If you’re a local across the field of food, design or fashion, chances are you’ve caught wind of Sydney’s reigning “laser king”, Ian Tran, director of Sydney-based laser cutting and 3D-printing design studio, Domus Vim. If you’ve never heard of him, you’ve probably seen his restaurant signs.

He’s spent the past decade collaborating with architects, designers and hospo heavyweights producing some of the most memorable signage in town — including models, prototypes and sculptures. Yep. He’s the guy turning heads for all the hot-spots across the city with his laser sleek designs — from Fabbrica, Pizza Oltra and Bar Planet to Norma’s Deli, Mecca Coffee, Mapo Gelato, Fishbowl and much more. In some ways, he’s Sydney hospo’s secret weapon. Not to mention he’s a certified foodie, too, something he spun into a side hustle called Dinner à la Perspex. More on that, plus juicy hot takes on the art of running your own business, below!

Welcome! What’s on the menu today for Ian? 

I’m currently in Melbourne and today will be heading to Nongkrong, an Indonesian food and culture festival. Our very own Wok Boi will be cooking up a feast at Hope Street Radio this afternoon for lunch. Things I have already eaten today: the salad sandwich from Hector’s Deli and an incredible banh mi by Ca Com Banh Mi in Richmond. 

Tell us a little about yourself, and how you ended up owning a business straight out of uni.

In my second year of studying architecture at UTS, I was given the opportunity to be an intern at Domus Vim — at that time, it was a laser cutting and architectural model making company. Over the next few years (and to the detriment of my university marks), I began getting more involved with the company, from taking on different avenues of work and also growing the laser cutting network. Eventually, my partner left to pursue other things and I was left to push the Domus boat to new frontiers. 

In your role as Domus Vim AKA everyone’s go-to ‘sign guy,’ at what point did your love for eating out and perspex converge? 

I think it was 3 years ago when we were asked to make some blue signs for the MUCHO group for the opening of Bar Planet. This project really propelled us into the signage business for the hospitality industry. 

How has your design style evolved since taking the reins back in the day, and what influences have inspired you in this process?

My design style has become a lot more playful over the years and I think that comes with the confidence of understanding the materials you work with. Starting out, my designs followed a heavily regimented design process, where each design had to have reasoning or strategy behind them (that’s architecture study for you). However, often the simplest ideas are the best ideas. 

A great example of this is our recent work with Pantry Story, a newly opened cafe and pastry shop in Stanmore. We had been going back and forth with a design for a store A-frame and I couldn’t quite nail it as I was so glued to a singular style. Our client then simply said, ‘can’t it just be a giant pastry bag?’ and it just clicked. So, we ran with it.

Speaking of style, your side gig — Dinner à la Perspex — we need to know everything. Tell us about what sparked the idea and what’s encouraged you to keep going.

Right before the first 2020 lockdowns, I was heavily involved with Vivid Sydney, working with local artists to fabricate and bring their ideas to life. With a week left till the opening of Vivid, the month-long event was cancelled due to lockdown and just like that — 3 months of work flew out the door. 

From there, I started an art project called Dinner á la perspex, a series of food sculptures created with all the excess perspex I had in the office. 

Initially the project was a way for me to keep creating content to keep the business alive on socials, however as I continued to make them, I realised that I had more skills than I thought, as well as an understanding of the materials I work with on a daily basis. (Cue imposter syndrome). 

If you look at *the IG* from the start, the artworks are quite flat and one dimensional. As more projects were made, the dishes became more complex and realistic. I kept saying to myself — ‘let’s push it further, you can do it’.

What’s been the most difficult dish, and in your opinion, the most iconic order you’ve recreated so far?

I think the most difficult thing about the dishes is not so much the shapes and sculptures, but the colours. The colour that kills me everytime is ‘golden brown’, things like pastries and breads. They say pastry is a science and I totally get it in my pursuit to create ‘golden brown’ perspex. 

If we went by commission numbers, the most iconic order would be Continental Deli’s beef tartare, while the crowd favourite would be Ho Jiak’s Hainan Chicken Rice with kangkung belacan. 

Working adjacent to hospo land, what unique insights have you gained about the intersection of design and dining, and how do you bring these into your creative process?

The main takeaway — opening a restaurant is so much more than just having incredible food and wine. It’s branding, social media planning and PR, all of which can be scrutinised by the masses on Instagram before the doors even open. Signage for that matter, is also one of the many things needed. So, we try to make our process as streamlined and simple as possible — working with branding/graphic designers and communicating clearly with clients to ensure that they have time to tackle all those other things too.

Juggling Dinner à la Perspex with Domus Vim’s demands — talk to us about how you manage to keep the creative flames burning on both sides without breaking a sweat? Any advice for other creatives trying to split their time as such?

Trust me, I’m sweating all the time. Over the last year Dinner à la Perspex has definitely taken a side seat whilst Domus Vim continues to power forward. It is hard to juggle, but if there’s one thing I wish I knew earlier it’s how to give yourself time off and set time aside for other things.

Over the past decade of running Domus Vim, I’ve always said yes to projects and rarely taken holidays as I believed a good weekend was enough time off. Last year was the first time I experienced burnout and took a month off, and with that reset I wished I had started allocating time to rest sooner. 

Any tips and learnings for those looking to run a small business in a hyper niche space?  

Domus Vim didn’t start out as a hyper niche business — years of doing various projects went into it before we really tapped into hospitality signage. I guess one tip would be to stay open to experimenting with new projects or different lines of work, but also be ready to say no when you realise that that type of work isn’t for you. Eventually the ‘hyper-nichess’ will reveal itself. 

Client comms is an art. How do you avoid any ‘Lost in Translation‘ moments, ensuring your creative visions align?

One of the benefits of studying architecture is the ability to take large sums of information and translate it into diagrams and drawings for clients to unpack your creative vision. I always provide a quick initial render and/or sketches. I know, I know, ‘don’t do work without a deposit, blah blah’, but sometimes a quick sketch can save the ‘pay me now’ standoff and the project can start sooner. 

Also, no Zoom calls. In-person meetings with the clients allows me to see the space and discuss what their initial vision is for the venue wider business. 

Any exciting ventures, projects, or collaborations on the cards for Domus Vim over the next few years?

We’re working on a few exciting restaurant openings this year and some of my favourite venues for a little signage refresh, however, all these are a little hush hush. Time will tell!

Quick Fire:

Your favourite Domus Vim sign design of all time — yours and something on your moodboard? 

My favourite non-Domus sign of all time in Sydney is the Hotel Hacienda’s on Cleveland Street. I can’t tell you exactly what it is, but it just works so well. Might also be the fact everytime I see it, I sing it in the form of ‘Hotel California’.

One dish you’re longing to recreate á la Perspex but haven’t yet had the chance to?

I would love to do a full Yumcha spread at some point or Golden Century’s ginger shallot lobster with e-fu noodles. 

Five most frequented snack spots in Sydney?

Sang by Mabasa

Oltra Pizzeria

Happy Chef

Marrickville Pork Roll

Pho An

Favourite thing to drink at 5pm:

Montenegro spritz

What’s on the menu at your dream dinner party?

Banh xeo or banh khot party. 

Advice to anyone wanting to do what you do:

Be open to ideas and collaboration. You don’t know everything.