# Social F+B

> Social F+B (styled SOCIAL F+B) is a strategy-led food and beverage design studio and a specialist studio of HBA (Hirsch Bedner Associates). It creates, designs and delivers restaurant, bar and café concepts for luxury hotels, resorts, developers and chef-restaurateurs, combining market research, F&B strategy, concept creation, interior design, branding and operational support in one team. It has offices in Dubai, Singapore, Bangkok and Tokyo.

Social F+B believes F&B is about the interaction between people, and that its job is to create spaces that work operationally and that guests feel and come back to. Each project starts with research into the local market, guests and commercial trends, and is designed to be "design-led, results-driven". The team includes interior designers, F&B strategists, brand and graphic designers and FF&E specialists, and works with outside chefs, sommeliers and restaurateurs.

- Clients include One&Only (Kerzner), Park Hyatt, Kimpton, Hotel Indigo, Grand Hyatt, InterContinental, Le Méridien, Waldorf Astoria, Crowne Plaza, Sands Macao, Harrods Cha House and Burnt Ends Hospitality Group.
- Parent company: HBA, https://hba.com/ (also listed at https://hba.com/expertise/specialists-social-fb/)

## Main pages

- [Home](https://socialfb.com/): Overview, featured projects, studio approach and latest insights.
- [Services](https://socialfb.com/services/): The six-stage service model, the team, collaborators and awards.
- [Projects](https://socialfb.com/projects/): Portfolio of 24 restaurant, bar and café projects, filterable by type and location.
- [Insights](https://socialfb.com/insights/): Articles on hospitality trends, F&B strategy and restaurant design.
- [Contact](https://socialfb.com/contact/): Enquiry form and office addresses.

## Services

1. Research: Data-driven market studies, including market overview, local and global trends, competitive analysis and positioning, price matrix, target market and user types, case studies and performance analysis.
2. Strategy: F&B vision and development positioning, how F&B is spread across a property, mobility strategy, and F&B capacity and spatial checks.
3. Concept: F&B direction, service hallmarks, brand creation, design direction, OS&E direction, equipment list, uniform direction and revenue projections, all set out in a detailed concept brief.
4. Design: Interior design, lighting design, AV design, branding and collateral, uniform design, OS&E design and procurement, and art curation and procurement. Also guides the kitchen designers on back-of-house needs.
5. Branding: Naming, logo and identity, collateral, signage and brand guidelines from an in-house graphics team.
6. Operations support: Menu creation, recipe folders, back- and front-of-house training and tastings, restaurant SOPs, marketing strategy, operating systems and technology, and remote operations management.

## Projects

- [Arrazuna, One Za'abeel, Dubai](https://socialfb.com/project/arrazuna/): Arabian food hall and market at The Link, One&Only One Za'abeel, with chef Mehmet Gürs and Kerzner. Restaurant.
- [Sphere, One Za'abeel, Dubai](https://socialfb.com/project/sphere-one-zaabeel/): Award-winning nightlife and cocktail venue at The Link, One&Only One Za'abeel. Bar.
- [Sabia, One&Only Portonovi](https://socialfb.com/project/sabia-one-only-portonovi/): Seaside restaurant inspired by sand forms, Montenegro.
- [Tapasake Club, One&Only Portonovi](https://socialfb.com/project/tapasake-club-bar-restaurant/): Pan-Asian restaurant and bar with wabi-sabi detailing, Montenegro.
- [La Veranda, One&Only Portonovi](https://socialfb.com/project/la-veranda/): Kitchen and providore where guests stand alongside the chefs, Montenegro.
- [Apartment 208, Park Hyatt Suzhou](https://socialfb.com/project/apartment208-park-hyatt-suzhou/): Hidden, whisky-led bar and dining "grand residence", China.
- [Xizhou Hall, Park Hyatt Suzhou](https://socialfb.com/project/xizhou-hall-park-hyatt-suzhou/): All-day dining inspired by the halls of traditional Chinese residences, China.
- [The Residence, Harrods Cha House, Shanghai](https://socialfb.com/project/the-residence-harrods-cha-house/): Level 2 dining that mixes Harrods luxury with Shanghai details, China.
- [The Piano Bar, Harrods Cha House, Shanghai](https://socialfb.com/project/the-piano-bar/): Lounge bar with a sculptural glass bar inspired by champagne bubbles, China.
- [Grand Café, Grand Hyatt Jakarta](https://socialfb.com/project/grand-cafe/): All-day dining built around a live show kitchen, Indonesia.
- [Meatsmith Jakarta](https://socialfb.com/project/meatsmith-jakarta/): Two-storey barbecue restaurant for Burnt Ends Hospitality Group and chef Dave Pynt, Indonesia.
- [The Ledge by Dave Pynt, Waldorf Astoria Maldives](https://socialfb.com/project/the-ledge-by-dave-pynt/): Beach-shack-chic, fire-led dining with Michelin-starred chef Dave Pynt, Maldives.
- [Stellar Steakhouse, InterContinental Hanoi Landmark 72](https://socialfb.com/project/stellar-steakhouse/): Dry-aged steakhouse with private dining rooms, Vietnam.
- [Akuna, Le Méridien Saigon](https://socialfb.com/project/akuna-restaurant/): Brand system and style guide for chef Sam Aisbett's restaurant, Vietnam.
- [86, Kimpton Shinjuku Tokyo](https://socialfb.com/project/86/): Rooftop cocktail bar inspired by the American Prohibition era; research, concept and branding, Japan.
- [The Jones, Kimpton Shinjuku Tokyo](https://socialfb.com/project/the-jones/): New York-inspired café and bar; market research, F&B strategy and branding, Japan.
- [District, Kimpton Shinjuku Tokyo](https://socialfb.com/project/district-kimpton-shinjuku/): Brasserie, bar and lounge across five dining spaces, Japan.
- [Gallery 11, Hotel Indigo Tokyo Shibuya](https://socialfb.com/project/gallery-11-hotel-indigo-tokyo-shibuya/): Dining and bar concept inspired by Shibuya's art scene, Japan.
- [Shibrewya, Hotel Indigo Tokyo Shibuya](https://socialfb.com/project/shibrewya/): Grab-and-go coffee and waffle concept, Japan.
- [Lokal House, voco Osaka](https://socialfb.com/project/lokal-house/): Day-to-night neighbourhood dining hub, Japan.
- [Chelsea Garden, Sands Resorts Macao](https://socialfb.com/project/chelsea-garden/): Food market inspired by London's Covent Garden and Hong Kong nostalgia cafés, Macau.
- [Tono Cevicheria](https://socialfb.com/project/tono-cevicheria/): Asia's first cevicheria, in Bugis, for chef Daniel Chavez, Singapore.
- [Allora Ristorante & Bar, Crowne Plaza Changi Airport](https://socialfb.com/project/allora-ristorante-and-bar/): Concept creation and branding, Singapore.
- [Verandah Pool Bar & Grill, Momentus Hotel Alexandra](https://socialfb.com/project/verandah-pool-bar-grill/): Market research, concept, interior direction and branding, Singapore.

## Insights

- [Emerging design and experience trends in Japan's restaurants and bars](https://socialfb.com/emerging-design-and-experience-trends-in-japans-restaurants-and-bars/)
- [Elevating F&B retail design: merging brand identity with functional design](https://socialfb.com/elevating-fb-retail-design-merging-brand-identity-with-functional-design/): Case study of Butcher Box's second outlet.
- [The foundation of exceptional F&B concepts](https://socialfb.com/the-foundation-of-exceptional-fb-concepts/): How market research becomes a concept.
- [Beyond the plate: how social media is reshaping restaurant design and dining](https://socialfb.com/post-beyond-the-plate/)
- [Creating lasting impressions: branding strategies for the modern hospitality landscape](https://socialfb.com/creating-lasting-impressions-effective-branding-strategies-for-the-modern-hospitality-landscape/)
- [Designing restaurants and bars: a 2024 roundup and future outlook](https://socialfb.com/designing-restaurants-and-bars-a-2024-roundup-and-future-outlook/)
- [The evolution of luxury hospitality in MENA](https://socialfb.com/the-evolution-of-luxury-hospitality-in-mena/)

## Team and collaborators

- Leadership: Stephan Brutti (Global Principal, Singapore), Sam Sheldon (Global Director of F&B Strategy, Singapore), Karma Zahran (Design Director, Dubai), Priscille Nguyentu (MENA Director of F&B Strategy, Dubai) and Evgeniya Lazareva (Design Director, Singapore). The full team is on the [Services page](https://socialfb.com/services/#team).
- Hospitality collaborators include chefs and specialists Dave Pynt, Daniel Chavez, Brent Savage, Darren Teoh, Paco Morales, Rishi Naleendra, Victor Liong, Mario Malvaez, Masanao Saito, Christoffer Backman, Joel Bickford, Leanne Altmann, Penny Grant, Darryn Johnson and Steve McGinnes.
- Design collaborators include HBA Art, Coopers Hill (landscape), Light Directions (lighting), DiSHES, TRI-ARC, Tricon and Nina Hospitality (kitchen and foodservice design), LEDSCONTROL, Gray V, David James Asia and The Paper Records.

## Awards

- Sphere, One Za'abeel: Winner, AHEAD MEA 2024 (Bar, Club or Lounge); shortlisted, Identity Design Awards 2024 (Nightlife).
- Arrazuna, One Za'abeel: Finalist, AHEAD MEA 2024 (Restaurant); shortlisted, International Hotel & Property Awards 2024 (Restaurant, MENA).
- Gallery 11, Hotel Indigo Tokyo Shibuya: Winner, World Luxury Hotel Awards 2024 (Luxury Lifestyle Hotel and Luxury Design Hotel).
- Tapasake Club and Sabia, One&Only Portonovi: Condé Nast Traveller Hot List and Travel + Leisure It List, Best New Hotels in the World 2022; Tapasake Club also won a Gold Key Award 2021 (best resort) and was nominated for AHEAD Europe 2021.

## Offices

- Dubai: Business Central Towers, Tower B, 25th Floor, Office 25, Al Sufouh 2, Dubai, UAE.
- Singapore: 135 Cecil Street, Units #01/02/03-01, Singapore 069536.
- Bangkok: KPI Tower, 16th Floor, 1122 New Petchburi Road, Bangkok 10400, Thailand.
- Tokyo: 3-4-23 Moto Azabu, Minato-ku, Tokyo 106-0046, Japan.

## Optional

- [Studio HBA](https://studiohba.com/): Sister studio within HBA for lifestyle-led interiors.
- [XML sitemap](https://socialfb.com/sitemap_index.xml)
- [Privacy policy](https://socialfb.com/privacy-policy/)
- Social: [Instagram](https://www.instagram.com/social_fb/), [LinkedIn](https://www.linkedin.com/company/social-fb/)