Stir.Mag #2

mag

FOOD BEVERAGE

DESIGN SUSTAINABILITY

HILTON GLOBAL F&B BRANDS Issue No. 02 2022

Running Title

EDITORIAL TEAM Eelco Böhtlingk - eelco.bohtlingk@hilton.com Catherine Ker - catherine.ker@hilton.com Jessica Lu - jessica.lu@hilton.com CONTRIBUTORS Mona Alagha Yasmijn Baas Zarra Barki Stuart Clarke Richard Cohn Adam Crocini Hannah Davies Sean Kaplan Fayaz Nazeer Jonathan Ong Kevin Quinn Joep Sondeijker Maya Vincelli Dian Widjaja WITH OUR GRATITUDE Larry Traxler Bruce Becker Kraemer Becker Nancy Silverton

GRAPHIC DESIGN F&B BRANDS, in-house production COPYWRITE SUPPORT Ragan Communications

Interested in working with us?

Reach out to learn more about current career opportunities.

02

Missed the previous issue?

Click below to access.

StiR.mag by Hilton

STIR.MAG IS A PUBLICATION

BY THE HILTON GLOBAL F&B BRANDS TEAM FOR OUR HILTON TEAM MEMBERS WORLDWIDE. WE OFFER A BACKSTAGE PASS TO OUR WORK AND THE WORLD OF F&B DEVELOPMENT.

03

12

StiR.mag is for internal distribution only.

OPENING SPOTLIGHT. HILTON SINGAPORE

THIS ISSUE.

Introducing Hilton Singapore Orchard and the remarkable Nancy Silverton.

20

The mission was clear: Passive House certified, locally supercharged, and net-zero operations. Mission accomplished.

04

OPENING SPOTLIGHT. HOTEL MARCEL

30

08

CUISINE SPOTLIGHT. INDIA

INTRODUCTION. JONATHAN

The newest addition to our team, Jonathan, has quite the designer background. We interview him and learned a lot in the process.

Starting from an overview into the cuisine of India followed by a master class in F&B concept development.

StiR.mag by Hilton

Menu Detailing

Stationery

42

Favicon

The process of F&B brand development through a case study of the new brand identity of Peacock Alley.

64

CONCEPT GUIDELINES

TRENDSPOTTING. THE RISE OF POP-UP BARS

Small Print

54

Inspired by a peacock’s plumage, our unique monogram should be used where it is not possible or appropriate to use the wordmark e.g.

F&B BRANDING. HOW IT'S DONE

F&B DESIGN. LIGHTING DESIGN FOR F&B

Monogram

8

Good lighting design for F&B balances theatrics with comfort. We dissect the elements that matter.

Specialized, relevant, and profitable. Pop-up bars are ideal to tap into seasonal demand.

05

WELCOME.

PERSPECTIVES. 06

Regale at the Hotel Saski Krakow, Curio Collection by Hilton

StiR.mag by Hilton

Over the last few months, I had the pleasure of visiting our teams in London and Singapore and experienced firsthand some of the incredible new venues and properties that are raising the bar, elevating our brand’s food and beverage, and delivering the most reliable and friendly experiences for our guests. Throughout my travels, I was continually inspired by the passion and love our team has for all things food and beverage, their deep understanding of the markets we work in, and trends that are shaping customer behavior and interests. No matter where you are in the world, it is clear that today’s modern traveler is searching for unique experiences in food and beverage and their interests stretch far beyond what is on the plate and in the glass. To meet the needs of this ever-evolving guest, we must push ourselves to think about and embrace all aspects that make up a great food and beverage venue and menu.

It has been, and remains to be, our strategy as the global food and beverage brand team to create the most dynamic and forward-thinking food and beverage concepts and programs for our hotels. It is not only important to think of the type of culinary experience we want to provide our guests but the attributes we must prescribe to bring the entire concept together, including branding, uniforms, music and lighting.

In this, our second issue of StiR Mag, we do a deep dive into the power of great lighting and showcase the team’s work on the newly refreshed Peacock Alley Brand pack. In addition, you will be inspired by our first Net Zero hotel and left wanting more after reading our Spotlight on Indian cuisine.

“Food is one part of the experience. And, it has to be somewhere between 50 to 60 percent of the dining experience. But the rest counts as well: The mood, the atmosphere, the music, the feeling, the design, the harmony between what you have on the plate and what surrounds the plate.”

– Alain Ducasse, Chef.

ADAM CROCINI SVP, GLOBAL HEAD F&B BRANDS

07

INTRODUCTION.

MEET JONATHAN ONG Interview by Eelco Böhtlingk

The newest member of our Asia Pacific team, Jonathan Ong, has quite the experience. Having worked for flagship interior design firms, his path to brand food & beverage is yet another one to complement the diverse experience of our team.

I connected with him to understand how his past experiences shape his work and what drives his creative process.

08

StiR.mag by Hilton

Eelco Böhtlingk (EB): What did you learn from working for hospitality interior design firms?

Jonathan Ong (JO): A detailed eye for the aesthetic and an acute spatial awareness are a few key takeaways in the 15 years of hospitality design experience.

Also, mastering the knowledge of a very important lesson that whilst the design may be beautiful and all the works, but if it does not fulfill the brief and the client is unable to appreciate and experience the space, then it is all just a wonderful design workshop that will not get built.

A beautiful product is an expectation when we get hired by a client, that is a given. But the ability to listen and executing it to perfection, is not.

Design for a purpose, and design spaces that make sense. A strong design concept and narrative go a long way in the process of producing a cohesive project.

EB: I like how you mention that aesthetics alone don't make great F&B spaces.

Was that part of the reason you decided to join the Hilton F&B brands team?

JO: I started my career with Blueplate, the F&B studio of Wilson Associates, and my fundamentals of interior design started in restaurant and bar projects.

My design mentor, who was also my studio director, emphasized constantly that in order for an interior design of a restaurant to work and make sense, its anchor point of a strong branding and concept need to be present. I have always been interested in creating stories and building concepts for bespoke projects.

09

INTRODUCING JONATHAN.

A space is only as pretty as it looks, but a space can only be experienced to its maximum potential when the concept informs the branding, that informs the design.

After so many years, this opportunity to join the Brand F&B team seems to make sense and its like I have come full circle.

EB: And we're happy that you did! Can you give me some insight into your creative process?

JO: The first question is always “Who” am I designing this space for? Followed by a thought of “Where” is this space I am tasked to work on. Understanding the target market and audience to the space, with a detailed and thorough research on local sense of place are my starting points that trigger the creative process. Picking off culture, sights, architecture, colors and history allow me to springboard my design process with a stable base. It is not about my history, my preference, or my dislikes, because it is all subjective, but it is always about the intangibles and the opportunities to add value to the existing condition.

Mindmapping and a brainstorming session with the team is always a good place to start, and being well aware that I alone, can achieve good work, but me with a team, can achieve great work.

EB: What do you see as your responsibility when developing forward-looking F&B concepts?

JO: I see my responsibility as a need to always add value, not just to the project (which is a given), but to the community, the surroundings, the guests and the local culture. Unlike that of a hospitality design project, when the temptation to make it a vanity project in development is high, F&B Concept to me, is all about paying homage to the locals first, but also introducing a new experience that

10

Jade Dragon, Macau SAR Jonathan remembers fondly working on this 3-star Michelin restaurant as his first solo venture in 2012.

StiR.mag by Hilton

the locals can resonate with. Personally, my responsibility is to read more, and explore the world just that little bit more and be open-minded to the possibilities of anything new, anything different, anything outrageous.

EB: As this is a never ending journey, how do you think we can create better F&B experiences for our guests through design?

JO: Hotel F&B design, in terms of space planning and circulation is standard. A typical table for 2 pax, 4 pax, etc., height of counter, chairs and bar, are all standard. There is a formula and a science to the ergonomics of an F&B space, do not stray from this set of values, and we give our guests an ok F&B experience.

However, to create a better F&B experience for our guests, intuitive spatial planning is critical. A restaurant that allows guests to feel comfortable and familiar through design will encourage the guests to dine with joy and clarity.

Guests should never be allowed to feel lost in the sea of tables and chairs, with no anchor point within the space.

Hotel F&B venues cater to the needs of multiple groups, i.e, families, couples, FITs, MICE and each of these spaces need to be well planned and designed.

The challenge is knowing that we cannot be everything to everyone.

Lighting is another key factor to giving our guests a great dining experience.

Direct lighting on the food is important, as guests would always like to eat with their eyes too, but indirect lighting on seats and feature walls would enhance the overall ambient. (Read our feature on lighting design for F&B here.)

EB: In your opinion, who are some of your favorite restaurant/bar designers and why?

JO: Tony Chi, Barstudio and Avroko are a few of my go-to designers when it comes to F&B design. These designers are just really good storytellers. There is always an anchor concept storyline the design falls back on. Design aesthetics are subjective, you win some, you lose some, but when the design is backed by a strong concept and storyline, it is faultless.

When every piece of furniture selection and millwork design is held together by a concept and an origin story, it would be difficult to penalize or critique.

Also, their attention to every minute detail is impressive and always a lesson to be learned in all of their projects. And it does help that these designers come with a set of attitudes similar to that of a celebrity rockstar.

EB: I can see where you're coming from both on the skill & attitude! Something more personal: What is your favorite food to come home to/(or cook)?

JO: My top three favorite cuisines are Thai, Vietnamese and Indonesian. These are my comfort food and it is always a treat when I come home to any of these foods, but at the end of the day, it is always the best to come home to dine with the family, it really does not matter what is on the table, but who is at the table with me.

EB: What might surprise us about you?

JO: My age. No one has successfully guessed my age correctly, not even close. Some say it’s a blessing, some say it’s a curse.

EB: Fair enough, I'm not attempting this again. Thank you Jonathan for your time - truly impressive experience and we look forward to seeing you bring your magic to F&B Brands.

11

OPENING SPOTLIGHT.

12

Hilton Singapore Orchard. Estate

StiR.mag by Hilton

OPENING SPOTLIGHT: HILTON SINGAPORE ORCHARD

By Zarra Barki & Jessica Lu

Hilton Singapore Orchard explodes onto the scene with a true vibrant flair proving once and for all — everything is greater and grander in Singapore. As the largest Hilton hotel in the Asia Pacific portfolio, the 1080-room hotel at the heart of Orchard Road is set to exemplify the best that the brand has to offer.

The food and beverage program at Hilton Singapore Orchard will provide premier dining experiences inspired by old and new Singapore, both in cuisine and design. The hotel’s world-class collection of curated culinary concepts aims to create luxurious environments that are conducive to connecting with others as well as the local culture.

13

OPENING SPOTLIGHT.

Hilton Singapore Orchard is excited to welcome the world-renowned, Michelin star Italian restaurant, Osteria Mozza to its portfolio. Created by famed chef Nancy Silverton, Osteria Mozza will give reimagined life to the award-winning classics of the original Los Angeles restaurant.

OSTERIA MOZZA

Ginger Lily is a multi-faceted lounge and bar experience that provides a sophisticated, botanical-inspired oasis that seamlessly transforms throughout the day. It’s name comes from the butterfly ginger plant, its intoxicating scent draws its captive audience to come closer and take in the experience. The bar and lounge aim to do the same with a bright and open lounge that effortlessly draws the guests in to more internal and intimate spaces.

Estate is the residential all-day dining experience that showcases culinary flavors from all over the world, while elevating familiar regional favorites that resonate with local residents. Inspired

by Orchard Road’s humble beginnings as an unnamed country road lined with fruit orchards, nutmeg plantations and pepper farms, Estate seamlessly blends the historical heritage aesthetic with modern influences while still exuding a warm and inviting ambiance.

Finally, guests will encounter the well established, two star Michelin, Shisen Hanten and award-winning local heritage brand Chatterbox at the Hotel. Specializing in Sichuan delicacies and Singaporean classics, respectively, they provide a familiar outpost and cuisine to the area.

With so many incredible food and beverage options, Hilton Singapore Orchard is well on its way to being established as the new “it” place. Ideal for business, leisure and family travel, there is something for everyone in this modern mecca.

14

ESTATE

StiR.mag by Hilton

GINGER LILY

CHATTERBOX

15

OPENING SPOTLIGHT.

NANCY SILVERTON RETURNS TO SINGAPORE Nancy Silverton

Only the best is permitted for a hotel as grand as the Hilton Singapore Orchard, and the best it shall have. World-class chef Nancy Silverton is returning to Singapore with her award-winning Italian restaurant, Osteria Mozza.

The American chef, baker and author has earned her place as one of the greats. From her significant role in popularizing sourdough bread in Los Angeles (with ripple effects throughout the United States) to her James Beard award for Outstanding Chef in 2014 and her 10 best-selling cookbooks, Silverton will undoubtedly bring a unique perspective to Singapore’s multi-dimensional culinary scene.

The crown jewel of Silverton’s MozzaPlex, Osteria Mozza is the truest expression of Nancy Silverton’s California-inspired Italian ethos and aesthetic. The restaurant goes from strength to strength.

From exquisite handmade pastas to grilled beef tagliata and rosemary olive oil cakes, Osteria Mozza is a menu that can be recited by heart – great classics that are done well. The newest restaurant in Singapore will feature a reinvigorated menu of classics from the original Osteria Mozza as well as some newly crafted dishes original to Singapore. Additionally, the restaurant will offer a robust selection of Italian wines and a curated list of creative cocktails. When asked about this new adventure, Silverton expressed, “Singapore is such an exciting city for gastronomy. We are truly excited to be partnering with Hilton Singapore Orchard to create outstanding dining experiences that will delight and inspire.”

16

Celebrated American chef and creator of Osteria Mozza

StiR.mag by Hilton

Signature dishes Top Nancy’s Caesar with Egg, Leek, and Anchovy Crostini Left Whole Branzino alla Piastra with Herb Salad and Charred Lemon Right Garganelli Ragu Bolognese

Hilton Hotels and Resorts is thrilled to have Nancy Silverton’s Osteria Mozza join the already world-class and cutting-edge portfolio of Hilton restaurants in the Asia Pacific region.

As an added bonus, turn to the next page to see Nancy’s famous butterscotch budino recipe.

17

OPENING SPOTLIGHT.

BUTTERSCOTCH BUDINO RECIPE SERVEWARE 6 oz. ramekins or glass FOR THE BUDINO 1 cup plus 2 tbsp. dark brown sugar 1 1⁄2 tsp. Kosher salt 3 cups heavy cream 1 1⁄2 cups milk 1 large egg 3 large egg yolks 5 tbsp. cornstarch 5 tbsp. unsalted butter 1 1⁄2 tbsp. dark rum Fleur de sel or another flaky sea salt, for serving FOR THE CARAMEL SAUCE AND WHIPPED CRÈME FRAICHE 3⁄4 cup heavy cream 1⁄4 vanilla bean, seeds scraped 2 tbsp. (1 oz.) unsalted butter 1⁄2 cup sugar 2 tbsp. corn syrup 3⁄4 cup crème fraîche

18

StiR.mag by Hilton

INSTRUCTIONS STEP ONE Prepare the budino •

Combine the heavy cream and milk and set the mixture next to the stove.

•

In a large, heavy-bottomed pot over medium-high heat, stir the brown sugar, ½ cup water and the salt to combine.

•

Cook until the sugar is melted, dark brown, and smells caramelized, 10 to 12 minutes.

•

Immediately whisk in the cream and milk mixture. The mixture will steam and the butterscotch will seize, but will become smooth again as you continue whisking.

•

Bring the mixture to a boil, then lower the heat to medium.

STEP THREE Make the caramel sauce •

In a medium saucepan over medium heat, add the cream and vanilla seeds and bring to a simmer.

•

Add the butter, turn off the heat, and set aside.

STEP FOUR •

In a large, heavy-bottomed saucepan, combine the sugar, corn syrup, and 2 tbsp. water.

•

Cook over medium-high heat, swirling the pan just slightly to gauge the caramelization, until the sugar becomes a medium amber color, about 10 minutes.

•

Remove the caramel from heat and carefully whisk the vanilla cream into the caramel (stand back as the mixture will steam and bubble vigorously); continue whisking until completely combined.

•

Let cool significantly (mixture should be just warm for serving).

STEP TWO •

In a medium bowl, whisk the egg, egg yolks, and cornstarch.

•

Add 1 cup of the prepared butterscotch, whisking constantly.

•

Whisk in the remaining butterscotch, then boil, whisking constantly, until the custard is very thick, about 2 minutes.

•

Remove from the heat and whisk in the butter and rum.

•

Strain the custard through a fine mesh strainer to remove any lumps, and divide among ten 6 oz. ramekins or serving bowls.

•

Cover with plastic wrap and refrigerate until completely chilled, several hours or up to 3 days.

STEP FIVE Meanwhile, make the whipped crème •

In a chilled metal bowl using a whisk or an electric mixer, whip the crème fraiche on high speed just until thickened (15–30 seconds).

STEP SIX •

Top each budino with 1 tablespoon of the warm caramel sauce, a dollop of the whipped crème fraîche, and a pinch of fleur de sel.

19

OPENING SPOTLIGHT.

SUSTAINABILITY TRAILBLAZERS: HOTEL MARCEL OPENS AS AN INDUSTRY-LEADING, NET-ZERO AND PASSIVE HOUSE CERTIFIED HOTEL

By Catherine Ker

Hotel Marcel, a Tapestry Collection by Hilton hotel, debuted in spring of 2022, as a change maker in the hospitality industry. Generating 100% of its own electricity for the property, this project exemplified the beauty of adaptive reuse. Formerly the Pirelli Tire Building (and even before that, the HQ of Armstrong Rubber Company), the façade of this historical building exudes the Brutalist architecture of its original era.

When owners Bruce and Kraemer Becker purchased the historical location, they vowed to create an industry-leading beacon for sustainability. And so, they did.

20

StiR.mag by Hilton

Bruce Becker

21

OPENING SPOTLIGHT.

Hotel Marcel’s namesake is derived from Bauhaus aficionado Marcel Breuer, the designer who created and unveiled the building in 1970. But in its new life, this 165-room property was “conceived as a dramatic gateway to New Haven” and claims, “our Bauhaus beauty of a building is renewed with artfully detailed interiors and a climate-first credo.”

Apart from its minimalist inventory of rooms and suites, this hotel also provides a fully sustainable food and beverage experience. BLDG, the on-site restaurant and bar, was the brainchild of the Becker’s and Hilton’s Brand Food & Beverage team. Continuing their “steadfast ethos of sustainability” - BLDG is emblematic of the property’ mission - containing an electric kitchen (no extraction necessary), a menu of regional American cuisine (all products are sourced within 200 miles of the hotel) and designed with sustainably and repurposed products (even the acoustic panels covering the walls are made of recycled materials!).

Adjacent to the building is the hotel’s grab and go – a marketplace that goes above and beyond the conventional hotel retail experience. In addition to the standard sundries, local products speckle the shelves – from a hand-selected coffee company in a neighboring county, to healthy and wholesome snacks that fuel their guest’s hunger for adventure.

22

Opposite Sweeping views of the Long Island Sound are visible from Hotel Marcel's authentically Bauhaus rooms.

Below The multi-functional lounge areas welcome guests for a morning coffee or an afternoon impromptu meeting.

StiR.mag by Hilton

We sat down with Bruce and Kraemer to discuss their inspiration, thought process, and takeaways, following a successful opening week.

Catherine Ker (CK): Bruce, Kraemer, thank you for taking the time to speak with me today about Hotel Marcel. I can’t believe its finally open! Our team can’t wait to share your perspectives and lessons learned from the process. Its only natural for me to start with the obvious question: What does the intersection of F&B and sustainability mean to you?

Bruce Becker (BB): The way we see it, sustainability doesn’t mean anything unless you look at it holistically. Our food and beverage program, and its service, was part of our sustainability strategy and integral to our mission. We feel it is important to use resources thoughtfully and efficiently, hinder waste, and avoid sourcing things in a way that is wasteful.

For example, using local vendors, farms, and other resources, all of which we do

on property. Also, it is important to highlight that by doing these things there is no compromise for our guests. In fact, we believe it enhances the guest experience and creates an enriching connection with the local culture and region.

In the beginning, we thought: Should we just be a vegan restaurant? And the truth was, we realized that 165-room hotel must serve a variety of guests and their unique needs. In the same way we can’t force all our guests to drive electric cars, we won’t force guests into a more sustainable food system. However, even with our broad needs, we can provide delicious vegetarian and vegan meals prepared with intention, alongside a whole range of dietary preferences, all with sustainable sourcing and preparation in mind. In the same way we selected our local carpeting and sustainable produced FF&E, we did the same for our F&B. It all reinforces our mission to be a model for the new reality, which is to care for our planet, the one we are inhabiting, all the while, making our lives more enjoyable and enriching.

23

OPENING SPOTLIGHT.

Hotel Marcel New Haven, Tapestry Collection By Hilton

24

StiR.mag by Hilton

25

OPENING SPOTLIGHT.

CK: Well said, our team constantly references your property as a model of sustainability, and how it doesn’t need to be more complicated or arduous of a process. One aspect of the F&B program that may be out of the ordinary for other hoteliers and restaurateurs is your “green kitchen.” How would you describe the process of working with food service designers and vendors to make your green kitchen a reality? Why do you think green kitchens are not yet ubiquitous?

BB: Our kitchen at the Hotel Marcel is an electric kitchen. It operates entirely off the energy that we produce on site. In the most basic sense, an all-electric kitchen is sustainable because it runs without fossil fuels. What may not be obvious from that statement is that an all-electric kitchen does not require a whole new menu. While menu items are cooked a bit differently, you can still achieve a great F&B experience.

As to why I believe hoteliers and restaurateurs may not opt for an electric kitchen, it’s a habit. It’s only natural to look at what’s been done in the past.

It may take a little while for people to adapt and adopt green kitchens, and frankly, there has not been that many great examples thus far. We hope to change that preconceived notion and we hope to be that model. Consider its benefits – green kitchens reduce HVAC and elevate indoor air quality for team members and our guests. One of our biggest goals for our F&B space was to provide a healthy environment for our team members – especially for those in the kitchen – to provide clean air for them to breathe.

26

Opposite Hotel Marcel's bar within the BLDG restaurant, known for its natural wine selections, craft cocktails and local beers.

Top The market at Hotel Marcel offers many locally sourced products, including Kraemer's favorite ice cream from Arethusa Farms, located only a short drive from the hotel.

Bottom Another view of the flexible lounge adjacent to the hotel lobby, where guests can mingle or the sales team can utilize as a semi-private event space.

StiR.mag by Hilton

CK: The market is also worth highlighting, both for its offerings and contribution to the mission of sustainability. The market adjacent to the hotel’s restaurant offers your guests so much more than packaged foods and conventional snacks. What products are you most proud to showcase in your retail space as examples of your regional sourcing and sustainability?

Kraemer Becker (KB): One of the things we really wanted to do with this project was to highlight local businesses and feature truly healthy items. We found it of great importance to encourage choices that can be wholesome for quick meals, in place of your run-of-the-mill options you often see in full service hotel markets.

One of the products we are most proud of is our coffee. Giv Coffee is a roastery based in Canton, CT, approximately fifty miles away from Hotel Marcel.

They have an amazing story. Giv scrutinizes the farmers they work with, ensuring that everyone in the production process received a fair wage, the beans

are purchased responsibly, and they even donate a portion of each bag sold to those in need. These are the types of companies that we want to support.

Another vendor we absolutely love is Aruthesa Farm. Similar to Giv Coffee, they have an incredible story. In the 19th century, the farm was owned by the Webster family, delivering milk and dairy products locally. Fast forward to 1999, the farm was obtained by former designer footwear executive, George Malkemus, and his colleague Anthony Yurgaitis, who began the process of revitalizing the farm while maintaining its founding roots. Today you can enjoy their milk and dairy products – from world champion cheese to our personal favorite – their “old fashioned ice cream” that is sold in our grab and go.

Apart from the market, we also utilized other smaller vendors for our F&B spaces, from locally foraged mushrooms in our housemade pasta dish in BLDG, to our bartenders’ aprons coming from meema, whose motto is “everyday goods made with upcycled denim & cotton.”

27

OPENING SPOTLIGHT.

Last but not least, we offer more than food and drinks in our retail space. We thought it was important to also include items that were geared towards travel and to encourage creativity – from moleskin notebooks to Bauhaus and brutalist architectural literature for those who are more curious about the design history of the hotel.

The walls at BLDG restaurant are covered with sustainable acoustic PET panels produced by DeVorm.

CK: Ok, last question is for you, Kraemer. The design of the restaurant is stunning. I know you are a fine artist by profession and had a major influence on that aspect of the development process. Can you share some of the special design moments in the space that may not be immediately obvious to a visitor?

The other aspect of design worth noting is the art collection within the space.

When it comes to art, the typical approach to public interior space tends to be the last thought. In those circumstances, the palette will be fixed and the art will be sourced to match that palette.

We took a different approach. The art that you see in our public spaces was included in the core development of each individual space. We thought about this very early on, and built upon that. The fine art collection in the hotel focuses on female artists who are inspired by the female leaders of the Bauhaus movement – our intention was to emphasize the intersection of Brutalist and Bauhaus movements. We also feature different textural art, sourced locally from artists in Connecticut, from sculptures to hanging textiles.

KB: The first thing that comes to mind are the acoustic panels that we installed in the restaurant space. They are designed by a company called DeVorm, and the specific product is called PET Felt Acoustic Panels. DeVorm’s PET Felt products contains post-consumer PET. Their PET Felt does not contain any lead or tin, nor does it emit any (VOC) off gasses. Their entire process is embedded in sustainable production, and it aligned perfectly with the look and feel we were going for.

28

StiR.mag by Hilton

Hotel Marcel was designed and branded by Dutch East Design. Dutch East Design is a branding and interior design studio specializing in hospitality, and based in Brooklyn, NY. The Hilton Brand F&B team developed the F&B program for Hotel Marcel alongside Bruce and Kraemer Becker and their project team.

BLDG, the hotel’s restaurant and bar, features contemporary American cuisine, with a focus on locally sourced products. Some of BLDG’s signature dishes include lobster rolls made with seafood from the coastal Atlantic region and ancient grain bowls utilizing sustainably sourced, organic produce from the surrounding region and independent farmers. The beverage program centers around Connecticut-based distilleries and breweries and an international wine menu showcasing organic, sustainable, bio-dynamic wines.

Apart from the on-site restaurant and bar, Hotel Marcel has a 24-hour graband-go market and over 12,000 SF of private event space.

To learn more about Hotel Marcel and its sustainability mission, check out Hilton Newsroom’s dedicated press release on Hotel Marcel, linked here.

29

CUISINE SPOTLIGHT.

CUISINE SPOTLIGHT.

INDIA 30

StiR.mag by Hilton

31

CUISINE SPOTLIGHT.

The last few years has seen an innumerable growth in the rise and demand of Indian cuisine all over the world. With its complex history and rich flavors, chefs across the globe have delved deep into the culinary nuances of Indian cuisine.

Whether spotlighting one of India’s many diverse regions to modernizing time-old dishes, or championing lesser-known ingredients and techniques, there is truly an experience for everyone to enjoy.

Indian cuisine reflects an extensive 8,000-year history of various cultures and groups interacting within the Indian subcontinent, leading to a diversity of flavors and regional cuisines found in modern-day India. While impossible to cover all of the diversity found in Indian cooking, the cuisine can be largely broken down into four regions: North, South, East, and West.

While the North is known for its rich curries and thick sauces paired with bread and fragrant yogurt, the South is known more for thinner sauces, coconut milk, lentils, and light aromatics. The East showcases a heavy focus on rice, milk, and vegetables, simply prepared with yogurts, seeds, and spices. And the West, arguably more cosmopolitan, is known for its spicy curries and chutneys. However, no matter the region, the common thread is the distinct mixing of spices that give Indian cuisine its appeal.

32

Baingan charta “cornettos” with whipped feta from Indian Accent in New Dehli (Below) Rasika's cuisine sample, Washington, D.C.

Incredibly unique and distinctly flavorful, it is no shock that Indian cuisine is on the rise. Chefs from all over the world are taking inspiration and writing a new chapter for this age-old cuisine.

We're no stranger to this ourselves, read on to hear from one of our team members, Fayaz Nazeer, who is actively working on a Indian cuisine themed concept for one of our properties in EMEA.

StiR.mag by Hilton

YOUR POCKET GUIDE TO AN INDIAN RESTAURANT MENU Feeling overwhelmed? We put together a little glossary of common words and dishes found in most Indian restaurants.

Aloo: Potatoes Biryani: Mixed rice dish with meat and spices Chana: Chickpeas Dal: Stewed, dried split lentils Gulab Jamun: An Indian sweet made from a dough consisting of milk solids soaked in a sugar syrup Korma: Meat or vegetables served in a curry sauce consisting of yogurt and spices Kulfi: Traditional Indian ice cream (01) Lassi: A sweet or savory drink blended from yogurt, spices, and often fruit Masala: A general term for any spice mix Paneer: A non-melting fresh cheese Papadum: A thin, crisp wafer made from lentil or chickpea flour (02) Raita: Yogurt based sauce often used to cool the palate (03) Vindaloo: A curry dish known for being spicy and hot (04)

01

02

03

04

33

F&B DEVELOPMENT.

34

StiR.mag by Hilton

FAYAZ NAZEER ON DEVELOPING AN INDIAN RESTAURANT CONCEPT Interview by Hannah Davies

As an expert on Indian cuisine and concept development, we sat down with Fayaz to learn more about the process of developing an Indian restaurant concept.

Fayaz Nazeer (Director Brand F&B Development Middle East, Afrika, Türkiye) creates innovative, award-winning F&B concepts for the EMEA brand F&B team. He previously worked for D.REAM Group project managing and opening the restaurant brand Nusr-Et, and conceptualizing and opening Ruya, Esquire Middle East’s best restaurant for 2018. He is passionate about bringing in creativity and technology into his work. Fayaz recently celebrated 5 years with Hilton.

35

F&B DEVELOPMENT.

HD: When you build an indian concept, what do you start with?

CURRY CHAAT & KEBABS

Hannah Davies (HD): In recent times we have seen Indian cuisine grow in popularity. what do you see as the key trends in Indian cuisine?

Fayaz Nazeer (FN): I think it comes down to authenticity and the nuance of all the regions of India. In the past, Indian cuisine was exported to parts of the world by those who may have found certain aspects of the cuisine they like (curries or chaat or kebabs) and then presented them together or in new ways like you would never see in India. Another phenomenon was the export of the cuisine by those with a very good understanding who then modified the cuisine to suit a more Western palate.

Our cuisine has a rich history and now there is far more understanding now, internationally, of the importance of regional difference and how to pair dishes and flavors. An example of a key trend is fermentation used for centuries in regional Indian cuisine and now that it has become big in the culinary world, we will see fermented traditional Indian dishes gaining momentum. India has always been associated with yoga, healing, and healthy eating (vegetarian, vegan). The healing properties of the spices used in Indian food has now come to the forefront and will continue to be a key trend.

36

FN: As you would expect, I begin with a lot of conversation with my partners on the project regarding the guest experience, commercial goals and positioning.

This is very much a fact-finding mission - and once I have these details the really creative conversations start to happen.

Often, I start with one thing like a name or an inspiration from the relevant culture - in this case, Indian culture - and then I build out the mood of the concept, the product, service style and a vision for the interiors. I recently built out an Indian concept for a resort in Morocco - it had previously been thought of as a nightclub, but we saw the potential for an authentic Indian concept over two floors.

For this, my inspiration was the Indian culture, North Indian cuisine with regional influences and the perceived duality of female persona in Indian culture - you have the very proper behavior in public but then also the rebellious touches. We wanted to create two different experiences of the same concept in each floor.

In this case we went for a cool, fun Indian gastro pub on the ground floor representing the rebellious fun side of the concept while keeping it more refined and sophisticated on the first floor. The ground floor has a signature bar counter with mixology and music, while the first floor has the show kitchen with tandoor ovens, and charcoal grill offering a theatrical experience where our chefs and service team members are the stars. The culinary direction combines the traditional with modern, providing a palate of aromas and flavors from parts of Northern India with regional influences to showcase the diversity of Indian cuisine.

The duality of the concept is interesting for me, and I believe it will captivate our guests also. Duality is brought into the venue through refined dining alongside the chaat cart and gastrobar below with cocktails and cuisine; the elegant and edgy sides together and the idea of the culture of the street sitting next to the most cultured segment of Indian society.

StiR.mag by Hilton

This Vogue India cover served as inspiration for the ground floor Gastropub.

37

F&B DEVELOPMENT.

38

StiR.mag by Hilton

THE TANDOOR AND THE CHAAT CART: THE AUTHENTIC CUISINE OF INDIA This Indian culinary concept is built around the tandoor oven and the Sigri (charcoal grill).

Aunty’s Dhal Slow simmered black lentil, ginger & garlic Shami Kebab Goat, bone marrow sauce, black cardamom Paratha Paneer Tikka Mustard-Nigella seeds marinade Tiger Prawns Tandoori Celery-dill-mint-coriander, black peppercorns, ginger, yogurt

ACCOMPANIED BY THE CHAAT CART OF THE STREETS Pani Puri India’s famous street food Dahi Puri Tamarind, Avocado, Yoghurt Mousse, Raspberry Chaat Masala Papadi Chaat India’s version of nachos

39

F&B DEVELOPMENT.

These opposites make a rich story for the branding team, operators to build out the menu detail, uniforms and sensory experience of colors, textures, tastes, and sounds.

HD: How do you name an Indian concept so that it has plenty of meaning for all international guests and still retains the authenticity you are looking for?

FN: In this case, the names came to me as I considered the theme of duality but also the vibrant, colorful nature of Indian cuisine and spices. By that time, I also knew that I had an impactful and vibrant concept in mind and the name was going to have to express all the optimism, soul, and cultural meaning of the core of the concept.

of the final menu, OS&E, staff we hire to represent the concept, music, artwork, uniforms.

I would also say that I love all of the details in any concept I create — in this case we created a theme for our cocktail menu with inspiration from the Indian term ‘Jugaad’ (a colloquial term which refers to a flexible approach to problem-solving that uses limited resources in an innovative way ) for the drinks menu — we turned convention upside down with the cocktail menu and wrote a list inspired by popular cocktails with an Indian twist.

Of course I cannot tell you the final decision as the concept is not launched, but the working title of the concept is "Zabardast" and it means fantastic or a colloquial term that refers to something that packs a punch; an apt description for the experience and the food we will serve. One word names are really on trend — often these one word names can represent a whole world of story telling.

We will work with a branding agency to come up with the final identity that stays true to the concept and vision.

HD: Tell me more about your favorite aspect of this project.

FN: As with all projects I will follow very closely the progress of the teams — I will personally brief all parties — the interior architects, kitchen technical consultants, branding agencies, chefs, management team and everyone involved in bringing this to life.

You asked me about my favorite parts. I like to pay particular attention to how we take this from the concept design (CD) that we have just completed to interior design (ID) that brings the concept alive in terms of look and feel, lighting, creating the right mood on both floors and finally the operations design in terms 40

Modern Indian Food Inspiration Ish Restaurant Australia

StiR.mag by Hilton

I also had some fun designing the categories for the cocktail menu — the section dividers for the premium cocktails, mid-range and the entry level are named as per the tickets on Indian trains — you have the 1st Class Cocktails and 2nd Class Cocktails. The Indians and those who have traveled to India will get the references.

HD: Any closing thoughts on how personally you will play your part in the future as a creator of Indian concepts outside of India?

FN: My personal mission is to showcase the diversity of Indian cuisine with concepts and cuisine from parts of India that have not been showcased enough outside of India. An example would be regional South Indian cuisine with signature dishes like string hoppers served with spicy fish gravy. Hoppers, a popular Indian restaurant in London has found huge success in this regard where they serve regional South Indian and Sri Lankan cuisine. The kind of mouth watering tasty food I grew up eating.

COCKTAIL INSPIRATION Drinks inspired by the vibrant culture and cities of India.

Bombae Blackberry, hibiscus tea, rhubarb, ginger, rose lemonade Madras Margarita Tequila, madras Masala, special spicy syrup, marina beach Salt Jaipur Paloma Mezcal, grapefruit soda, Pink Guava, Salt, lime Indian summer spiced sangria Red wine, sweet vermouth, orange, ginger, cardamom

Modern Indian Food Inspiration Hibiscus - a common ingredient Ish Restaurant Australia resulting in a fragrant, cranberry flavored herbal tea.

41

F&B DESIGN.

LIGHTING DESIGN FOR F&B

By Eelco Böhtlingk

Lighting can enhance all aspects of a restaurant or bar experience. Not only does it help in making sense of a space, menu, or materials, but it also affects our senses, our emotions, our health, and well-being, all of which are key drivers of experience and thus, revenue.

Great lighting concepts consider universal quality principles while simultaneously expressing F&B concept intent. A contemporary, 20 seat - Kaiseki has both a similar as opposing requirements to a 10,000 sq. ft. - food hall.

In this article, we take a look at common lighting design principles through the lens of restaurant and bar experience.

42

StiR.mag by Hilton

43

F&B DESIGN.

The following section considers critical aspects of restaurant and bar lighting design. These principles are helpful to gain a basic understanding of improving the lighting in a space and subsequently, working constructively with a lighting designer and Hilton design teams when improving upon it.

COHERENCE & COMPLEXITY The two environmental variables that determine someone’s reaction to a space are coherence and complexity. For example, if a guest enters a restaurant with insufficient light necessary to understand the space, it will feel incoherent and likely leave an unfavorable impression.

The response will be similar if the design is pedestrian or underwhelming. If, on the other hand, designers create an experience that guests can see and recognize, and it is sufficiently complex, they will be intrigued and engaged and will want to explore more. That is the goal of great lighting in restaurants and bars — to find the perfect balance between coherence and complexity.

44

LIGHTING CONTRAST The key to successful restaurant and bar lighting is layering light and using contrast throughout the space. There are four basic layers of lighting: general/ambient lighting, accent lighting, task lighting, and decorative lighting.

Lighting design considers both architectural as decorative lighting strategies to achieve the stated design goals, this includes the treatment and use of natural daylight. Layering lighting types together adds depth and dimension to any space.

Contrast is achieved by using increased illumination within the different types of light. This emphasizes featured items against the general light levels.

Contrast can be used to create visual hierarchies. For example, a 2:1 contrast ratio, whereby accent lighting is two times brighter than the general lighting level, creates very low contrast. Whereas a 30:1 contrast ratio will create a dramatic aesthetic. High lighting contrast should be applied with caution in spaces where there are strong functional demands, like lobbies and co-working spaces, but is essential for a theatric bar experience. By using contrast ratios purposely the end result is a space with high visual interest, depth, and dimension.

StiR.mag by Hilton

Opposite The use of ample ambient lighting creates a lower contrast level and makes this lobby bar a comfortable and easy to navigate space. Estuary - Conrad Washington, D.C., United States.

Left Here a intentional use of daylight results in an interesting light play combined with the various reflective surfaces.

Waldorf Astoria Dubai International Financial Centre, Bull & Bear.

Below Dramatic, high contrast lighting creates a theatric effect at this Japanese restaurant. RAKU - Canberra, Australia.

45

F&B DESIGN.

Accent lighting

Task lighting

Ambient lighting

Ambient lighting Ambient lighting

The Ray Hotel Delray Beach, Curio Collection by Hilton

46

StiR.mag by Hilton

Task lighting

47

F&B DESIGN.

LIGHTING LEVELS How much light do we really need? There is the matter of age, personal perception and concept intent, however, generally restaurants have lighting levels between 1.3 foot candles (fc — a universal light measurement) to 0.4 fc at the dining plate. Below this, even younger guests will have issues to read a menu. We need to discuss how to get there without illuminating the whole space and adversely, lowering lighting contrast.

includes using innovations such as movable pendant lighting on rails. In locations where installing ceiling — mounted lighting is not an option, consider rechargeable LED table lights. While they often do not provide sufficiently wide beam angles, and operationally add another element to manage, they are a valuable addition to the overall lighting vibe.

LED table lights that radiate light in all directions are not a substitution as they can only be used at a very low illumination level to ensure they do not become a distracting element.

TABLE LIGHTING

The image on the right shows both scenarios in one space, both are successful, but scenario (A) results in the best light quality.

The No. 1 area to improve lighting meaningfully is at the dining table. Under-lit tables make the most beautiful dishes look dull and unattractive. This certainly does not help your organic marketing efforts from diners and their social media followers.

On the other hand, bright lights with a wide beam, casting shadows on someone’s face will be a constant annoyance.

This happens far too often.

One of the best ways to deliver enough light to a table is by utilizing overhead lighting (track heads, mono-points or recessed downlights). While the following description might sound technical, it is critical to digest and understand.

To effectively illuminate a table, use a ceiling-mounted centered fixture with a beam (A) that has a narrow falloff (B) of ~6 in./ 15 cm), positioned at the middle of the plate. This ensures that the contrast between the table and plates isn’t too great. This also ensures that guests are not exposed to unattractive shadows and bright spots while eating.

It’s not an easy feat to get this right, especially in spaces where tables are frequently moved, but the principle is universal and worth pursuing. Even if it

48

TABLE COLOR MATTERS Table surface material and color should also be considered. A table with a black tablecloth, has only a minimal impact on light reflection. On the other hand, a white tablecloth or surface reflects up to 35 times more light — and only by using white plates, the light level at guests’ faces increases by a factor of 10. These are interesting considerations to keep in mind when building a lighting concept in service of an intended vibe.

GO OLD SCHOOL Candles have been used in dining rooms since the earliest days of restaurants.

The light emitted from candles not only lights the table, but casts the most beautiful light on guests’ faces. Candles generally deliver between 0.5 to 1.0 fc to the plate, and between 0.3 and 0.5 fc onto a guest’s face. Given that in most restaurants facial illuminance levels are well below 0.5 fc total, it stands that the inclusion of a well-chosen candle, or a LED table light, can make a difference.

StiR.mag by Hilton

A - Beam B - Falloff

B - Falloff

A - Beam

49

F&B DESIGN.

LIGHTING QUALITY Quality is often an ambiguous design term. But when I spoke earlier about elements that are universal truths, lighting quality expressed in color rendering index (CRI) is one.

What is CRI? Simply defined, CRI measures how light affects our perception of color, expressed on a 100 point scale.

A high CRI value makes colors of food and others appear natural and pleasant.

Two common references are daylight and high quality LED’s. On the other hand, fluorescent (CFL) tubes (back-ofhouse, office lighting) articulate the ways that low-quality lighting can make colors appear unnatural. Unpleasant and making colors appear unnatural.

Low CRI

50

It goes without saying that restaurants have high lighting quality requirements.

It is essential that food and beverage compositions appear beautiful and natural. From vegetables to beer, color is inherently linked to our feelings of taste and quality.

Good quality lighting has a CRI value above 85; for more critical applications, a 90 or above is preferred. Worth noting is that more advanced measurements are starting to get used, one being TM-30. Whatever the measurement, it is worth asking about light quality values. A reputable lighting designer ensures the right lights are used for each application.

High CRI

StiR.mag by Hilton

DESIGN PROCESS Restaurant and bar lighting should integrate naturally into any space and is a great mechanism to amplify aesthetics. On the flip side, lighting can make award-winning interior designs unpleasant and unsuitable for dining.

Opposite CRI compared with unnatural colors appearing on the left as the result of low CRI value lighting.

Top Neoz Apex rechargeable table light in brass.

Middle The Last Order LED Table Lamp by FLOS.

The design process to improve the lighting design of a space can be intimidating. It’s worth having the right partners by your side, often a lighting designer, interior designer and the Hilton design team.

At minimum, it is helpful to understand the basics of lighting design and realize when a lighting plan needs improvement. It all starts with awareness and intent to improve by those that run our restaurants — or own them.

Bottom Neoz Belingen Spring as down light version.

LIGHTING GLOSSARY Efficacy

Color Rendering Index (CRI)

The energy efficiency of a light source is called its efficacy, and is measured in lumens per watt. Good light sources can achieve over 100 lumens per watt.

CRI describes the quality of a light source. This measurement illustrates the ability of the light source to render the color of objects realistically.

Lumen (Lm)

Testing Method 30 (TM-30)

Lumen is a measure of the total quantity of visible light emitted by a source per unit of time.

TM-30 is a testing method for color rendering quality of LED fixtures. It expands from the original 8 or 14 (under CRI) to test 99 colors.

Lux (Lx) Lux is the measure of lumens per square meter.

Foot-candles (Fc - lm/ft2) The foot-candle is defined as one lumen per square foot.

Color temperature, K (Kelvin) The color temperature of a light source describes whether the light appears warm, neutral or cool. The higher the temperature, the whiter or cooler the light source appears.

51

F&B DESIGN.

Beam angle, 5-10o B - Falloff

Narrow beam spotlights as low as 5-10o are key to create the desired lighting effect for bars.

J. Boroski Shanghai.

52

StiR.mag by Hilton

I’d like to end this article by summarizing key aspects of lighting that need to be defined during a design process. A good F&B concept brief gives ample information of which to base these. It is therefore critical that the lighting designer works in tandem with an Interior Designer, from the start of the project. A design discipline like lighting can only be effective (quality and cost) when engaged early on. Even building positioning and architecture has a strong impact on the overall experience of light and can make lighting work with, or against you.

CRITICAL CONSIDERATIONS:  Color quality and temperature. What should the color temperature and color rendering index be?  Illumination level. Is the space generally a dark or bright environment?  Daylight strategy. How to make this work for the space and concept?  Contrast and uniformity. Should the lighting be high or low contrast?  Control and flexibility. Are there multiple uses for the space that have different lighting requirements?  Efficacy. What are the energy savings that could be achieved?  Sustainability. Green certification schemes like LEED have requirements on efficiency, control and exterior light pollution.

I find lighting and how it combines emotion with function endlessly fascinating, the most memorable F&B designs, more often than not, have a very high lighting quality. Even when you might not have realized it on the spot, that’s magic.

53

T Y P O GTRYAPPOHGY R

F&B BRANDINGH 1 HOW IT'S DONE

H 2

54

3

H 3

H 3 H 3

H 1

Memorable M Memora

H 2

H 2

The restaurant branding process can be daunting. It is not always clear where to begin. Determining reasonable budget expectations is equally challenging. Of the scores of creative agencies to choose from, not all are of equal caliber, and many can be difficult to work with. In short, there are innumerable ways that food and beverage branding can produce undue stress and sub-optimal results.

H 1

H 2

Signat Sig

In the natural course of the restaurant development process, this simple statement is often met with surprise. Questions pertaining to creative agency partners, timeline, process, trademarking, and costs abound.

Food and beverage branding is an essential piece of a holistic, well concepted restaurant. Its brand package — name, logo, color and type, patterns, printed elements, treatments — is one of the most direct ways that a restaurant communicates with its customers. Branding defines a restaurant or bar’s point of view, reinforcing the culinary story and desired experience in a way thatH can either attract and retain or repel prospective customers. For this reason alone, it is essential.

This article will study a recent re-branding project to demystify the process, call out key milestones, and document best practices.

54

Signature Signature

Effortle Effor T Y PT O Y PG OR G AR P A H PY H Y

ONE | "WE NEED TO BRAND THE RESTAURANT"

H 1

T Y P TOYGP ROAGP RH AY P H Y

By Richard Cohn

H 1

H 1

Effortless EffortlessLuxury Luxury

F&B BRANDING.

T Y TP YOPGORGA RP AH PY H Y H 1

H 1

H 2

Memorable Memorable Moments Moments

H 2

Signature Signature

EffortlessLuxu Lux Effortless

Signature Signature H 3

H 3

H 3 H 3

H 2

Memorable Moments Memorable Moments

H 2

Effortless Effortless Luxury Luxury Memorable Memorable Moments Moments

StiR.mag by Hilton

55

55

F&B BRANDING.

TWO | WHAT GREAT BRANDS DO

THREE | TO BRAND A CONCEPT

Consider the attributes that iconic brands share. They are market leaders, instantly recognizable, and often carry global relevance. But, above all, great brands carry emotional resonance with consumers: they offer a defined point of view that people can relate to and seek out. At its core, a brand is a promise. It signifies to a customer exactly what they should, and equally should not, expect.

Great brands engender loyalty and trust because they stand for a defined position and are consistent in the delivery of their proposition. It is challenging to build brand equity and loyalty, but once established, it is a powerful force. Restaurant branding follows similar principles and, in turn, stimulates similar outcomes.

For all its importance and global relevance as a tangible expression of the story of Waldorf Astoria, the original Peacock Alley logo was dated and had not been updated since its inception in 2012. With new properties opening in regions around the globe, we recognized that it was time to modernize the concept and give it the type of robust, holistic branding treatment that it deserves. When the question was posed: “What is the status of Peacock Alley?” it was immediately apparent that the answer was: “in need of a refresh.” With that decided, it was necessary to define the best way to realize the objective.

In other words, we needed to brand a restaurant concept.

Waldorf Astoria is Hilton’s premier luxury brand. With more than 100 years of history and a rich heritage that carries a resonance that transcends time periods and time zones, Waldorf Astoria represents the golden age of statement-worthy classic luxury hospitality.

With a global portfolio of iconic buildings in some of the world’s most desirable places, guests can expect impeccable service and unrivaled amenities that nod to the greatest of them all: Waldorf Astoria New York.

The branding process can often be foreboding. Even knowing how to take the first step is not always obvious. At its simplest, the branding process is linear in definition. It entails a series of iterative steps, beginning first with a vision and concept framework that ultimately becomes a fully developed brand identity. Imagine that each step of the process is a threshold in the journey.

If the concept requires additional definition or is not aligned with the vision, it is essential to course correct. Most agencies understand that refining and editing in real time is expected; tracking backwards and requesting modifications (read: change orders) after the fact delays the process and can often imply additional cost.

Peacock Alley is the brand’s lobby lounge concept. When the Waldorf and Astoria hotels merged, Peacock Alley was a grand and stately corridor where an entire generation of presidents, celebrities, and socialites came to ‘see and be seen.’ In its day, Peacock Alley New York was one of America’s great social spaces. Hence, as Waldorf Astoria grew from individual hotel to global portfolio, Peacock Alley was programmed into each hotel’s public areas program – a subtle, yet recognizable reminder of the brand’s origins.

56

StiR.mag by Hilton

57

F&B BRANDING.

STEP ONE | CHOOSING THE RIGHT PARTNER The first, and perhaps most important, step in the branding process is to choose the right partner. Creative agencies come in near endless shapes and forms.

Some focus on large-scale campaigns and global initiatives, others are small and specialized. They can range significantly in both cost and competence. For every barrier-breaking and progressive agency, there are an equal number that are challenging to work with and produce unremarkable results.

When evaluating the right partner for this project, the first step is to consider the size and profile of agency to target.

Hospitality-focused, boutique, young, passionate — these were the core character qualities that we looked for when beginning the agency selection process for the Peacock Alley refresh.

To approach the market with any opportunity, it is important to issue a detailed scope of work, or RFP (request for proposal), that allows candidate firms to properly understand and scope the project.

A robust RFP clearly articulates what is expected from the engagement. It must, in a comprehensive and clear way, list

the full set of expected deliverables. In the context of food and beverage, this means thinking about how many menus are necessary, what collateral is essential to create, whether the space requires a website, and more. This exercise can be useful to help refine concept ideas and allows the team to decide whether certain elements are meaningfully additive to the experience or are nice, but ultimately unnecessary.

STEP TWO | CONSULTANT INTERVIEWS AND CONTRACTING With a completed Peacock Alley RFP shared, our team began to discuss the opportunity with several agencies.

Ultimately, we presented the project to six hospitality-focused boutique firms.

In these discussions, it is important to clearly explain objectives and expectations. Open dialogue about scope, schedule, and a tangible definition of success helps to clarify which agency is right to work with. During consultant interviews, listen closely to tone: Does the agency founder or creative director sound genuinely excited or is this just another meeting? Look at their body language:

Crown Creative

Crown Creative

WALDORF ASTORIA - PEACOCK ALLEY BRANDING PROPOSAL

WALDORF ASTORIA - PEACOCK ALLEY BRANDING PROPOSAL

58

Project Name

Peacock Alley Rebrand

Client

Hilton

Valid Until

Aug 30

hello@crowncreativenyc.com

51 Hill Street, Belfast

crowncreativenyc.com

61 Greenpoint Avenue, Brooklyn

Project Name

Peacock Alley Rebrand

Client

Hilton

Valid Until

Aug 30

hello@crowncreativenyc.com

51 Hill Street, Belfast

crowncreativenyc.com

61 Greenpoint Avenue, Brooklyn

IG @crowncreativenyc

IG @crowncreativenyc

StiR.mag by Hilton

16

What are we trying to achieve? And how do we get there?

The agency's first task was to define success. They distilled the project objective into a simple and tangible mission statement. In the first series of meetings, we identified attributes that reflect the final intent of the re-brand.

To create a timeless and enduring experience by continuing to evolve and redefine the meaning of luxury.

2021

CROWN CREATIVE

34

Look & Feel Choose 3-5 attributes and really reflect on what they stand for and why.

Bold

Masculine

Warm

Iconic

Refined

Feminine

Cultured

Colorful

Serious

Playful

Worldly

Confident

Adventurous

Charming

Glamorous

Intellectual

Imaginative

Innovative

Forward-looking

Desirable

Delightful

Mature

Cosmopolitan

Sophisticated

Dependable

Calm

Energetic

Sincere

Familiar

Luxurious

Distinct

Compelling

Formal

Unforgettable

Caring

Consistent

Strong

Mysterious

Alluring

Sensorial

Whimsical

Elegant

Quality

Modern

2021

CROWN CREATIVE

Are they fully engaged in the call or sending messages in the background?

Consider what they disclose and what they avoid. Ask for references, review their portfolio of past work, and in full candor, use your best judgment. If the firm does not resonate as being the right fit, there is a good chance it will not be.

With the interview process complete and the agency chosen, work through the contracting process diligently and issue the first payment – according to agreed-upon contract terms – before beginning any work.

STEP THREE | THE KICK-OFF Finally, the first creative meeting. Every agency will have their own process, but generally will request an introduction or kick-off conversation. This is an invaluable opportunity to explain the full details of the project and define success.

If the branding exercise is for a specific restaurant or bar, review the concept brief in detail. Explain both verbally and with reference images the space’s narrative and positioning. Sample menus can demonstrate concretely how the vision will come to life. They also help an agency understand collateral needs.

59

F&B BRANDING.

For its part, Peacock Alley is a concept steeped with genuine historical and cultural lore. The original was an iconic social space in New York’s most important hotel. After offering an abbreviated story of Peacock Alley to our new agency partner, we made clear that the new concept had to be something more than an expression of the past. Like the Waldorf Astoria brand on balance, we articulated a desire for the new Peacock Alley identity to be fresh and contemporary, adopting a rich and luxurious palate that is at once timeless and boundary-pushing. We discussed the heritage luxury hotel landscape, spoke to current and enduring trends, and offered examples that, in our view, embodied success.

In this first meeting, explain the project’s guiding parameters – what it is and what it should not be. Relative to process, do not shy away from stating a preferred engagement and communication method.

If standing meetings are not practical, say so at the outset. Like nearly all longterm relationships, success is built upon a foundation of trust and open communication. Some agency partners are happy to speak over text message and will take impromptu phone calls. Others will insist on more regimented standing meetings.

Take the time to define these cadences at the outset.

60

The original Peacock Alley logo was successful in its time, but was due for a refresh.

STEP FOUR | VISION AND MOOD BOARDS The creative process required to develop a new brand is at its core iterative.

A successful brand concept is realized when a small idea or initial thread grows, evolves, and is refined with time to become something whole: thoughtful and expressive of an overarching idea.

Setting the strategy and establishing the early vision often happens when an agency, through reference images, type styles, color swatches, and material boards, takes the first step in defining the ethos and guiding identity for the brand.

This can be called the mother concept, master graphic, or guiding vision. This is the referential foundation from which the creative teams tasked with developing a brand concept will build.

StiR.mag by Hilton

A mood board is more than an abstract set of pictures that look nice on a page. It should be approached with attention and reviewed with care. Look at each image or expression individually to see what it represents. Then, study the composition as a cohesive system and decide if it reflects the desired outcome. Consider whether it is too formal, too muted, too pedestrian. It pays to ask these challenging questions at the outset to set the project on the right long-term path.

For Peacock Alley, we could glean clearly from the initial mood boards and reference images what aligned with the ultimate vision for the refreshed concept and what missed the mark. We offered detailed feedback and allowed the creatives to dive into the core of their work, confident that all were aligned around a singular vision and approach.

Crown Creative

43

Pattern

The early Peacock Alley mood boards were instrumental to define the mood and direction for the concept. Our team noted the images were emblematic of the vision and those that missed the mark.

2020

CROWN CREATIVE

Crown Creative

42

Iconography

2020

CROWN CREATIVE

61

F&B BRANDING.

STEP FIVE | BUILDING THE BRAND BOOK

a handsome monogram that played off notions of a peacock’s plumage, but in an unexpected way.

With a direction set, the steps to deliver a concept’s brand book are set in motion.

The brand book houses each component of the concept. From logo treatments and the font package to color pantones and usage guidance, a brand book provides the final word for any holistic concept identity.

Given Waldorf Astoria’s global portfolio of hotels and resorts, it was also important to develop a color palate with enough versatility to feel appropriate in both Rome and Beverly Hills. Responding to this challenge, the team created two concepts — one darker and more urban in feel, the other light and free-flowing, perfect for more relaxed destinations.

A restaurant or bar logo can contain a primary and secondary treatment, which could be an icon, monogram, or other abbreviated expression that gives the system additional latitude. Leaning into the clean and timeless aesthetic that felt right for the new Peacock Alley, our partners created a crisp wordmark and

All along the way, the working team listened to functional requirements, responded to feedback, and ultimately produced a brand system that is timeless and special, a perfect encapsulation of Waldorf Astoria.

Monogram Inspired by a peacock’s plumage, our unique monogram should be used where it is not possible or appropriate to use the wordmark e.g.

Small Print Menu Detailing Favicon Stationery

8

CONCEPT GUIDELINES

Wordmark The primary identity has been created to appear in multiple different colorways to allow for flexible usage across locations.

Both color palettes can be used for the wordmark, as well as a luxury gold foil finish where appropriate.

CONCEPT GUIDELINES

62

7

StiR.mag by Hilton

STEP SIX | COLLATERAL AND APPLICATIONS Approving the brand book is a significant step along the branding journey. At that point, the agency is released to begin designing collateral. With food and beverage branding projects, it is common to see a well-worn line of predictable branded collateral – menu covers, paper coasters, matchbooks, apron stitching, lapel pins. To begin the collateral phase, it can be informative to create a requirements list for the agency to reference and expand from. It details operating meal periods, menu types and needs, anticipated menu item volume, and other collateral requests. Beyond the fundamentals, challenge the creative team to propose new collateral expressions: fun

and surprising elements that leave an impression with guests. Above all, when developing a collateral suite, ensure it is both practical and sustainable in the long term. A fully developed printed collateral suite carries cost implications and must be sustained by the teams operating the restaurant. Consider what items can be printed in-house and what is worth the investment.

A well-defined collateral system makes meaningful difference in a restaurant.

These are memorable items that guests touch, feel, and can take away with them.

A menu is one of the first touch points that can make a real impression with guests. Time and care should be brought to envision and implement a system that pays homage to the restaurant or bar’s point of view but is delivered in a manner that is practical and sustainable.

Sample Menu Inners: Original Cocktails

A NOTE FROM OU R MASTE R BARTEND ER

THE ORIGINALS MEET ME AT THE CLOCK

These cocktails are a set of Peacock classics; shaken & stirred for everyone who’s anyone in New York City since 1931.

Rum meets with sweet vanilla and tropical fruits, in this sweeet cocktail, finished & uplifted with bubblies.

98

Frank Caifia

OSCAR OF WALDORF A tribute to Oscar Tschirky the inventor of Waldorf salad.

This cocktail is long, spiced and full of surprises.

81

OSCAR OF WALDORF A tribute to Oscar Tschirky the inventor of Waldorf salad.

This cocktail is long, spiced and full of surprises.

81

Note from Master Bartender as introductory page of Bar Book

Standardized dividers across locations.

S P E C I F I C AT I O N S

Ultimately, the success of branding comes when the graphic and tactile elements of a concept aid in telling its story. Great restaurants and award-winning bars are popular and successful because they define their position and reinforce it through every touch point of the experience. These details can feel insignificant as singular elements. But placed together, they create a cohesive

Signature pages can be standard across locations

Pages can feature illustration per page or multiple per page based on content

19

and genuinely memorable dining experience for guests.

Our team, having worked through a great many branding processes, is always available to review proposals, provide guidance, and offer another perspective to consider. We look forward to connecting over the phone or at a Peacock Alley near you.

63

BEVERAGE TRENDS.

THE RISE OF POPUP BARS

By Jessica Lu

Pop-up concepts have gained popularity in recent years. With an incredible amount of versatility, flexibility, and novelty, the concept has been a proven win for both its guests and owners. While a pop-up bar can range from simple to complexly extravagant, the underlying heart of the popup is the fact that the bar will go where the customers are. This adaptability has given the pop-up bar a staying power that has the ability to increase buzz and revenue for any food and beverage venue.

64

StiR.mag by Hilton

65

BEVERAGE TRENDS.

SEASONAL BARS

BY THE WATER Summer is here, and it is the perfect time to entice parched guests with a pop-up bar concept. As people make their ways to the pool, beach, and any other area that will offer a bit of cool respite against the heat of summer, a pop-up bar may be just the place to look.

Last year, Corona launched a first-of-itskind, eco-friendly, pop-up beach bar on Porthminster beach in the UK (cover image). Built exclusively out of sand, clay, wood, and bamboo, the pop-up created an intriguing gathering space that was not only popular but also worked with the natural landscape. With the droves of tourists flocking to beaches and pools during the summer months, pop-up experiences can create a natural anchor for socializing and reenergizing.

ON THE ROOF Similarly, rooftops are a great area that can be upsold with a pop-up bar concept. This summer, Eataly Los Angeles’ rooftop restaurant, Terra, has partnered with The Craft Spirits Cooperative and El Pintor Spirits to host “Agave in Color”, a pop-up bar experience during summertime Sunday brunch. Four exclusive tequila and Mezcal cocktails are featured, each one inspired by a famous painting. This simple execution paints a compelling story that will help drive more excitement around the venue. Easy to execute and fun for all guests, creating a simple pop-up bar concept can be incredibly effective in driving business.

Rooftop environments already have a certain allure to guests; adding a pop-up experience will enhance the experience and capture more revenue during the busy summer months.

66

Roof pop-up Eataly Los Angeles' Agave in Color rooftop pop-up bar experience.

StiR.mag by Hilton

TREND ALERT Take advantage of the summer weather and outdoor real estate by adding a mobile bar. This temporary station is the perfect way to capitalize on the larger occupancy that occurs during the in-season. Featuring treats such as boozy snow cones, popsicles and ice cream, pop-up bars can be an instant crowd pleaser. If you want to take the experience to the next level, try adding pet-friendly pop ups so that all guests, including our four-legged friends, can enjoy the pop-up experience.

67

BEVERAGE TRENDS.

VEUVE CLICQUOT IN THE SNOW POP-UP IN AUSTRALIA

EB: Has high compression- also, this is a bundle summer issue for most of the readers The winter season is the time to up and stay inside, and what better way canwithwe find a more relevant image? to keep someone entertained than an indoor pop-up bar experience. Fitting the winter vibe with some hygge-inspired décor, a cozy environment, and a warm alcoholic beverage may be the best thing to help passersby brave the colder months.

An extravagant example of this is the Australian winter pop-up, Veuve Clicquot in the Snow. Featuring stunning igloos, textural winter styling, and plenty of Veuve Clicquot Champagne, the popup is a signature way to experience the winter months in comfort.

68

StiR.mag by Hilton

THEMED POP-UP A good theme can help take your pop-up experience to the next level. Derek Brown, an American mixologist, has proven the popularity of themed pop-ups. Some of his bar themes have included Netflix’s Stranger Things, the DC Cherry Blossoms and, perhaps the most popular of them all, Game of Thrones, proving that there seems to be no shortage of exciting, themed ideas. As one of the first early adopters of this concept, Brown’s creativity proved to be successful with each one being more extravagant than the next. Hundreds of guests are willing to wait in line for hours to appreciate one of Brown’s themed pop-up bar experiences.

A themed pop-up bar can let the owner have control over attracting the right type of audience for the space. With Brown’s Game of Thrones pop-up, for example, the audience that came to the pop-up was incredibly diverse compared to the audience of a normal wine bar experience.

Themed pop-up experiences give people the chance to stretch their imagination and create a unique event that cultivates buzz that can set them apart from other bars and restaurants.

PARTNERSHIPS Liquor brands have caught on to the fact that pop-up bars can be beneficial for business. Monkey 47, a German gin, partnered with Waldorf Astoria DIFC to launch a successful pop-up bar experience in Dubai. Visitors were able to enjoy gin, learn about the product, and engage with the brand through social media-friendly photo opportunities.

This same idea can be applied to virtually any alcohol brand. By creating partnerships with high profile or, better yet, locally relevant brands, a pop-up bar can have a cohesive vision without requiring too much overhead. It can also serve to connect a brand with audience members by reminding them of what they love about the product. By spotlighting a specific alcohol, the pop-up experience creates a symbiotic experience among the venue, brand and guests.

TAKE AWAY The magic of these pop-up experiences is that the bar goes where the customers are. This is an incredibly powerful tool to help deliver real business value to a hotel or food and beverage venue. Pop-up bars can run the gamut in terms of cost and extravagance, but regardless, it is a great opportunity to generate revenue in a multitude of scenarios. With incredible flexibility, mobility, and excitability, a pop-up bar experience might be exactly what is needed.

69