Branding across the F&B ecosystem at @hotelindigotokyoshibuya was developed as an extension of the neighbourhood itself. Informed by market research and target guest definition, the graphic direction reflects Shibuya’s youthful, energetic, and expressive character—bold without being forced, playful without losing clarity.
While @gallery11shibuya and @shibrewya serve different roles within the ecosystem, their branding is unified through shared principles: modularity, vibrancy, and adaptability across dayparts and formats.
This approach allows each venue to feel locally relevant and immediately recognisable, while ensuring consistency across menus, packaging, signage, and guest touchpoints. The result is a branding system that supports both individuality and cohesion—mirroring the layered energy of Shibuya itself.
With the strategic framework established through @gallery11shibuya , the wider F&B ecosystem at @hotelindigotokyoshibuya was developed through deliberate segmentation of guest needs, behaviours, and usage moments. Gallery 11 functions as the primary anchor—designed for longer dwell times, social dining, and day-to-night transition—with a journey of distinct experiences layered to balance and contrast one another through different space, mediums and time.
In contrast @shibrewya , responds to faster-paced consumption, casual indulgence, and grab-and-go behaviour, offering a contrasting rhythm while remaining strategically aligned in tone, quality, and identity. Together, these spaces create a layered guest journey—distinct in function, unified in intent—ensuring the hotel’s F&B offering performs across multiple dayparts, guest segments, and modes of use.
Image Credit: Hotel Indigo Tokyo Shibuya
Every successful F&B ecosystem starts long before the first space is designed.
For @hotelindigotokyoshibuya , our work began with comprehensive market research, understanding target guest segments, dining behaviours, and daypart demands. These insights informed the scale, positioning, and role of each F&B venue across the property.
@gallery11shibuya was developed as the heart and soul of this ecosystem. Through a fully integrated 360° approach—spanning research, concept creation, branding, and interior design—the venue embodies the core ideas that define the project: flexibility, cultural expression, and a layered day-to-night experience rooted in local context.
From this foundation, further opportunities were identified to layer the guest journey through complementary formats and offerings, ensuring each touchpoint responds to a specific guest need while remaining part of a cohesive, strategically aligned whole.
Gallery 11 does not stand alone. It sets the tone from which the wider F&B ecosystem unfolds.
Our work has evolved—and so has the way we share it.
Our website has a whole new look, designed to better reflect our thinking, our projects, and the people behind them. From deeper project storytelling to clearer insight into our services and collaborators, it’s a space built to grow with us.
We’re excited for you to step in.
Visit today!
From concept to realisation.
Following a year that saw 37 concepts developed and delivered in 2025, our work continues to translate strategy and creativity into built environments. Looking ahead to 2026, 24 venues informed by our strategic and creative work—from early concept development through to realised spaces—will open across five countries, in collaboration with luxury, lifestyle, and independent operators.
More to come as we begin sharing what’s ahead!
For F&B consulting or Interior Design Services, contact: [email protected]
We’re proud to mark the opening of our first office in Japan, strengthening our on-the-ground presence and long-term commitment to the market.
As our footprint grows, so does our team—supporting our Japanese clients with deeper local insight, closer collaboration, and a shared ambition to deliver thoughtful, culturally grounded hospitality experiences.
An important step forward as we continue to build enduring partnerships across Japan.
For F&B consulting or Interior Design Services, contact: [email protected]
We’re proud to welcome Giselle Miho Tanabe as our F&B Strategy Lead, marking SOCIAL F+B’s first permanent role in Tokyo. With deep local insight and global experience across brand, design, and the arts, Miho brings a culturally attuned and strategically sharp perspective to our Japan portfolio.
An exciting milestone as we continue to grow across the market!
Join our Team!
Email your portfolio/CV to [email protected]
Joining us in Singapore, Liga Piraga steps in as Design Director of our SG studio. With more than 12 years of experience across architecture and hospitality interiors, Liga brings a considered, intention-led approach to contemporary dining environments. Her strong operational understanding and experience with chef-led concepts across global markets will further elevate our work in the region.
Join our Team!
Email your portfolio/CV to [email protected]
We’re excited to welcome Karma Zahran as our new Design Director, MENA, based in Dubai. With over 15 years of experience delivering hospitality and F&B projects across the GCC and wider Middle East, Karma brings deep regional knowledge, global project exposure, and a pragmatic design approach. Her leadership will play a key role in strengthening SOCIAL F+B’s presence and design direction across the MENA region.
Join our Team!
Email your portfolio/CV to [email protected]
The collateral branding for Xizhou Hall reflects the elegance and cultural depth of the venue’s design narrative. The deep red palette, accented with refined gold typography and a geometric floral emblem, draws inspiration from the artistry and grandeur of traditional Chinese residences.
Subtle patterning on the reverse side reinforces the layered sense of heritage and craft, echoing the rhythm of performance and ceremony that defines the hall. This identity balances formality with refinement, seamlessly tying the visual language of the brand to the elevated dining and cultural experience within.
For F&B consulting or Interior Design Services, contact: [email protected]
Xizhou Hall was imagined as a contemporary Grand Hall — a place where the artistry of cuisine becomes performance. Capturing the spirit in motion – the rhythm of light and shadow, the quiet anticipation before a dish arrives, the fluid interplay between guest, chef, and space.
Just as opera and poetry once filled the halls of old Suzhou, today it’s the theatre of food that animates the room — the duck oven on centre stage, the gardens as shifting backdrop, every moment choreographed with intention.
For F&B consulting or Interior Design Services, contact: [email protected]
Inspired by the Grand Halls of old Suzhou—where opera, poetry, and music once drew the community together—Xizhou Hall was conceived as a modern theatre of cuisine.
Here, food takes centre stage. The duck oven becomes the protagonist, flanked by savoury and sweet preparation counters like supporting actors. A central elevated dining platform offers guests a front-row seat to the unfolding drama—where chefs perform and light dances across internal courtyards.
Beyond the main hall, the journey continues backstage—into a series of intimate private dining rooms that honour the artisans behind every performance. Each room is inspired by a different craft: the calligraphy of the playwright, the embroidery of the costume designer, and the engraving of the set builder.
From render to realisation, our work focused on clarity of vision and depth of experience. Every material and spatial decision supports the rhythm of the performance—on stage and behind the scenes.
For F&B consulting or Interior Design Services, contact: [email protected]
