, we treated them as opportunities to layer character into the design. 
The reclaimed beer taps are a subtle nod to the building's past as a brewery, and we used freestanding and reversible design solutions – like the wicker-panelled pergolas in the courtyard – to enhance without altering. Collaborating closely with conservation officers from an early stage helped streamline approvals and avoid costly rework.

DO: What design styles do you expect to be popular in 2026 and beyond?
PF: Looking ahead, we see hyper-local storytelling, tactile natural materials and multi-sensory design continuing to dominate. Guests are looking for immersive spaces with meaning, so expect to see more use of artisan craftwork, bold biophilic elements like trees or water features and tech-enhanced dining zones that subtly integrate lighting, scent and sound to deepen the experience. Importantly, sustainability will no longer be a 'nice-to-have'; circular materials and adaptive reuse of existing structures will be front and centre. 

DO: If a fellow operator were considering a venue refit or renovation, what advice would you offer?
PF: Start with a clear story and let that drive every design decision. The more local and authentic, the better. It gives the space soul and makes it memorable.
Second, always design with your team's flow and your customer's full journey in mind, from entrance to ordering, to comfort and lighting. Build flexibility into the layout – venues need to adapt, and your fit-out should evolve with you. 
Lastly, if you're working in a protected or heritage space, involve planners early and look for design moves that layer onto the existing character, rather than compete with it.

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