In this episode, we sit down with Serge, creative director of Creneau. Serge helped reimagine the beloved Belgian fast-food chain Quick. What began as a love letter turned into a full-fledged redesign, from ketchup-shaped tables to a bold use of color and clever spatial zoning.

Serge shares the journey of transforming Quick into a place of playful nostalgia and guilty pleasure—while balancing functionality, customer flow, and national identity. It's a conversation about joy in design, the power of childhood memories, and how even a hamburger restaurant can become iconic again.