Quiet and convivial

Heradesign ... selected for the Pizza Hut outlet at Al Ghurair Centre.

When Americana wanted a relaxed atmosphere that provides speech intelligibility, it turned to Knauf AMF for solutions

Acoustic ceilings from Knauf AMF, a leading European manufacturer of high-quality ceiling systems, were recently chosen by Americana Group, the largest operator of globally recognised quick service dining chains in the world, for two of its most famous brands in

Dubai, UAE.

Americana selected the Heradesign Superfine ceiling system for the Kentucky Fried Chicken (KFC) outlet at Jumeirah Beach Residence (JBR) and Pizza Hut at Al Ghurair Centre, and has specified Knauf AMF ceilings for all the new restaurants for the group and its Yum! Brands franchisees in Dubai.

Sreejith Panicker, director-operations for Middle East, at Knauf AMF, explains that the company has been working with Americana’s design manager from the start to finalise these designs, and as such, the product has now been specified in the finishes schedule as part of their new design.  

Americana design manager Dinesh Talitaya explains why Heradesign was chosen: “Noise can be a problem for restaurant diners. We wanted to create a more relaxed environment for our customers. Acoustic control was key to the success of the design which is why we chose Heradesign. We were also attracted to the unique textured surface of Heradesign, as it adds a natural warmth to the interiors.”


KFC at Jumeirah Beach Residence ... Heradesign offered highest sound absorption.

KFC at Jumeirah Beach Residence ... Heradesign offered highest sound absorption.


Heradesign are high-performance ceiling and wall panels manufactured from sustainably sourced wood-wool. They offer the highest sound absorption – Class A – and can control the ambient sound level by reducing the level of reverberation and helping to improve speech intelligibility, and create a relaxed atmosphere for dining and conversation, Panicker remarks.

“The panels offer designers the opportunity to create truly unique interiors as they are available in a choice of five different surface patterns, different thicknesses and edge details; and can be specified in any colour the customers may want,” he says.  

The ceilings in the Americana restaurants are in umbra grey fitted with a matching grid that help give them a distinctive appearance.

There are many flexible installation possibilities with Heradesign. The panels can be installed using a concealed grid that achieves the impression of a seamless surface, or hung from the ceiling as rafts, fins or baffles. In areas that require additional acoustic control, the wall panels can provide extra sound absorption. 

Heradesign is ideal for various interior spaces, thanks to its ability to create the right visual and acoustic balance, Panicker adds.

He continues: “Humidity level changes in the restaurants will not weaken Heradesign ceilings as they can tolerate conditions of up to 90 per cent RH (relative humidity). The panels are durable and can withstand demounting to allow access to the services in the ceiling void. Lighting, air-conditioning and signage systems integrate seamlessly with Heradesign, producing an uncluttered look.

“The ceilings were installed quickly and on time, which contributed to the restaurants’ successful opening. Heradesign panels are easy to install, thanks to their accurate and robust edges. At the restaurants, the ceilings were fitted using an exposed AMF Ventatec grid system that simply clicks into place,” says Talitaya.

Knauf AMF ( manufactures its high-performance acoustic ceiling systems in Germany, in one of the most modern factories in the world. The company continues to innovate and develop new suspended ceiling products including rafts, baffles and acoustic wall panels. The team at Knauf AMF has in-depth knowledge of room acoustics for different sectors.