Stir.Mag #2

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EDITORIAL TEAM Eelco Böhtlingk - Catherine Ker - Jessica Lu - CONTRIBUTORS Mona DianMayaJoepKevinJonathanFayazSeanHannahAdamRichardStuartZarraYasmijnAlaghaBaasBarkiClarkeCohnCrociniDaviesKaplanNazeerOngQuinnSondeijkerVincelliWidjaja WITH OUR GRATITUDE Larry NancyKraemerBruceTraxlerBeckerBeckerSilverton 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. Missed the previous issue? Click below to access. Running Title 02


12 Introducing Hilton Singapore Orchard and the remarkable Nancy Silverton.Starting from an overview into the cuisine of India followed by a master class in F&B development.concept 20 The mission was clear: Passive House certified, accomplished.operations.andsupercharged,locallynet-zeroMission 08 SPOTLIGHT.OPENING SINGAPOREHILTON 30 SPOTLIGHT.CUISINE INDIA SPOTLIGHT.OPENING MARCELHOTEL INTRODUCTION. JONATHAN The newest addition to our team, Jonathan, has quite the designer background. We interview him and learned a lot in the process. StiR.mag is for internal distribution only.04THIS ISSUE.

CONCEPT GUIDELINES 8 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 StationeryFaviconDetailing 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. The process of F&B brand development through a case study of the new brand identity of Peacock Alley. 64 TRENDSPOTTING. BARSPOP-UPOFRISETHE 42 DESIGN.F&B F&BFORDESIGNLIGHTING 54 BRANDING.F&B DONEIT'SHOW 05 StiR.mag by Hilton

PERSPECTIVES. Regale at the Hotel Saski Krakow, Curio Collection by Hilton06WELCOME.

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 experi ences 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 behav ior 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.

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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. Interview by Eelco Böhtlingk MEET JONATHAN ONG08INTRODUCTION.

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.

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

Eelco Böhtlingk (EB): What did you learn from working for hospitality interior design Jonathanfirms?Ong (JO): A detailed eye for the aesthetic and an acute spatial aware ness 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 execut ing it to perfection, is not.

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

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

My design mentor, who was also my stu dio director, emphasized constantly that in order for an interior design of a restau rant 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 build ing concepts for bespoke projects.

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

Mindmapping and a brainstorming ses sion 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.

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 re search on local sense of place are my starting points that trigger the creative process. Picking off culture, sights, ar chitecture, 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.

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

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

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

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

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 )

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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 stan dard. 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 expe rience 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.

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)?

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

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 sub jective, 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 de tail 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.

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: What might surprise us about you?

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

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 al ways 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.

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.

Hilton Singapore Orchard. Estate OPENING SPOTLIGHT. 12

By Zarra Barki & Jessica Lu

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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 condu cive to connecting with others as well as the local culture.

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.


Finally, guests will encounter the well established, two star Michelin, Shisen Hanten and award-winning local heritage brand Chatterbox at the Hotel. Specializ ing in Sichuan delicacies and Singapor ean classics, respectively, they provide a familiar outpost and cuisine to the area. With so many incredible food and bever age 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 some thing for everyone in this modern mecca.

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 pep per farms, Estate seamlessly blends the historical heritage aesthetic with modern influences while still exuding a warm and inviting ambiance.


MOZZA 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.


Ginger Lily is a multi-faceted lounge and bar experience that provides a sophis ticated, 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 inti mate spaces.


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 recit ed by heart – great classics that are done well. The newest restaurant in Singapore will feature a reinvigorated menu of clas sics 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.”

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 sour dough 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-dimen sional culinary scene.


Nancy Silverton Celebrated American chef and creator of Osteria Mozza



with Egg, Leek, and Anchovy Crostini Left Whole Branzino alla Piastra with Herb Salad and Charred Lemon Right Garganelli Ragu Bolognese StiR.mag by Hilton17

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 butter scotch budino recipe. dishes Top Nancy’s Caesar

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 BUDINOBUTTERSCOTCHRECIPE18OPENING SPOTLIGHT.


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

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

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


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

STEP THREE Make the caramel sauce


• Whisk in the remaining butterscotch, then boil, whisking constantly, un til the custard is very thick, about 2 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.

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

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

• Add 1 cup of the prepared butter scotch, whisking constantly.

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

• Cook over medium-high heat, swirl ing the pan just slightly to gauge the caramelization, until the sugar be comes a medium amber color, about 10 minutes.

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• 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.

• 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.

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

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

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

• Bring the mixture to a boil, then low er the heat to medium.


STEP Meanwhile,FIVE make the whipped crème

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

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

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 elec tricity 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 build ing exudes the Brutalist architecture of its original era. When owners Bruce and Kraemer Becker purchased the historical location, they vowed to create an indus try-leading beacon for sustainability. And so, they did.

By Catherine Ker



Bruce Becker StiR.mag by Hilton21

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 ex perience. BLDG, the on-site restaurant and bar, was the brainchild of the Beck er’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 neces sary), a menu of regional American cui sine (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 stan dard sundries, local products speckle the shelves – from a hand-selected cof fee company in a neighboring county, to healthy and wholesome snacks that fuel their guest’s hunger for adventure.


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

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

We sat down with Bruce and Kraemer to discuss their inspiration, thought process, and takeaways, following a suc cessful 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 les sons 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?

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Bruce Becker (BB): The way we see it, sustainability doesn’t mean anything un less 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 high light that by doing these things there is no compromise for our guests. In fact, we believe it enhances the guest expe rience and creates an enriching connec tion 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 de licious vegetarian and vegan meals pre pared 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 pro duced 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 inhab iting, all the while, making our lives more enjoyable and enriching.

Hotel Marcel New Haven, Tapestry Collection By Hilton OPENING SPOTLIGHT. 24

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


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.

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.

CK: Well said, our team constantly ref erences 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 BB:ubiquitous? 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-elec tric 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 restaura teurs 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 ben efits – green kitchens reduce HVAC and elevate indoor air quality for team mem bers and our guests. One of our biggest goals for our F&B space was to provide a healthy environment for our team mem bers – especially for those in the kitchen – to provide clean air for them to breathe.

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 Antho ny Yurgaitis, who began the process of revitalizing the farm while maintaining its founding roots. Today you can en joy 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 spac es, 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.”

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 choic es that can be wholesome for quick meals, in place of your run-of-the-mill options you often see in full service ho tel Onemarkets.oftheproducts we are most proud of is our coffee. Giv Coffee is a roastery based in Canton, CT, approximate ly fifty miles away from Hotel Marcel. They have an amazing story. Giv scru tinizes 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.

CK: The market is also worth high lighting, both for its offerings and contribution to the mission of sustain ability. 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?

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KB: The first thing that comes to mind are the acoustic panels that we installed in the restaurant space. They are de signed 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 gas ses. Their entire process is embedded in sustainable production, and it aligned perfectly with the look and feel we were going for. The other aspect of design worth not ing is the art collection within the space. When it comes to art, the typical ap proach to public interior space tends to be the last thought. In those circum stances, 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 in cluded 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 move ment – 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 hang ing textiles. The walls at BLDG restaurant are covered with sustainable acoustic PET panels produced by DeVorm.


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 mole skin notebooks to Bauhaus and brutalist architectural literature for those who are more curious about the design history of the hotel.

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 pro cess. Can you share some of the special design moments in the space that may not be immediately obvious to a visitor?

29 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 surround ing region and independent farm ers. The beverage program centers around Connecticut-based distill eries and breweries and an international wine menu showcasing organ ic, 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. StiR.mag by Hilton29


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Incredibly unique and distinctly flavor ful, 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 con cept for one of our properties in EMEA.

The last few years has seen an innumer able 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 in gredients and techniques, there is truly an experience for everyone to enjoy.

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

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 bro ken down into four regions: North, South, East, and West. While the North is known for its rich cur ries 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 yo gurts, seeds, and spices. And the West, arguably more cosmopolitan, is known for its spicy curries and chutneys. How ever, no matter the region, the common thread is the distinct mixing of spices that give Indian cuisine its appeal.


Korma: Meat or vegetables served in a curry sauce consisting of yogurt and spices

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)

Chana: Chickpeas Dal: Stewed, dried split lentils

Feeling overwhelmed? We put together a little glossary of common words and dishes found in most Indian restaurants.

Gulab Jamun: An Indian sweet made from a dough consisting of milk solids soaked in a sugar syrup

Aloo: Potatoes Biryani: Mixed rice dish with meat and spices

Raita: Yogurt based sauce often used to cool the palate (03) Vindaloo: A curry dish known for being spicy and hot (04) YOUR POCKET GUIDE TO AN INDIAN RESTAURANT MENU 01 02 03 04

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Kulfi: Traditional Indian ice cream (01)


FAYAZ NAZEER ON DEVELOPING AN INDIAN RESTAURANT CONCEPT Interview by Hannah Davies 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 open ing 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. Hilton35

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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.

For this, my inspiration was the Indian culture, North Indian cuisine with region al 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 experi ences of the same concept in each floor.



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.

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 cui sine 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 phe nomenon 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 re gional difference and how to pair dishes and flavors. An example of a key trend is fermentation used for centuries in re gional 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 fore front and will continue to be a key trend.

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

Often, I start with one thing like a name or an inspiration from the relevant cul ture - 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.

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 the atrical experience where our chefs and service team members are the stars. The culinary direction combines the tradition al with modern, providing a palate of aro mas and flavors from parts of Northern India with regional influences to show case the diversity of Indian cuisine.

FN: As you would expect, I begin with a lot of conversation with my partners on the project regarding the guest experi ence, 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.

This Vogue India cover served as inspiration for the ground floor Gastropub. 37 StiR.mag by Hilton


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 THE TANDOOR AND THE CHAAT CART: THE CUISINEAUTHENTICOFINDIA 39 StiR.mag by Hilton

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?

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

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.

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.

Modern Indian Food Inspiration Ish Restaurant Australia

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 Ofconcept.course

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, cre ating the right mood on both floors and finally the operations design in terms of the final menu, OS&E, staff we hire to represent the concept, music, artwork, Iuniforms.wouldalso say that I love all of the details in any concept I create — in this case we created a theme for our cock tail menu with inspiration from the Indian term ‘Jugaad’ (a colloquial term which refers to a flexible approach to prob lem-solving that uses limited resourc es 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.



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

Hibiscus - a common ingredient resulting in a fragrant, cranberry flavored herbal tea.

FN: My personal mission is to showcase the diversity of Indian cuisine with con cepts and cuisine from parts of India that have not been showcased enough outside of India. An example would be regional South Indian cuisine with sig nature 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.

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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 I also had some fun designing the categories for the cocktail menu — the section dividers for the premium cock tails, 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.

F&B 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, concepts consider universal quality principles while simultaneously expressing F&B concept intent. A contem porary, 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. By Eelco Böhtlingk



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The key to successful restaurant and bar lighting is layering light and using con trast throughout the space. There are four basic layers of lighting: general/am bient lighting, accent lighting, task light ing, and decorative lighting. Lighting design considers both architec tural as decorative lighting strategies to achieve the stated design goals, this in cludes 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. Where as a 30:1 contrast ratio will create a dra matic aesthetic. High lighting contrast should be applied with caution in spac es where there are strong functional demands, like lobbies and co-working spaces, but is essential for a theatric bar experience. By using contrast ratios pur posely the end result is a space with high visual interest, depth, and dimension.


The two environmental variables that de termine someone’s reaction to a space are coherence and complexity. For example, if a guest enters a restaurant with insuf ficient 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 ex perience that guests can see and recog nize, 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.

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 COHERENCEit.


Opposite The use of ample am bient lighting creates a lower contrast level and makes this lobby bar a comfortable and easy to navigate space. Estu ary - Conrad Washington, D.C., United States. Left Here a intentional use of daylight results in an interest ing light play combined with the various reflective surfaces. Waldorf Astoria Dubai Interna tional Financial Centre, Bull & Bear. Below Dramatic, high contrast lighting creates a theatric effect at this Japanese restaurant. RAKU - Canberra, Australia. StiR.mag by Hilton45

The Ray Hotel Delray Beach, Curio Collection by Hilton Ambient lighting Task lighting Ambient lighting AmbientAccentlightinglighting46F&B DESIGN.

Task lighting 47 StiR.mag by Hilton

The No. 1 area to improve lighting mean ingfully 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 ef forts from diners and their social media

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 us ing 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.

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 beau tiful light on guests’ faces. Candles gen erally 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 restau rants facial illuminance levels are well below 0.5 fc total, it stands that the in clusion of a well-chosen candle, or a LED table light, can make a difference.

LED table lights that radiate light in all directions are not a substitution as they can only be used at a very low illumina tion level to ensure they do not become a distracting element. The image on the right shows both sce narios in one space, both are successful, but scenario (A) results in the best light quality.



Onfollowers.theother hand, bright lights with a wide beam, casting shadows on some one’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 re cessed 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 con trast 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 includes using innovations such as mov able pendant lighting on rails. In loca tions 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 an other element to manage, they are a valu able addition to the overall lighting vibe.



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 illu minating the whole space and adversely, lowering lighting contrast.


B - FalloffA- Beam A - Beam B - Falloff 49 StiR.mag by Hilton

Low CRI High CRI

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


What is CRI? Simply defined, CRI mea sures 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 mak ing colors appear unnatural. It goes without saying that restaurants have high lighting quality requirements. It is essential that food and beverage compositions appear beautiful and nat ural. From vegetables to beer, color is inherently linked to our feelings of taste and Goodquality.quality lighting has a CRI value above 85; for more critical applica tions, a 90 or above is preferred. Worth noting is that more advanced measure ments are starting to get used, one being TM-30. Whatever the measure ment, it is worth asking about light qual ity values. A reputable lighting designer ensures the right lights are used for each application.


Middle The Last Order LED Ta ble Lamp by FLOS. Bottom Neoz Belingen Spring as down light version. Efficacy

Top Neoz Apex rechargeable table light in brass.

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. mag by Hilton51

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 improve ment. It all starts with awareness and intent to improve by those that run our restaurants — or own them.

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

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. Lumen (Lm) Lumen is a measure of the total quantity of visible light emitted by a source per unit of time. 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 Rendering Index (CRI) CRI describes the quality of a light source. This measurement illustrates the ability of the light source to render the color of objects realisti cally.

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


Testing Method 30 (TM-30) 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.


Beam angle, 5-10 o B - Falloff Narrow beam spotlights as low as 5-10 o are key to create the desired lighting effect for bars. J. Boroski Shanghai.52F&B DESIGN.

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 architec ture has a strong impact on the overall experi ence of light and can make lighting work with, or against you.

I find lighting and how it combines emotion with function endlessly fascinating, the most memora ble 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.

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.

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TYPOGRAPHY SignatureH1 H2 H3LuxuryEffortlessTYPOGRAPHY SignatureH1 H2 H3LuxuryEffortless TYPOGRAPHY H1 LuxuryEffortlessTYPOGRAPHY H1 TYPOGRAPHYLuxuryEffortless Signature H3H2H1 Effortless Memorable TYPOGRAPHY Signature H3H2H1 Effortless Memorable Moments F&B BRANDING. 54 F&B BRANDING HOW IT'S DONE



In the natural course of the restaurant development process, this simple statement is often met with sur prise. 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 that can either attract and retain or repel prospective cus tomers. For this reason alone, it is essential. The restaurant branding process can be daunting. It is not always clear where to begin. Determining reason able 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. This article will study a recent re-branding project to de mystify the process, call out key milestones, and docu ment best practices. By Richard Cohn

TYPOGRAPHY Signature H3H2H1 Effortless Luxury Memorable Moments TYPOGRAPHY Signature H3H2H1 Effortless Luxury Memorable MomentsMemorable Moments Memorable Moments SignatureH2 H3LuxuryEffortless Memorable MomentsSignatureH2 H3LuxuryEffortless Memorable Moments StiR.mag by Hilton55 55

Waldorf Astoria is Hilton’s premier lux ury brand. With more than 100 years of history and a rich heritage that car ries a resonance that transcends time periods and time zones, Waldorf Astoria represents the golden age of state ment-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 PeacockYork.

THREE | TO BRAND A CONCEPT For all its importance and global rele vance 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 recog nized that it was time to modernize the concept and give it the type of robust, holistic branding treatment that it de serves. 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. The branding process can often be fore boding. 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 itera tive steps, beginning first with a vision and concept framework that ultimate ly becomes a fully developed brand identity. Imagine that each step of the process is a threshold in the journey. If the concept requires additional defi nition 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; track ing backwards and requesting modifi cations (read: change orders) after the fact delays the process and can often imply additional cost.

TWO | WHAT GREAT BRANDS DO 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 posi tion and are consistent in the delivery of their proposition. It is challenging to build brand equity and loyalty, but once estab lished, it is a powerful force. Restaurant branding follows similar principles and, in turn, stimulates similar outcomes.

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, celeb rities, and socialites came to ‘see and be seen.’ In its day, Peacock Alley New York was one of America’s great social spac es. Hence, as Waldorf Astoria grew from individual hotel to global portfolio, Pea cock Alley was programmed into each hotel’s public areas program – a subtle, yet recognizable reminder of the brand’s origins.


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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 signifi cantly in both cost and competence. For every barrier-breaking and progressive agency, there are an equal number that are challenging to work with and pro duce unremarkable results.


WALDORF ASTORIA - PEACOCK ALLEY BRANDING PROPOSAL Project Name Peacock Alley Rebrand Client Hilton Valid Until Aug 30


IG @crowncreativenyc51 Hill Street, Belfast 61 Greenpoint Avenue,


IG @crowncreativenyc51 Hill Street, Belfast 61 Greenpoint Avenue,



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

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

To approach the market with any oppor tunity, it is important to issue a detailed scope of work, or RFP (request for propos al), that allows candidate firms to prop erly 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 essen tial 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 wheth er certain elements are meaningfully additive to the experience or are nice, but ultimately unnecessary.




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 expecta tions. Open dialogue about scope, sched ule, 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 agen cy founder or creative director sound genuinely excited or is this just another meeting? Look at their body language:


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

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 be ginning any work.


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

Look & Feel


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 in valuable 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 narra tive and positioning. Sample menus can demonstrate concretely how the vision will come to life. They also help an agency understand collateral needs.


Choose 3-5 attributes and really reflect on what they stand for and why. The agency's first task was to de fine success. They distilled the project objective into a simple and tangible mission statement. In the first series of meetings, we identi fied attributes that reflect the final intent of the re-brand. Hilton59

WhimsicalStrongFormalFamiliarDependableDelightfulImaginativeAdventurousSeriousReBoldfined ElegantMysteriousUnforgettableLuxuriousCalmMatureInnovativeCharmingPlayfulFeminineMasculine QualityAlluringCaringDistinctEnergeticCosmopolitanForward-lookingGlamorousWorldlyCulturedWarm ModernSensorialConsistentCompellingSincereSophisticatedDesirableIntellectualConColorfulIconicfident


The creative process required to devel op a new brand is at its core iterative. A successful brand concept is real ized 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. The original Peacock Alley logo was successful in its time, but was due for a refresh.


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 communi cation. 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.

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 en gagement and communication method.

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 import ant hotel. After offering an abbreviated story of Peacock Alley to our new agency partner, we made clear that the new con cept 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-push ing. We discussed the heritage luxury hotel landscape, spoke to current and enduring trends, and offered examples that, in our view, embodied success.

Pattern 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 challeng ing questions at the outset to set the project on the right long-term path. Creative

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42 Iconography

For Peacock Alley, we could glean clear ly 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 cre atives to dive into the core of their work, confident that all were aligned around a singular vision and approach.

The early Peacock Alley mood boards were in strumental 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.

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StationeryFaviconDetailing CONCEPT

CONCEPT GUIDELINES 8 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. Print Menu WordmarkGUIDELINES

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.


STEP FIVE | BUILDING THE BRAND BOOK 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. 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 a handsome monogram that played off notions of a peacock’s plumage, but in an unexpected way. Given Waldorf Astoria’s global portfolio of hotels and resorts, it was also import ant 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. All along the way, the working team listened to functional requirements, responded to feedback, and ultimately produced a brand system that is time less and special, a perfect encapsulation of Waldorf Astoria.


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 and genuinely memorable dining experi ence 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 con necting over the phone or at a Peacock Alley near you. mag by Hilton63



Standardized dividers across locations. Signature pages can be standard across locations Pages can feature illustration per page or multiple per page based on content Note from Master Bartender as introductory page of Bar Book A NOTE FROM OUR MASTER BARTENDER These cocktails are a set ofPeacock classics; shaken & stirred for everyone who’s anyonein New York Citysince 1931. Frank Caifia OSCAR OF WALDORF OSCAR OF WALDORFA tribute to Oscar Tschirky the inventor of Waldorf salad. This cocktail is long, spiced and full of surprises. A tribute to Oscar Tschirky the inventor Waldorf salad. MEET ME AT THE CLOCK Rum meets with sweet vanilla and tropical fruits, in this sweeet cocktail, finished uplifted with bubblies.


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 bev erage 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 require ments list for the agency to reference and expand from. It details operating meal periods, menu types and needs, an ticipated menu item volume, and other collateral requests. Beyond the funda mentals, challenge the creative team to propose new collateral expressions: fun ORIGINALSTHE

Sample Menu Inners: Original Cocktails 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 Ainvestment.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.



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.

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Last year, Corona launched a first-of-itskind, eco-friendly, pop-up beach bar on Porthminster beach in the UK (cover im age). 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 ex periences can create a natural anchor for socializing and reenergizing.

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.


Similarly, rooftops are a great area that can be upsold with a pop-up bar con cept. 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 sum mertime Sunday brunch. Four exclusive tequila and Mezcal cocktails are fea tured, 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, creat ing 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. Roof pop-up Eataly Los Angeles' Agave in Color rooftop pop-up bar experience.



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Take advantage of the summer weather and outdoor real estate by adding a mobile bar. This temporary station is the perfect way to capi talize on the larger occupancy that occurs during the in-season. Fea turing 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 expe rience.

The winter season is the time to bundle up and stay inside, and what better way to keep someone entertained than with an indoor pop-up bar experience. Fitting the winter vibe with some hygge-in spired 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.



TAKE AWAY The magic of these pop-up experiences is that the bar goes where the cus tomers 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 gen erate revenue in a multitude of scenarios. With incredible flexibility, mobility, and excitability, a pop-up bar experience might be exactly what is needed.

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.

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 Blos soms and, perhaps the most popular of them all, Game of Thrones, proving that there seems to be no shortage of excit ing, 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 experi Aences.themed pop-up bar can let the own er 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 ex Themedperience.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.

This same idea can be applied to virtu ally any alcohol brand. By creating part nerships 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 mem bers 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.

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