We work across concept and brand, staying close to the experience throughout. Because in hospitality, a brand isn’t something that lives in a presentation. Eventually, somebody has to walk through the door and feel it.
We have always been drawn to places that seem to have a certain magic to them. The ones that feel completely themselves. Where everything somehow belongs, from the name above the door to the way you are greeted when you walk through it. Of course, that sort of ease rarely happens by accident.
Our job is to do the thinking behind it. To understand the opportunity, find the idea worth building around and give it a clear place in the world. Sometimes we are starting with a blank sheet of paper. Sometimes there is already something wonderful there that simply needs bringing into focus.
Umarell works independently and with a lovely network of creative and operational people, bringing in the right expertise when a project calls for it. Above all, we like making places with a reason to exist, and a reason to come back.
How We Work
We work with people at the beginning of an idea, or at the point when an existing one needs looking at again. We spend time understanding what is already there, what could be, and where there is something genuinely interesting to build upon. Then we help give that idea definition, from the way it is positioned to the experience people eventually have when they walk through the door.