Nobu Hospitality

Backstory
The Nobu Restaurant at the Metropolitan Hotel in London has 100 seats and does $30 million a year in sales. In other words, each seat is worth $300k in annual sales; more revenue, for example, than many real estate projects can command. Nobu’s management team understood this principle: people don’t remember the room as much as they remember shared experiences…so don’t build a hotel then figure out the dining story - lead with the dining story and build the hotel “around” the unique dining experience and brand.

Mandate
We were approached by Nobu’s management team to craft the vision for the brand, to establish credibility and to provide the necessary materials to open doors to new opportunities. In a word - to launch the Nobu Hospitality brand

Scope
Brand logo, and logos for first two potential projects at Caesar’s Palace and Abu Dhabi. Stationery, launch website and launch brand brochure.

Approach
Clean. Liberal use of white space. Very upmarket.

Embrace the innovative restaurant brand vision and current “look”.

Embrace the management team led by Chef Nobu, Robert De Niro, Meir Teper as credibility, creativity and expertise.

Position the brand as the “must visit, go-to” experience for respected worldwide celebrities through testimonials.

The place to “see and be seen”.

To listen to what our key learnings from this assignment were please contact us.