StiR Magazine #5

mag

HILTON GLOBAL F&B BRANDS Issue No. 05 2023

Editorial Team Catherine Ker catherine.ker@hilton.com Beth Goodwin beth.goodwin@hilton.com

Contributors George Blower Stuart Clarke Adam Crocini Hannah Davies Beth Goodwin Angel Hu Jessica Lu Fayaz Nazeer

Issue 4

Jessica Lu jessica.lu@hilton.com

Alison Cavatore Jenny Milos Amber Pfau John Sanei

Issue 3

With Our Gratitude

Graphic Design Rugged Agency Nicole Cohn

Interested in working with us?

Issue 2

Reach out to the editorial team to learn more about current career opportunities.

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StiR.mag is a publication by the Hilton Global Brand F&B Development Team for our Hilton Team Members Worldwide.

We offer a backstage pass to our work and the world of F&B development.

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This Issue

Opening Spotlight: Discover Revery and Park Corner Brasserie at the London Hilton on Park Lane

08 Revolutionizing Guest Experiences Through Retail: An Interview with Jenny Milos

47 Cocktail Culture’s Refined Renaissance: When Less Truly is More

69 55 Welcome to Eatertainment: A glimpse into the future of dining and entertainment

The Importance of PR in the Food and Beverage Industry: An Interview with Amber Pfau

75 An Icon on the Runway: Waldorf Astoria sponsors New York Fashion Week

63 Creating Brand Loyalty: Waffle-ology at Hampton

by Hilton

A note from Adam The Global Brand F&B team has remained focused and committed to its strategy: to provide our brands, owners, and guests contemporary, dynamic and market relevant food and beverage experiences at every touchpoint. As we look to close 2023, I am beyond proud of the work our team has done in delivering on this commitment. In addition to creating 100s of concept decks, launching a new and inspired lobby resource for our team members and refreshing classics like the Hampton seasonal waffle, this team has also crafted cutting edge partnerships with Proof & Company and The James Beard Foundation, brought several new brand concepts to market, including Tempo and Spark, and grown the StiR Creative Collective of design projects throughout the Americas and into EMEA at an astonishing rate.

Without a doubt, our team is living up to our corporate KSP – Winning with our customer!

In Issue #5 of Stir Mag our global team will share highlights of products, programs and our approach to all things F&B that are bringing our strategy to life. We will provide a behind the scenes look into the brilliant refresh of the London Hilton on Park Lane, an icon for London and the Hilton brand. Staying in the UK, George Blower will prove that less truly is more and simplicity and quality mean everything to today’s modern cocktail.

Retail has been top of mind, and after our recent success in the Americas, Angel Hu and Jenny Milos will share with you their approach towards retail, highlighting the newly refreshed Hilton Garden Inn, Singapore and the incredible impact it has had for the guests, the owner and the community.

Speaking of impact, telling the F&B story may very well be one of the most important yet often overlooked aspects of our industry. Amber Pfau with her over 20 years of PR and Communications experience in F&B provides her thought leadership on bringing your restaurants and bars to market and getting your brand in the hands of the people that matter.

In closing we would like to thank our partners both internal and external for their continued support and belief in the power of a great food and beverage experience.

Wishing everyone a happy and healthy holiday season, filled with great food and lasting memories.

Sincerely, Adam

Jenny Milos Vice President of Focused Service & All Suites Brand Management Asia Pacific

Revolutionizing Guest Experiences Through Retail: An Interview with Jenny Milos In the dynamic landscape of the hospitality industry, the integration of retail spaces within hotels has become a compelling trend, offering a unique opportunity to enhance guest experiences and meet evolving needs and expectations. To delve deeper into this fascinating subject, we had the privilege of speaking with Jenny Milos, Vice President of Focused Service & All Suites Brand Management APAC, who has a wealth of experience in brand management at Hilton. In this interview, Jenny shares insights into how retail within hotels has transformed over the years, successful examples of retail concepts and strategies for seamlessly integrating retail spaces into the hotel experience.

Interview by

Illustrations by

Angel Hu

Rugged Agency 9

Angel Hu (AH) ~ Hi, Jenny. Thank you so much for your time today to take our interview. Let’s start off with the very first question on my list: Through the years, we have seen the integration of retail spaces within hotels evolving from a full shopfront to an unmanned smart shop. What has driven this trend, and how did it contribute toward creating a seamless shopping experience for our guests, as well as meeting their needs and expectations?

Jenny Milos (JM) ~ The evolution of hotel retail spaces is a result of balancing owner and guest needs and the expanded product range in local markets. We can look at this from two perspectives: •

•

Owner economics: By using our hotel floor space optimally, while also enhancing the layout of spaces, we can control land and labor costs.

Guest experience: Although many local shopping options exist — some just a walk away from our hotels — our curated collection of high-quality, unique and slightly upscale products cater to guest essentials, travel needs and surprise elements. This approach boosts guest satisfaction and adds to our revenue.

In the Focused Service segment, retail significantly enlivens hotel social spaces post-breakfast hours and does so cost-effectively.

AH ~ Thanks, Jenny, that really provides us with an excellent starting point for delving deeper into the interview. Are there any success stories of hotels that have embraced unique retail concepts, and how have these initiatives contributed to the hotel’s identity and guest satisfaction, as well as other notable benefits?

JM ~ Certainly. A prime example in the Asia Pacific is Hilton Garden Inn Singapore Serangoon, which has taken the lead with a standout retail concept.

The core idea was to tackle a common hotel challenge — nearby convenience stores. To both stand out and elevate the guest experience, our strategy was to offer differentiated products. Furthermore, we integrated a bespoke retail experience within the hotel, underscoring the advantages of an adeptly curated retail concept to everyone involved.

To date, the implementation of this retail concept has yielded several notable benefits.

Increased Foot Traffic The hotel has observed a significant increase in visitor traffic to its retail space, driven by the appeal of its aesthetics, unique products and shopping experience offered within the hotel.

Revenue Growth This concept led to a marked increase in revenue, thanks to the curated offerings that encourage guest spending.

Enhanced Guest Experience The integration of a retail space within the hotel provided guests with an enhanced experience during their stay, allowing them to conveniently explore the products and meeting their food and beverage needs, adding more enjoyment to their visit.

Community Impact and ESG Values Through strategic product partnerships, the hotel was able to contribute to the community and uphold its Environmental, Social and Governance (ESG) values. This initiative resonates with eco-conscious guests and underscores the hotel’s dedication to the local community.

Improved Guest Satisfaction This retail concept positively impacted guest satisfaction. Guests appreciate the added convenience and the opportunity to explore the curated products within the hotel.

Playing a Part in Guests’ Experience

AH ~ Interesting insights on how the appeal of aesthetics has drawn in visitor traffic. Now let’s delve into the realm of design. How can hotel designers ensure that physical layout and interior design are optimized to integrate retail spaces seamlessly while maintaining a harmonious atmosphere? What are the factors to consider in this regard?

JM ~ Integrating retail spaces into hotel designs is about extending the brand‘s narrative. Designers should focus on these three primary factors:

Aesthetics

The retail spaces should be perceived as an extension of the hotel. The design must be appealing and captivating, and details like artwork and lighting play a pivotal role in creating an inviting ambiance and can‘t be overlooked.

Functionality

The physical layout should be practical, ensuring ease of navigation for both guests and Team Members. This means efficient product merchandising, stocking, guest assistance and handling transactions.

The use of self-service and smart technology should be considered and incorporated.

Flexibility

Retail spaces need adaptability. This allows for periodic product changes, promotional ventures and the ability to serve varying guest needs and occasions.

Store shelves adorned with local products and travel essentials are clearly displayed while artfully arranged

AH ~ Continuing from that thought, there has been buzz about experiential retail in hotels in recent years where innovative retail spaces are designed to offer more than just products — also tapping into memorable experiences.

How can we achieve the same and ensure that it stays in line with the hotel‘s brand and swim lane?

JM ~ Experiential retail is indeed an exciting avenue, and it‘s one that aligns seamlessly with our brand. At Hilton, our loyal guests value the consistent quality and experience we offer globally.

As lifestyles have advanced, many draw inspiration from their travel experiences.

If a road warrior has their most refreshing sleep and shower experience at a Hilton Garden Inn, it’s natural for them to want to replicate that at home.

Similarly, if during a weekend getaway, a couple can’t stop talking about the hand-crafted cocktail served at the bar and how great it would be to serve at their next get together, then they would want to share their finds. These products transition from mere items to extensions of our brand experience. By incorporating them into daily life, guests strengthen their connection to our brand. Another option is to offer products that align with your brand values and positioning, like our ESG products.

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The retail space is an extension of the brand narrative with a storefront that beckons guests with its appealing and captivating design

Right Products for the Right Market

AH ~ Thanks, Jenny. Now let’s switch gears to talk about something critical: product curation. Curating products is often a tedious process. What factors should hotels take into consideration when selecting the merchandise? Plus, how can they leverage data to fine-tune the layout and product assortment? This seems like a whole new dimension of optimizing the retail experience.

JM ~ When it comes to our Focused Service category, we’re all about making things easier for our hotels. We aim to provide a clear roadmap to enable easy local implementation. Based on our recent research and fieldwork, successful merchandising hinges on the following principles:

Identify a Retail Champion Assign the role to someone who genuinely enjoys and understands retail. It‘s crucial to have the right individual to take charge.

Know Your Guests and Market Analyze your local market, including what other nearby retail spots offer. Understanding your hotel’s business mix, their length of stay and the purpose of the trip, etc. will help shape the final product offering.

Find the Right Partners Purchasing is often one of the more tedious processes of retail, so partnering with vendors who offer differentiated, quality products with the ease of ordering and delivery processes is vital.

Consider Your Location Each hotel location has distinct attributes and stories.

Reflect these stories in your merchandise. What will guests traveling to your hotel want to remember and share with others or take home as a memento? What is a local flavor they must try before leaving? What is a local organization they can learn more about while staying with you?

Test, Learn, Repeat Creating the perfect retail formula takes time and patience, and the process is always evolving. Be willing to test, learn and repeat. Regularly review sales data, see what works and what doesn‘t, adjust product placements and always be open to feedback. Experiment with product arrangements and promotions, and continually seek guest input. Adaptability is part of the fun!

Using these principles, hotels can harness data to enhance their retail layouts and product assortments, taking the guest retail experience to new heights.

AH ~ That really does set us up in the foundation of product curation. Now Jenny, as we all know, in certain markets, we see our hotels located within reach of a convenience store. Our hotels are also challenged with the ease of delivery platforms as well as other hotels in resort locations. How should the hotel position their retail in these two different circumstances?

JM ~ Absolutely, let’s dig into the scenarios.

Strategic retail merchandising brings together items for sale with meaningful décor and live plants, creating an artful arrangement tailored to the locale and clientele

For hotels near convenience stores, the key is differentiation. We're not trying to mirror the nearby store, but rather offer an enhanced, distinct experience aligned with our brand. So, we elevate it with products that have a twist — be it slightly healthier, organic or with an interesting flavor — setting them apart from the typical, everyday essentials. Even if we carry some similar items, strategic pricing is essential. And of course, having these items within the hotel adds unparalleled convenience.

In some locations, we've even integrated innovative technology, like robot-assisted deliveries!

Resort locations, on the other hand, cater to a different clientele — often families and leisure travelers. This context provides a rich opportunity to tailor the retail experience. With a guest mix frequently including families, we focus on snacks, treats and essentials perfect for poolside lounging, local excursions and explorations. Toys and games keep the younger guests engaged, and memorable keepsakes help everyone treasure their stay. Here, the emphasis is squarely on enriching the leisurely aspect of their visit.

In-store nature murals enhance a biophilia aesthetic by evoking the natural flora of the surrounding area

AH ~ We have talked about the products and the location. Now, I would like to seek your perspective on guest behaviors. Over the years, we see the change in our travelers’ behavior where they continuously seek authentic local culture experiences. So, how are hotels supporting local businesses and showcasing the local culture through their retail offerings while, at the same time, incorporating ESG values?

JM ~ Sure. Travelers today are indeed seeking authentic local experiences. Here‘s how we‘re addressing this shift.

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Remember our chat earlier about Hilton Garden Inn Singapore Serangoon?

Well, they‘ve set a great example. They‘ve formed strategic partnerships with local and international ESG partners such as Journey Special and Market for Good.

Journey Special collaborates with autistic artists to create items such as tote bags, laptop bags and notebooks. Guests aren’t just buying art, they’re supporting these artists and their inspiring stories.

Market for Good is another noteworthy partner. It‘s an international platform where purchases range from charging cables to insect repellent, and each supports certain ESG causes with a tag that tells the tale.

Embracing local culture and flavors, we have offerings like Brass Lion Gin, a unique

local gin, and revamped local snacks like Fupi with modern flavors like Hotpot Tomato and Sichuan Mala. There are also popcorn varieties with local tastes, such as Nasi Lemak and Fish Head Curry. Souvenirs, like postcards and prints featuring Singapore’s beauty, provide guests with a piece of their journey to take home.

Lastly, speaking of art, the hotel space itself showcases local art, like a tropical greenery piece by a local artist. So, our guests aren‘t just staying at a hotel, they‘re immersing themselves in the locale, supporting the community and promoting sustainable practices.

Quite a travel experience, isn’t it?

Woven baskets are a great way to showcase local artisans, highlight natural materials from the region, and uniquely display merchandise

Future of Retail AH ~ Indeed! Jenny, now that we have

JM ~ You’re right, Angel. Technology is

explored the ins and outs of retail in hotels, let’s turn our gaze to the future.

I know you’re all about making things efficient while keeping our guests happy.

So, when we talk about the future of retail, how do you see technology (such as digital interfaces, mobile apps and AI-powered systems) shaping the guest shopping journey?

deeply intertwined with our daily lives, and it plays a pivotal role in enhancing the guest experience, as seen with innovations like our industry-leading Digital Key and Confirmed Connecting Rooms by Hilton. When it comes to retail, it’s all about using technology wisely, and here’s how I see it:

Why? We use technology to make the guest experience easier, more seamless and delightful.

This efficiency not only benefits the guests but is also cost-effective for operations. As a result, we achieve enhanced guest experiences at reduced costs.

When?

While innovation is crucial, retail technology is an area where we don’t necessarily have to be pioneers. Instead, we can look into partnering with qualified partners to understand and test options.

How? Self-service payment systems are becoming more prevalent in retail spaces. Although there are initial setup costs, the potential benefits in efficiency and guest satisfaction can outweigh these. Envision the integration within the Hilton Honors app, where guests can spend their loyalty points, order through the app or even control the in-room TV, and perhaps have their items delivered by robots. Convenience and efficiency are at the heart of our approach!

AH ~ The concept of app ordering and robot deliveries is exciting! Now, that reminds me of something that became a game-changer during the pandemic: contactless retail. It has really taken off in the past four years. So, do you think that it will become a reality for the retail in our hotels across our region, and, if so, how do you see that happening?

JM ~ The pandemic accelerated the adoption of contactless solutions in many sectors, including retail. In our hotels, there‘s no doubt that contactless retail has potential, especially given the changing preferences and behaviors of travelers. As you rightly mentioned, robots have started making their way into some of our hotels, especially in markets like China. Initially, they were focused on replenishing room supplies and making in-room deliveries.

Now, there‘s an opportunity to leverage them for our retail operations.

There are two primary ways we can utilize these robots:

Direct Interaction Robots can be integrated with vending machines or similar systems to automatically retrieve and deliver ordered products.

Manual Loading Our hotel staff can load the ordered items onto robots, which then make the delivery to guests.

Both approaches have their merits, and the choice would depend on factors like the hotel‘s layout, the nature of products on offer and guest preferences. What‘s clear is that there‘s potential for efficiency, reduced labor costs and enhanced guest experience.

So, I believe contactless retail will continue to shape the hotel retail experience in our region and beyond.

AH ~ You’ve got a point there, Jenny. Now on to the very last question. Besides technology, there’s also another powerhouse we can tap into: social media. Do you think there is an opportunity for hotels to harness the power of the online platform via social media to promote their retail spaces and attract a broader audience?

JM ~ Social media can be a real game-changer.

But let’s be honest, in our Focused Service environment, it can be complicated to manage.

However, bustling resort spots or areas with heavy foot traffic can indeed benefit from such an approach. By collaborating with local influencers or hosting limited-time promotions and sharing them on social media, we can further engage with a wider audience.

Biophilia helps create an inviting ambiance in any retail space

AH ~ Jenny, I have wrapped up all my questions for now. I really appreciate your taking the time from your busy schedule for this interview and sharing these awesome insights with us.

As we conclude this enlightening conversation, it‘s evident that retail within hotels is undergoing a remarkable transformation. With a keen focus on the guest experience, brand identity and aligning with evolving guest preferences and values, hotels are poised to create retail spaces that are not only profitable but also deeply enriching for their guests and the communities they operate in.

We thank Jenny Milos for sharing her invaluable insights, and we look forward to witnessing the continued evolution of retail within the hospitality industry as we further our Brand Food & Beverage retail strategy across APAC and beyond.

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Concepts

Written by

Hilton Brand

Hannah Davies

F&B Development EMEA

Opening Spotlight Discover Revery and Park Corner Brasserie at the London Hilton on Park Lane Modern Classics for a Mid-Century London Icon Discover the creation of Revery and Park Corner Brasserie at the London Hilton on Park Lane, newly opened in Summer 2023.

These additions are part of a comprehensive refurbishment to restore the hotel’s iconic mid-century elegance while introducing contemporary dining experiences for the Mayfair audience.

Branding

Interiors

Music

Gorgeous Group

AvroKO (Revery)

Mustard Music

London

GA Design (Park Corner Brasserie) 23

The Icon London Hilton on Park Lane has always been an extraordinary and individual building. From the moment it was conceived and built by Conrad Hilton in 1963, it was clear that it was not like other hotels.

The creation of the hotel signalled the arrival of a classless, youthful and modern outlook that stood in contrast to the traditional, aged hotel establishments. This fresh approach was a bright new entrant amid the grimness that had set into London hotels due to post war rationing.

The hotel‘s architecture, designed

by William Tabler, wasn‘t the only novel feature it brought to the city. The hotel also prided itself on an eclectic eating and drinking experience – a fusion of British and international offerings. It boasted a panoramic rooftop restaurant, a snaking lobby bar with designer furnishing and signature restaurants with white toqued chefs serving feasts to guests.

“It was a new kind of architectural statement and style.”

David Clixby, GA Design

Overhauling the hotel’s bars and restaurants (and 453 rooms) has been a labor of love – and no small feat.

Throughout the scheme, the designers have combined elegance and drama, signature artworks and stories from the locale. The furniture is modern, yet subtly Sixties-inspired, and it has all been executed with incredible attention to detail.

“The new transformation seeks to capture that early excitement and inject a calm, easy glamour, ready for the hotel’s next chapter.”

Carl Wilkinson, The Journal by London Hilton on Park Lane, Issue 3 (2023)

Left April 17, 1963 - Conrad Hilton (middle) with Charles Core (left) and Reginald Maudling (right) at the opening of the London Hilton on Park Lane

Bottom The newly renovated lobby at the London Hilton on Park Lane nods to the hotel’s mid-century origins in a thoroughly modern manner

Park Corner Brasserie - The Concept With its enviable position opposite Hyde Park, it’s no surprise our team took our inspiration from the park greenery and its unique blend of passersby and visitors. The people enjoying Hyde Park are incredibly diverse, and this community as well as the flora and fauna of the park is celebrated in the design, branding and experience.

Park Corner Brasserie is a new Modern-British neighborhood restaurant located on the edge of Mayfair overlooking Hyde Park, fusing nature’s bounty with the timeless elegance of Park Lane. As the centerpiece of the hotel’s dining experience, this ground-floor establishment is a refined yet casual all-day destination with one foot in Hyde Park and the other in the English countryside.

Modern British Eating and Drinking in the Heart of London. Championing an Elevated Local, Seasonal and Responsible Approach Suited to Contemporary Lifestyles

Left Park Corner Brasserie’s refined yet casual interiors take inspiration from the lush variety of greenery found in Hyde Park, as well as the diversity of its surrounding community

Bottom A modern green aesthetic courses through the restaurant, nodding to Hyde Park’s proximity and English countryside influences

‘‘It came to me that Hyde Park has never belonged to London - that it has always been, in spirit, a stretch of countryside; and that it links the London’s of all periods together most magically - by remaining forever unchanged at the heart of a ever-changing town.”

Dodie Smith, I Capture the Castle (1948)

Breakfast - Lunch Brunch - Afternoon Tea Picnics in the Park Dinner - Late

Left An international selection of wines featured alongside wines from British vineyards

Right Carefully sourced ingredients from British producers are crafted into seasonal dishes, such as this roast turkey with all the trimmings

Bottom Tableside service of steak tartare is a charming and memorable ritual that connects with guests

From Farm Fresh Produce to Responsibly Sourced Seafood, Our Menus are an Ever-Evolving Celebration of Flavors That Harmonize with the Changing Seasons

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British Bites & Beverages Taking a modern and unmistakably British approach, the restaurant’s menus mix British seasonal flavors with an international accent to create a crowd-pleasing and simple menu perfect for the setting. The venue evokes a familiar feeling and provides an opportunity to discover British cuisine and culture in an aspirational, yet buzzy and easy-going setting.

Experiences can vary from à la carte lunches and dinners with colleagues and friends to signature afternoon teas, social brunches, spontaneous celebrations, and late-night snacks. British produce is on full display with an array staged on the marble communal table and a particular selection of British spirits and rare, British-grown Tregothnan loose leaf teas.

Barista coffee by Workshop Coffee completes the British set, to create a truly special seasonal and local offer.

Above Signature cocktails shine in modern, elegant glassware Right Top Eco-spirits is disrupting the beverage bottling industry with reusable, refillable containers made from ESG-friendly materials Right Bottom Artful, barista-made coffee uses London-based Workshop Coffee

Showcasing a seasonal, low-waste, local and sustainable approach is a priority.

Firstly, the carbon footprint of every dish is labeled discretely on the menu. The eco angle is continued with beverages, as the brasserie showcases a selection of British and international wines on tap, and large format ‘Eco-spirits’ house delicious British gins.

By packaging these incredible products in refillable and reusable containers, the sense of purpose and genuine care for the world around is shown. Cocktails made from these spirits are called out on the menus – both delicious and responsible to the planet, with no and low alcohol options featured to capture all imaginations alongside alcoholic drinks.

Other Special Touches Extraordinary Bakery Seasonal Retail Wine & Waters Service Station Plant-Based Specials Picnics in the Park London Signature Treats Afternoon Tea

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Bottom Illustration of female uniform for Park Corner Brasserie Top Right Illustration of male uniform for Park Corner Brasserie Bottom Right Branding elements and illustration for Park Corner Brasserie

Service & Team Signatures Concept signatures at Park Corner Brasserie start with the exceptional British breakfast, a selection of loose leaf teas and an abundant display of produce. Team Members wear custom made tailored uniforms with quirky touches such as custom Norman Walsh shoes in hues of green.

Handcrafted British accessories adorn the tables with carved wooden butter knives and custom plates that show off the Park Corner signature bird motif. Custom John Jenkins glassware and crackled glazed teapots add to the eclectic but smart feel – the tabletop set feels refined and welcoming.

Tableside service of steak tartare might sound too stiff and formal for this type of environment, but since it is delivered with such charm and simplicity in custom wooden dishes with the lovely descriptions of the provenance, one feels completely at ease.

Similarly, the picnics are packaged for the park with the utmost care, but with a down to earth and relatable feel due to the branding and packaging. Every detail is tempting and draws you into the world of Park Corner Brasserie.

Branding The Park Corner Brasserie brand is unmistakably British with a straightforward approach. The brand has a sense of fun, and yet is all about exceptional quality with a broad appeal.

Branding is iconic with custom illustrations created to evoke the colorful and quirky personalities of the people of Hyde Park. The images show kite-flying children, crowds for the fireworks on Bonfire Night, picnics in the park and boats on the Serpentine.

There is no “main character” of the branding, as each tells their own story; however, the link to all the stories is the little Park Corner bird that flits across menus, brass signage and other touchpoints.

This timeless look will endure – it is driven by movement and authenticity, capturing the everyday detail of life in this leafy locale.

We are: London Lovers, Joyful, Familiar, Modern British, Exceptionally Simple

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Interiors The people and the planting of the park are the focus for the new restaurant with views of the park optimized from the front of the space, and beautiful living trees punctuating the space in the restaurant.

The clever zoning of the restaurant allows a few park stories to be told – pavilions, tree canopies, park bench detail and stepping stone pathways are cleverly woven into the design that features whites, creams, greens and golds.

Commissioned artwork pieces are also dotted around the space, inspired by a walk in Hyde Park. The versatile interior allows for a change in ambience during the day, from breakfast to lunch and to a standalone destination restaurant at dinner.

Left Illustrations capture the people and the personalities which frequent Hyde Park Bottom Seating at Park Corner Brasserie that features beautiful Hyde Park views

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A Statement Bar with a Joyful Take on London Life, Celebrating Artistry and Craft, Modern, Urban Living, Effortlessly Blending Work and Play and Presented with Flair.

Revery - The Concept Revery is a day to night bar, a microcosm of London, hosting Londoners and London’s visitors at work and play, whatever experience they choose.

This idea was concepted by our Brand F&B team and designed by AvroKo specifically to work with the rhythm and transition from day to night of the beating heart of the hotel. Revery is a modern bar experience, appealing to contemporary lifestyles.

Top Custom Revery signage welcoming guests to the bar Right Stylish retro seating in the bar

The name, Revery, plays on two opposite meanings: a day-dream and a caper. The space moves in the same way from a serene daytime setting and transitions into an evening venue where anything can happen – an impromptu gathering or intimate evening surrounded by the buzz of London at play.

Revery (n.)

1. a state of having pleasant, dream-like thoughts 2. a caper, a frolic, merriment

Our London Obsessions A place to meet, work, eat, drink and play, serving barista coffee by Workshop Coffee from a stunning brass detailed Elektra machine, and light breakfast to elevated bar food, drinking snacks and signature afternoon cakes. The bar is complemented by and inspired by London life with creative cocktails, and a globally appealing drinks offer which blends well-loved favorites with specialty accents. Custom soft leather Revery coasters, fine glassware in custom designs and house-style cocktails by London’s best mixologists complete the drinks offer.

Food is driven by London favorites, sharing dishes and single serve treats, both sweet and savory. Menus showcase the best of British produce with an extensive range of London-made ingredients and with playful takes on traditional and a celebrational iconic cakes and desserts.

Cuisine Notes

Meal Periods

Mixology-led drinks list with international small plates menu, drinking snacks and signature afternoon cake experience.

Breakfast | Lunch | Afternoon Tea | Dinner | Late | Events

Left Indulgent treats are the order of the day at Revery Right Nigel Tindall, General Manager of Revery

Other Special Touches “Start the Night” Cocktails Afternoon Treat for One London Drinks Program Customizable Superfood Bowls Signature Pastries

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Left Top Bar and lounge seating at Revery Left Bottom Revery bartender outfitted in a custom uniform

Service & Team Signatures Daytime coffees and solo treating are the order of the daytime. Evening service rituals then transition the mood with reimagined heritage serves and styles with a modern edge – the embodiment of which is the bold Revery martini, the house tipple. ‘Undiscovered’ London cocktails and ‘Start the Night’ cocktails create a great appeal for those wanting to slide into the later hours.

Parties and groups for large events in the ballroom above are accommodated by the pop-up bar – the sophisticated and multi-purpose co-working daytime space that hides a full bar service below. Here, bartenders knock out G&Ts and glasses of bubbles to celebrate the start of a night – and later night caps for the after-party hours.

This bar has character: it’s bold, fun-loving and creative with a love of fashion, art and culture.

The venue surprises and delights with directional architecture, stylish team and pop-up bar element. Signature moments involve collaborations with artists, limited edition accessories, impromptu DJ sets. Playlists by Mustard are eclectic, transitioning from dreamy to playful through the course of the day to night. The DJ booth is set in the marble bar counter, so the entertainment is literally built into the design, and the show is at the heart of this iconic new bar.

Uniforms are custom made by Field Grey with a focus on London mentality, sharp tailoring and strong color palette of crimson, grey and gold. The team here is dressed to impress, spontaneous, and fiercely proud of their service, product and place in the city. Customization is brought in via accessories, pins, etching and individual uniform styling.

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Branding & Interiors Collages inspired by urban artwork and graffiti evoke the counterposed ideas of dreaminess and playfulness. Ambiguous characters blend nostalgia and modernity with an artsy appeal.

The illustrated characters are built around two characters who are individually in a state of bliss.

They have a dreamlike quality, oblivious to what’s going on around them.

We are: Unscripted, Playful, Individual, Experience Seekers, Living the Modern London Life

Custom branding and cocktail menus amplify the brand personality at key touchpoints such as menus, coasters and textiles. The reds and pinks complement the colors of the interiors by AvroKO, which are sophisticated, comfortable and impactful in limewash and terracotta hues.

The rich reds of the seating and pinkish tones of the bar are counterbalanced by mirrors everywhere, reflecting light in every direction.

Underfoot is a playful mosaic of triangular tiles that are a counter to the enormous, grand central 3.5 meter light fixture above – a central mirrored disk holding pearl-like globe bulbs.

The bar is a sensuously curving island boasting a 7.5 meter long counter in Calacatta Viola, a creamy off-white marble with merlottinted veining. Ribbed mirrors and velvet bar stools make this the perfect spot for peoplewatching and enjoying the mixologist’s theatre.

Two private booths offer softly enveloping spaces for privacy, and the entrance to the main hotel lobby tempts guests to explore the world beyond the buzz of the main lobby.

This bar is stunning with a casually luxurious mood and distinctly London personality, it effortlessly shifts from work to fun. A true evolution from day to night.

Right Sumptuous blooms grace the Calacatta Viola marble bar at Revery Left A collage illustration for Revery branding

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Visit Park Corner Brasserie and Revery at London Hilton on Park Lane

www.parkcornerbrasserie.com www.reverybarparklane.com 45

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Signature Irish Coffee cocktail at The Dead Rabbit

Cocktail Culture’s Refined Renaissance: When Less Truly is More There was a time when cocktails were all about the show — the wilder, the better. Layers upon layers of exotic ingredients flown in from nondescript places; battling with fantastical garnishes intercepting the simple pleasure of taking a sip; and an overarching theme — and sometimes realization — of smoke and mirrors hiding what lies within. But in recent years, the world of mixology has evolved, and we’ve witnessed an exciting shift toward a “ less is more” approach, akin to many of our favorite restaurants, both new and old.

Written by George Blower

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Quality Over Quantity The first rule of this new approach?

Choose quality. This means no more obscure ingredients just for the sake of it.

Or worse, including ingredients without a valid story to tell or rationale.

A cocktail no longer hides behind a mirage of novelty but instead champions the nuances of its few high-quality components. As David Hieatt of Huit Denim Co and The Do Lectures says, “Do one thing well.”

Rather, bars and mixologists are now focusing on premium base spirits and house-made ingredients that bring a genuine depth of flavor to the table. Think fresh-squeezed native juices, handcrafted syrups, and artisanal bitters.

Leaving denim makers to one side and bringing it back on-topic, The Dead Rabbit in New York City does a few things very well (or more specifically, 16 cocktails very, very well).

Much more than a bar, it’s a true experience for those in-the-know, where every drink reflects an uncompromising commitment to ingredient excellence.

Left Lacto-fermentation for cocktail mise-en-place Right Mixologists at Attaboy in Nashville

The Rise of Craft Alongside this newfound appreciation for ingredient quality is a deeper respect for the craft that goes into it. Mixologists are increasingly seen as artisans on par with their chef counterparts, with many undergoing formal training to hone their skills. It’s less about following recipe cards and more about understanding the why and the how, rather than simply the what.

Attaboy in Nashville (and NYC) brings the epitome of craft to the fore. Similar to how omakase restaurants satiate our inability to make decisions come dinner, Attaboy has no set menu and instead crafts drinks around your mood or how you want to feel.

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Ice is Nice Ice may seem like the most mundane part of a cocktail, but it‘s undergoing a major renaissance. Gone are the days of just tossing in a handful of ice cubes from the freezer.

Now, mixologists understand the power of temperature and dilution, selecting the right type of ice for each particular cocktail. Ice spheres, pebbled ice, clear ice blocks... each has its purpose, and use can significantly affect a drink‘s flavor and mouthfeel. In many cocktail bars, ice is hand-carved to ensure the perfect size and shape for each drink.

At Bar High Five in Tokyo, it’s not just about the concoction but also the hand-carved ice – especially their famed ice diamond, crafted to complement the drink it’s plunged into. Meanwhile, in the heart of Melbourne and Sydney, Eau De Vie showcases a theatric presentation, where ice — from smoke-filled orbs to pristine cubes — is the show-stealer.

Bottom Hand-sculpted ice at Bar High Five Right A martini with a gold leaf garnish

Garnish: The Finishing Touch Lastly, let’s talk about garnishes.

While the towering fruit sculptures and ostentatious accessories of yesteryear had their charm, today‘s cocktail garnishes are all about complementing the drink. A sprig of fresh mint, a carefully twisted citrus peel, or if the drink is strong enough to stand alone, then all it needs is the glass.

A good garnish should offer something to the aroma, flavor, or visual appeal of a drink without overpowering it. It‘s an accent, not the main event, and this principle is now more evident than ever in modern mixology.

Douglas McMaster of Silo, London, says, “Garnish with intention. If it doesn’t add anything to the party in my mouth, leave it off.”

To experience this notion, make a beeline for Tayēr + Elementary in London, where garnishes are always part of the drink, not a throw-awayaccessory.

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Less is More Monica Berg, partner at Tayēr + Elementary, prepares her bar

The cocktail world is shifting back to the basics, but this doesn‘t mean it‘s boring. If anything, you could argue it started off fairly basic — following recipes that relied on massproduced spirits and mixers in a culture where individuality was frowned upon. Cocktails and mixology are finally getting the same hype, intrigue and recognition that food and wine has had for years, thanks in no small part to the many incredible bars offering environments where creativity and innovation are encouraged.

In fact, the focus on quality, craft, precision and thoughtful garnishing makes each drink a more memorable experience. As with any form of art, sometimes the most profound statements are made when we strip things back and let the true stars shine.

The next time you find yourself at a bar, skip the flashy concoction with an ingredient list as long as a novel. Instead, opt for something simpler and savor the craftsmanship that went into every sip.

Cheers to the refined era of cocktails!

A I & R O B OT I C S

The of The Eatertainment concept is one of the fastest growing sectors in the global F&B hospitality world.

S I M U L AT O R S ARCADES

Americans prefer an Eatertainment venue

M U LT I - M E D I A

in ESPORTS

prefer Eatertainment concepts for a night out with friends*.

VIRTUAL REALITY M E TA V E R S E

interested in visiting an Eatertainment concept**

AUGMENTED REALITY

Written by Fayaz Nazeer

Welcome to Eatertainment: A Glimpse into the Future of Dining and Entertainment “Where culinary delights, mixology, technology and unparalleled entertainment converge to create unforgettable experiences.”

The concept of entertainment has evolved, giving rise to a new phenomenon: Eatertainment. This blend of gastronomy and entertainment has transformed leisure and hospitality, offering numerous possibilities for businesses and consumers. With its exciting opportunities and growth potential for the Hilton group, a senior EMEA team, led by Fayaz Nazeer and Tobias Schultz, has been working with future strategist, author and associate partner at Copenhagen Institute for Futures Studies, John Sanei, to create an e-book on the topic. This article features excerpts from that publication.

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Left Woman wearing a virtual reality headset Right Indoor golfing entertainment

The future of dining promises to be a unique blend of F&B product, technology and human experience. With the integration of cutting-edge technology, diners will be able to experience enhanced sensory and taste journeys while still preserving traditional culinary techniques that have been passed down for generations.

Diners will also be able to immerse themselves in a truly unique and personalized experience that combines the best of both worlds — classic techniques with modern innovations. The future of food entertainment will offer an unforgettable journey of discovery and delight through interactive menus, augmented reality dining experiences, smart kitchens and more sustainable approaches like urban farming and lab-grown meats.

Born out of earlier concepts in the United States such as Dave & Busters and Chuck E. Cheese in the late ‘70s as well as enduring concepts such as ten-pin bowling, cinemas and cabaret-style restaurants, food and beverage has evolved dramatically.

Eatertainment is defined as “a guest experience that involves food and/ or beverages; dining before, after or during other activities.” An Eatertainment concept therefore is a venue that provides both dining and entertainment.

Today barcades like SPIN, golf and bar venues like Topgolf, premium bowling alleys like Pinstripes and concert venues that serve food and drinks are examples of Eatertainment venues.

Topgolf revitalized golf by introducing engaging gameplay, great food, beverages, and music, thereby diversifying its demographic from older men to a 5050 split and a skew to 18–35-year-olds, essentially rejuvenating the sport. Advanced simulator technology, incorporating camera systems, infrared lasers, impact sensors and cutting-edge gaming software is also providing more realistic experiences at venues like X-Golf and Five Iron Golf.

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As the boundary between physical and digital experiences blurs, arcades, simulators, esports, multimedia, virtual reality and augmented reality have taken center stage in the Eatertainment industry.

These forms of entertainment offer immersive experiences and create engaging environments where guests can simultaneously enjoy both delicious food and captivating entertainment.

Restaurant brands such as Brass Monkey, with its 12 bowling lanes, virtual reality race car simulators and retro arcade games, and The Wavehouse, overlooking Aquaventure Waterpark and

the wave machine in Dubai, have been successful in adding arcade elements to their venues, which drive footfall and add an engaging experience to dining.

In London, Dallas and Austin, Electric Shuffle has re-imagined the game of shuffleboard into a thrilling social experience while in various locations around the U.S., Punch Bowl Social is a high-energy bar and bowling complex with ping pong tables, darts, pool and shuffleboard all housed in an industrial modern design theme. In Sydney, Australia, B. Lucky & Sons is a den of dazzlement and delight, with an underground arcade full of one-of-a-kind games and prizes.

Esports, short for electronic sports, is a form of competition using video games. Esports often takes the form of organized, multiplayer video game competitions, particularly between professional players, individuals or teams.

Left Brass Monkey restaurant and bowling lanes in Dubai, UAE Top Electric Shuffle restaurant, where shuffleboard is re-imagined

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Esports has experienced a meteoric rise, attracting global audiences. Eatertainment establishments now incorporate gaming arenas within food-centric venues, catering to a dedicated demographic of gamers and spectators. China, in particular, has seen a surge in esports hotels (opening at a rate of around 50 per month in 2018), with occupancy rates 28% higher than the industry average (Tongcheng Travel, 2020).

Properties like Yibo Esports Hotel in Zhenjiang and Ziyun Hotel in Lijiang offer unique gaming experiences like bunk beds for guests, low-lit gaming spaces and wellstocked minibars.

Saudi Arabia is also making strides in the global esports market with the construction of a state-of-the-art stadium set to host large-scale international gaming events and tournaments. This impressive facility is expected to become a hub for esports enthusiasts, both regionally and globally.

Experimental restaurants are also adding multimedia technology as a key ingredient.

In Amsterdam, The Greanery uses video mapping and music to dynamically alter the venue’s setting with every course, while the world’s most expensive restaurant, Sublimotion in Ibiza, creates surreal, futuristic and thought-provoking dining experiences far beyond the palate.

Meanwhile, The Void’s multiple locations promise a virtual odyssey you can smell, feel and touch, including mists of a waterfall that cool your skin as you pass.

Multimedia and virtual and augmented reality technologies are also transforming dining experiences by bringing people together. Home Run Dugout in Texas is a high-tech indoor social baseball experience with a digital batting cage, perfect for happy hours, corporate events, family reunions and bachelor parties. In the U.K., Flight Club has reinvented darts into social darts, bringing diners and their friends together.

Bottom

Right

Up close to caviar with virtual reality

Zenon dining experience in Dubai, UAE

“I-Driven Dining: At Zenon in Dubai, artifical intelligence orchestrates an immersive dining experience with dancing holograms and ever-changing digital art that responds to a diner’s every move.”

In the future, the Metaverse, artificial intelligence and robotics will play significant roles in Eatertainment’s evolution. The interconnected virtual space of the Metaverse opens avenues for captivating experiences while artificial intelligence and robotics revolutionize the industry by enhancing customer service, automating operations and personalizing culinary offerings.

Welcome to the age of Eatertainment — a frontier where culinary delights and unparalleled entertainment converge to create unforgettable memories.

The waffle bar is a signature breakfast experience at every Hampton

Creating Brand Loyalty: Waffle-ology at Hampton by Hilton Brand loyalty is the most coveted prize for businesses seeking long-term success. Not only does it ensure repeat customers, but it also turns them into brand advocates who spread positive word-of-mouth. While many factors contribute to building brand loyalty, one unexpected hero stands out — the Hampton waffle. Let’s take a moment to explore how the Hampton waffle became a symbol of customer satisfaction and discuss the strategies employed by the Hampton brand to create and maintain strong brand loyalty.

Written by Stuart Clarke

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The Perfect Blend: Quality & Experience The Hampton waffle represents a perfect blend of quality and experience. By providing guests with the opportunity to make their own waffles at every location, the hotel chain taps into the power of customization, fostering a sense of ownership and personalization.

Another crucial factor in building brand loyalty is consistency and the Hampton waffle embodies this principle. No matter which Hampton location a guest visits, they can rely on the fact that the waffles will be consistently available and delicious. This unwavering commitment to quality reassures guests and builds trust, creating a strong emotional connection between the brand and its customers.

The Hampton by Hilton Waffle Phenomenon The journey to brand loyalty often starts with delivering repeatable, exceptional products or services that leave a lasting impression on customers. The breakfast offerings at Hampton, for example, and in particular the waffle, are comfortable, predictable and reliable. Guests across the United States and beyond have come to anticipate and savor the experience of preparing their own delicious, golden-brown Belgian-style waffles at the always-free hot breakfast bar.

Attention to Detail The attention to detail that Hampton invests in the waffle experience is another key element in building brand loyalty. From providing a variety of toppings and syrups to ensuring the waffle makers are well maintained and easily accessible, Hampton demonstrates that they value the overall guest experience.

These small but meaningful touches show customers that the brand cares about their satisfaction and will go the extra mile to exceed their expectations.

Creating memorable experiences for customers is crucial for building brand loyalty, and the Hampton waffle plays a significant role in this regard. The waffle breakfast not only satisfies guests‘ hunger but also creates a positive association with the Hampton brand and contributes to their loyalty and the likelihood of them choosing Hampton for future stays.

From healthy options to decadent delights, the Hampton waffle experience allows guests to choose their own adventure each morning

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Embracing Social Media In today‘s digital age, social media plays a vital role in shaping brand loyalty. Hampton leverages this platform by encouraging guests to share their waffle experiences on social media. User-generated content creates a buzz around the brand and serves as authentic testimonials attracting new customers and reinforcing loyalty among existing ones.

In the past 12 months, we have expanded the reach of the waffle, adding new seasonal flavors such as pumpkin spice, apple cinnamon and the Paris Hilton x Regina “The Waffle Lady”

strawberry waffle. This year, our Valentine’s Day promotion for red velvet-flavored waffles generated over 8 million social media impressions with 7.4 million watching the videos posted to Instagram and TikTok. The Hampton waffle is more than just a delicious breakfast option — it’s become an emblem of the brand‘s commitment to exceptional experiences and customer satisfaction. Through attention to detail, consistency and empowering guests to customize their waffles, Hampton has created a unique and memorable breakfast experience that cultivates strong brand loyalty.

In Conclusion Left By recognizing the power of the waffle and embracing social media, Hampton continues to captivate guests and inspire loyalty in an increasingly competitive hospitality industry.

Paris Hilton on set for a Hampton commercial Top A waffle fanny pack

So, the next time you enjoy a warm, scrumptious waffle at a Hampton, remember that you‘re not just enjoying a delightful breakfast, but also participating in a brand loyalty success story.

Enough waffling … grab your limited edition waffle swag at www.shophampton.com.

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The Importance of PR in the Food and Beverage Industry: An Interview with Amber Pfau Interview by Jessica Lu

About Amber

The world of food and beverage is ever-evolving, with restaurants and bars vying for attention in an increasingly competitive landscape. As trends shift and consumer preferences change, the role of public relations becomes even more important. We sat down with our team’s seasoned F&B PR specialist, Amber Pfau, to delve into the intricacies of the

restaurant PR world and better understand the challenges and strategies involved in promoting dining establishments in this day and age. From the rise of independent restaurants to the importance of high-quality photography, our discussion offers a comprehensive look at what it takes to shine in the F&B PR universe.

Amber Pfau is a marketing and communications leader with a proven ability to develop customer-centric strategies that drive revenue growth and customer acquisition. She has focused her efforts on the food and beverage, restaurant and hospitality industries for the last 20 years, representing a myriad of clients in this space, from James Beard Awardwinning chefs and food producers to food tech start-ups and non-profit

organizations developing inspiring solutions to localized food insecurity. A graduate of Swarthmore College with a degree in economics and a concentration in public policy, Amber has also received her certification as a Certified Specialist of Wine from the Society of Wine Educators and earned a certificate in Customer Loyalty through Northwestern University’s Kellogg School of Management.

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Jessica Lu (JL) ~ In your opinion, how has the role of food and beverage evolved in the hospitality industry over the years?

Amber Pfau (AP) ~ Up until the 1980s, hotel fine dining was where people went for great food and beverage, but over a period of a couple decades, that started to shift. Independent restaurants came into focus, designing spaces that attract guests and investing in elements that weren‘t as common in hotel dining.

JL ~ How important is PR in shaping a restaurant or bar‘s image, especially in such a competitive landscape?

AP ~ PR is vital. Given the competitive nature, planning out your communication strategy is as critical as creating a great service program or selecting glassware for your bar. You need to identify your target demographic, understand why you‘re reaching out to them and plan this communication early. It‘s an investment that needs careful budgeting and thought so that you don‘t just have a great offering that remains unknown.

JL ~ We‘ve often heard that a picture is worth a thousand words. How critical is photography in food and beverage PR campaigns?

“Hotels now face competition from an incredible variety of restaurants and bars, both stand-alone and within hotels, in cities everywhere from Omaha, NE to Los Angeles. The standard for food and beverage quality has been raised, so it’s crucial for restaurants to effectively communicate what sets them apart.”

AP ~ I‘m dating myself here, but I’m old enough to remember a time when publications had photographers on staff, and they would send photographers to do the coverage themselves.

In other words, I would pitch a story and the publication would send a photographer out to take a photo of even just a cocktail. That almost never happens anymore.

Today, most of the photography that you see in food and beverage publications is provided by the properties themselves. So, investing in highquality photos isn‘t just essential in the sense that a picture is worth a thousand words. If it‘s your photography, you‘re going to make sure that that photo of the cocktail has the garnish perfectly placed or that it really showcases the product in the appropriate light.

And the last point I want to mention is that there are multiple uses now for photography, right? You won‘t be wasting your money, even if it‘s just for PR, because social media is so influential as it relates to engaging with your direct consumer, so that photography now has a dual purpose, at least if not for blasts and websites and things of that nature.

“Just having photography often leads to media coverage that you might not have gotten otherwise, because as a PR professional, if I’m pitching a story and someone is interested in covering that story, if I don’t have photography, they might not cover that story. If I have the photography, however, they may cover the story just because I have the photography.”

JL ~ For those unfamiliar, could you explain the difference between press releases and media pitching? When should each be used in the F&B industry?

AP ~ Press releases are a great tool to make sure that all parties at your hotel or your restaurant stay on the same page with the same message. Typically speaking, when you have something important to communicate — whether that’s the restaurant opening or a new executive chef that is helming the restaurant — something that's a big shift — you would put together a press release to have all of your talking points about this new thing that you want to promote. They are a great tool as it relates to reaching out to the media with that information. It's also helpful to be able to provide the media with the exact wording for how you would describe what is happening in your restaurant, rather than have them interpret it. If they're starting from a place where you feel like you're giving them the correct information, then you can be more confident that the message that gets out there is the correct one.

A pitch, on the other hand, is normally an email, phone call, text message — whatever mode of communication that someone is using to reach out to the media to let them know about what’s going on. Typically speaking, you would take, for example, information that is in a press release and simplify it into something very succinct to get somebody’s attention in order to say, “Hey, this is what’s going on.”

There are, however, instances where you don’t need a press release. For example, if you’ve just created a few new menu items, you probably wouldn’t put out a press release. But if there is a reason for those new menu items, let’s say it’s seasonal, right? It’s spring and you have a bunch of peas and morels on your menu. Then you might pitch that to a journalist that would cover it.

JL ~ Lastly, for restaurants aiming to capture local media attention, what advice would you give them?

“My No. 1 tip is know your audience before you pitch them anything. Who is watching the news? Who is reading the article? Who is listening to this podcast?”

AP ~ For example, when it comes to a local news cooking show, you know they're going to want a recipe. They're going to want something that can be made. Not necessarily easily, but if a chef comes on and says he renders his own duck fat and then uses that to fry his fried chicken, the average person is not going to be rendering their duck fat. It's good to think through what would make something easily accessible to the end user and how that would still translate to representing your restaurant or bar well.

From local media pitching to photography guidelines, there is much to unpack while navigating the world of F&B PR. Now more than ever, in this competitive landscape, it is important to hone the power of PR for your hotel, restaurant or bar.

Access our Hilton F&B PR Toolkit via The Lobby for all our latest and greatest PR assistance.

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Proenza Schouler’s Spring/ Summer ‘24 collection included a dress inspired by the modern Waldorf Astoria woman

An Icon on the Runway: Waldorf Astoria Sponsors New York Fashion Week Every September, New York Fashion Week rouses the world out their sleepy Augusts to catwalk and peacock with some of fashion’s most beloved brands. This year, Waldorf Astoria joined the fold as the official Hotel Sponsor for New York Fashion Week. A multi-disciplinary collaboration that spanned months of planning, teams from across the enterprise worked together to make this event a success.

Highlights of the sponsorship included a VIP lounge situated inside New York Fashion Week hub, Spring Studios; a first-of-its-kind partnership with iconic New York fashion house, Proenza Schouler; and an IMG-produced panel as part of their “NYFW: The Talks” series — imagine Fashion Week meets TED Talks — titled, “From Destinations to Design: Travel’s Influence on Fashion” featuring SVP and Global Head of Hilton Luxury Brands, Dino Michael, alongside Jack McCollough and Lazaro Hernandez of Proenza Schouler, and moderated by Jacqui Gifford, editor in chief of Travel + Leisure magazine.

Written by Beth Goodwin

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The Lounge Inspired by Waldorf Astoria’s sophisticated style and timeless elegance, we aspired to create a “dream house” of sorts — albeit a Waldorf Astoria one (it was the summer of “Barbie,” after all).

We imbued the lounge interior and food and beverage experience with bespoke and thoughtful details, creating a refined haven in the middle of bustling New York Fashion Week. From stylized furnishings that incorporated pops of color inspired by Waldorf Astoria Peacock Blue, to private label Waldorf Astoria caviar, perfectly chilled Peacock Alley cocktails and an iconic photo moment, Waldorf Astoria, the brand, was brought to life, creating an unforgettable lounge experience.

Open daily over the course of fashion week, the lounge also hosted a number of special events, included opening and closing parties with renowned DJs, an after-party for “The Talks” panel with SVP and Global Head of Hilton Luxury Brands, Dino Michael, Proenza Schouler’s Jack McCollough and Lazaro Hernandez, and Jacqui Gifford, editor-in-chief of Travel + Leisure magazine, and Champagne receptions for emerging designers, including Bishme Chromartie, Chuks Collins, Tiffany Brown and Whensmokeclears®.

The Food The lounge’s food offerings evolved during the day, from a stationed display featuring Greenmarket baby vegetables on ice and beautiful arrangements of thoughtfully sourced cheeses and charcuterie to elegant passed hors d’oeuvres like spicy yellowtail on crispy avocado sushi rice.

The menu highlight, however, was the Waldorf Astoria caviar. Created in collaboration Ariel Arce’s CaviAIR, our teams worked together to produce a custom Waldorf Astoria caviar brand, special for New York Fashion Week, to cap off tins of all sizes, from a 10-gram individual “caviar bump” size to an impressive 500gram show tin — and, of course, custom Waldorf Astoria– monogram emblazoned mother-of-pearl spoons.

We opted to use Kaluga caviar, renowned for its rich, complex flavor and buttery, velvety texture. Kaluga, also known as Kaluga Hybrid, is one of the world’s finest and most sought-after varieties of caviar, as well as a sustainable alternative to the endangered Beluga sturgeon.

Caviar was offered as a hallmark station in the lounge, resplendent with blinis, warm toast points, creme fraiche, chive and chopped egg. At night and during special events, individually sized tins were passed as “caviar bumps” alongside a delectable hors d’oeuvre designed as an homage to Caviar Kaspia, warm baby gold potatoes stuffed with caviar, a touch of creme fraiche and chive.

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The Beverages The beverage offerings featured a bespoke menu of Peacock Alley cocktails, crafted in partnership with the Spring Studios team, alongside plenty of Moët & Chandon Brut Champagne for celebratory toasting. Cocktail highlights included an Astoria martini, a dry take on the Waldorf Astoria classic; the inimitable and Waldorf Astoria-invented Rob Roy; a flawless Negroni; what must’ve been fashion week’s best vodka martini — this one made with Truman Vodka, an organic, luxury vodka from one of the world’s finest producers of spirits, Hans Reisetbauer — and a mezcal old fashioned featuring artisanal, women-made Yola Mezcal.

To further enhance the beverage experience, all drinks served on the rocks featured cubes of ice emblazoned with the Waldorf Astoria monogram via a custommade ice stamp.

The Waldorf Astoria monogram also made its way onto branded leather coasters, available throughout the lounge.

The Fashion The exclusive fashion collaboration with Proenza Schouler featured several unique activations, furthering Waldorf Astoria’s influence and brand awareness.

First, a VIP shopping event at Proenza Schouler SoHo welcomed influencers, media and Hilton Honors members to a New York Fashion Week kick-off unlike any other. The event featured on-demand styling by The Wall Group’s celebrity stylists, Sophie Lopez and Chloe Hartstein, and bespoke food and beverage from Lower East Side’s luxury gourmand, Alimentari Flâneur, including hand-delivered curated gift baskets containing a coveted miniature cake and strawberry sumac jam by From Lucie, fresh Barhi dates from Saudi Arabia and late-season stone fruit from New York’s Hudson Valley.

Additional VIP gifts included a custom-made, limited edition Proenza Schouler x Waldorf Astoria cashmere throw. The hero partnership culminated in a runway look inspired by the modern Waldorf Astoria woman and presented during the Proenza Schouler SS24 show at Phillips’s Park Avenue headquarters, which featured attendees like Grace Coddington, Carine Roitfeld, Karen Elson, Derek Blasberg, Lauren Santo Domingo, Eva Chen, Sofia Richie Grainge, Pamela Anderson, Lori Harvey, Chloe Fineman, Ayo Edebiri, Poppy Delevingne, Madeline Argy, Weyes Blood and Lynn Yaeger.

As Waldorf Astoria continues to expand globally and we grow closer to the reopening of the much-anticipated Waldorf Astoria New York, “The Greatest of Them All,” the impact of our sponsorship and event activations at New York Fashion Week furthered Waldorf Astoria Hotels & Resorts awareness and recognition as a leader in modern luxury hospitality and food and beverage excellence.

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