19 May 2023

Lifestyle restaurants create memorable sensory experiences by ingeniously incorporating the drinking experience into their environment to offer guests a seamless journey. 

These restaurants that offer an elevated immersive and experiential drinking experience, are the ones currently shaping the On-Trade industry and laying the foundations for the future. However, creating an astonishing experience takes more than creativity and innovation – a deep understanding of customer behavior is also essential, along with a complex balance between fine dining, drink selection, music, decor and entertainment.

To create a journey that drives customers inside the venue, the most successful concepts usually start from a common ground then skillfully twist it. After establishing the cultural habits (such as table service or dress code), various cues can be disseminated to build a second skin of immersive experience in a new environment. Customers can then emotionally link the venue to a memory, feeling, or sensation, such as a memory of traveling to another country or walking in nature. 

Ultimately, it’s all about the customer journey within the venue. We can classify most of these experiences into five categories: country travel, time travel, nature travel, “show must go on” and “signature dish”.

Country travel

Italia mi amore

Cipriani, Dubai

With its art, rich history and its festive lifestyle and cuisine, Italy is a smart concept choice. Italian culture is indeed embedded with the love to celebrate. Glamorous and elegant by nature, Italian lifestyle restaurants mastering traditional Italian flavors with contemporary twists are always a success. IT Restaurants offer state-of-the-art Mediterranean cuisine provided by the two Michelin-Stars Chef Nino Di Costanzo. IT Restaurants are also famous for their contemporary interiors and impeccable taste for festive ambiance. In the meantime, at MAMO Michelangelo it´s all about authenticity. For the past 30 years, the restaurants have been hosting show bizz celebrities or football players in a simple and generous spirit with Mamo being an iconic and welcoming face.

Finally how not to talk about Cipriani’s elegance and their signature carpaccio dish? A high-level services offer and genuine Italian hospitality widely acknowledged as the epitome of excellence.

Hellenic vibes

Bacchalanian, London

Often linked to Mediterranean sun-drenched hotspots, Greece and Italy restaurants are popular concepts. The incorporation of Greek cultural elements such as mythology, art, and music genuinely transform the dining experience into an immersive momentum. For instance Gaia restaurants excel in providing their customers with a distinctive dining experience that includes a carefully curated Ice Market, showcasing an exceptional selection of premium seafood delicacies. Bacchanalian London, has opted to captivate their customers with a stunning visual display, taking the Hellenic grandeur to the next level. Their interior is adorned with awe-inspiring statues, monumental Greco-Roman feasting arrangements, and legendary entertainment that leaves a lasting impression.

Named after the famous industrial port of the city of Kalamata (famous for its olives), located in southern Greece Kalamata restaurants are home to authentic Greek flavors and a friendly atmosphere. The cocktails are a nod to the picturesque Greek Islands (Mykonos, Naxos, Kos…) and the the convivial and laid-back ambiance evokes the celebratory Mykonos vibe.

French Riviera style

Bagatelle, Saint-Tropez

The common thread among these restaurant concepts is the evocation of “La Belle Epoque” era of the Cote d’Azur, during its golden days. Fine French dining coupled with a French Riviera lifestyle is an incredibly successful restaurant concept. The recipe for this success includes a focus on excellent table service and fine dining, while maintaining a relaxed and casual atmosphere. Champagne, wine, and rosé are prominent in the beverage offerings, followed by agave-based spirits.

With a proven track record of over 20 years of success in 15 different locations, Nikki Beach has been a pioneer and leader in this category, inspiring and being followed by many others such as Bagatelle, Indie Group and LPM Restaurants. Each of these players has been internationally recognized for magnifying the French Riviera lifestyle either in France or abroad.

And…it’s a match!

COYA, Monte-Carlo

The innovative Chef Nobu Matsuhisa broke new ground over two decades ago by blending two cultures that were historically at odds: Japan and Peru. Alongside his associates Robert De Niro and Meir Teper, the Nobu brand has expanded to include over 50 restaurants across the US, Europe, the Caribbean, Middle East, and Asia Pacific. Nobu’s worldwide success has paved the way for many other Japanese-Latin fusions to flourish.

COYA restaurants have taken the Japanese-Peruvian fusion to new heights by offering an immersive experience that combines food, drinks, and art. At COYA Monte-Carlo, for instance, the Inca heritage is celebrated through a stunning Pisco Bar (Pisco being one of the oldest spirits in the world) and an impressive collection of works by celebrated Peruvian photographer Martín Chambi.

Sushi Samba has also made a splash in the world of festive lifestyle restaurants by seamlessly blending Brazil, Peru, and Japan. From robata grill to sushi, to sumptuous cocktails and Carnival de Rio-style shows, Sushi Samba has skillfully integrated elements from all three cultures to create a truly unique dining concept.

A taste of Latin America

Mnkey Hse, London

Latin American countries have established themselves as leaders in bringing together festive atmospheres and tasty cuisine. With a vibrant living style and colorful drinks, the region exudes energy and excitement. Casa Calavera restaurants (TAO Group Hospitality) have elevated traditional Mexican calavera art and authentic Día de los Muertos themes to create an unrivaled dining experience. The celebration of Mexican culture is ensured by playing mariachi music on Friday nights and Sunday brunches, and with a focus on elevating agave-based spirits through refined cocktails.

On the other hand, Mnky Hse has drawn inspiration from Latin American living style by creating a sophisticated yet energetic atmosphere. Sensory lighting, edgy accessories, and an upbeat but relaxed vibe are mixed to provide a sensational dining experience. 

Moroccan-style

Saikuk, Tulum

Moroccan cuisine and renowned hospitality both form the foundation of a generous and authentic dining experience. Paris Society recently introduced Dar Mima, a restaurant that highlights typical Moroccan dishes « to share » with a unique service ritual and the genuine mint tea ceremonial. The cocktail menu features spicy twists that complement the cuisine.

Salama restaurants offer a more exotic version of Moroccan dining, with an enchanting garden that welcomes guests into an oasis-vibe environnement. The food is generous and homemade, while the pastel colors and lush vegetation create a cozy atmosphere.

For a more festive approach, Saikuk invites guests on a journey to discover Moroccan flavors, scents, and colors. The atmosphere is lively, with flaming cocktails that exude fiery and smoky aromas in a Tulum style.

“World of Asia”

Sexy Fish, London

Asian cuisine has become increasingly popular in the lifestyle restaurant scene, with many successful concepts showcasing the refined and elegant service rituals of Asian culture. Hakkasan, with over 10 locations worldwide, offers modern Chinese cuisine often awarded with Michelin stars. It’s restaurants are contemporary-inspired with signature dishes as well as an exclusive « Only At » collection created for each different location. Ki Nu Gawa is another recognized Japanese concept that has succeeded in various hotspots around the world, with graphic design and elegant architecture recreating the essence of Japanese culinary tradition.

Sexy Fish, on the other hand, chooses a more glamorous and disruptive approach. Its Martin Brudnizki Studio-designed space boasts a mid-century opulent style, including a Coral Reef Room with two of the world’s largest live coral reef tanks. One of their bar also holds the world’s largest collection of Japanese whisky and offers inventive cocktails.

Other successful concepts in this space include Komodo, Zuma, Mayabay, and the world-renowned Buddha Bar.

Time travel

“Mondanités”

Boeuf sur le toit, Paris

The French concept of mondanité embodies the world of high society and social events, with a rich history dating back to the 18th century. Originally a gathering place for aristocrats to discuss intellectual topics and build networks, mondanité has evolved to encompass all aspects of Parisian high society, including fashion, art, literature, and politics. Today, it remains an important part of French culture and has gained a large following in Paris.

Brands are leveraging the essence of the concept and playing with its codes, such as Mondaine de Pariso restaurant, which immerses guests in the captivating universe of 18th-century Parisian salons. At Mondaine, guests are immediately immersed in the captivating universe of 18th-century Parisian salon. Breaking free from its core meaning to dive into a more private modern soirée where in the air floats a sulfurous perfume of sophistication. Here, guests encounter characters replicating French history: le Dandy, la Duchesse, la Muse, l’Artiste creating an environment where reality and fiction blend seamlessly together.

The XXL sumptuous Parisian flat with its dimmed lights has been imagined as the luxurious garconnière of a Parisian lover of art and party enthusiast, chic and superbly decadent.

Others have used the concept to recreate this era with brio such as Boeuf sur le toit, or Le Piaf restaurants in which vibrant private parties are home to delightful pleasures.

“Enjoy the ride”

Le Train Bleu, Paris

What could be a more captivating customer experience than taking them on an actual journey? The concept of bringing the travel experience to a venue or even being the travel itself is exemplified by the Venice Simplon-Orient-Express (VSOE) by Belmond. This luxury train offers a complete high-end hospitality experience, where guests can indulge in the exquisite cuisine of Jean Imbert (Executive Chef at The Plaza Athenee) paired with the finest wines and spirits while taking in the ever-changing scenery that serves as the train’s backdrop.

The travel theme has also been masterfully executed by Le Train Bleu, an iconic Belle Epoque restaurant located in a stunning architectural monument adorned with exceptional frescoes from wall to ceiling, impressive gilding and mouldings, and enormous crystal chandeliers hanging from its 8-meter high ceilings. For over 120 years, the establishment has put on a spectacular show, featuring flamboyant dishes and meat carvings performed in front of customers.

Nature travel

Amazonico, Dubai

Drawing inspiration from nature can create a unique and captivating atmosphere for a venue, providing an immersive experience that transports customers to a lush, natural environment. Incorporating elements of nature into the design and F&B offerings, such as eco-friendly brands and fresh, sustainably-sourced food, can enhance this experience further.

Amazonico has masterfully captured the essence of the Amazon forest in its restaurant, featuring luxuriant flowers, hand-crafted stained glass butterflies, and a signature tropical cocktails menu. Similarly, Wyld by Nature has created a high-energy club experience that seamlessly blends opulence with the wild rainforest fauna and flora. The club has also taken a sustainable approach by implementing initiatives to protect the environment, such as funding global reforestation, eliminating single-use plastics, supporting wildlife charities, and partnering with small international drinks brands that give back to the community and the planet.

Verde and Gitano have also adopted the concept of bringing nature with sophistication into their venues in a stylish and neo-bohemian way.

Show must go on

L’Opéra, Saint-Tropez

Venues with a highly selective and festive level are known for their extravagant and flamboyant events, offering guests the most luxurious and entertaining experiences. Bottle service and is a key aspect of the offer, with a focus on large format bottles such as Jeroboam size. The Champagne category is particularly popular and associated with opulent partying, with  « Tête de cuvée » (top-of-the-range) brands. Tequila is another popular spirit in these environments, often served with its famous shot rituals.

Among others L’Opéra, located in the heart of Saint Tropez, is a true gem of the French Riviera. With its stunning crystal chandeliers, marble floors, and plush seating, the restaurant offers a unique dining experience. La Ferme Saint Amour and My Boyfriend Is Out of Town are both have both mastered the art of lavish parties as well.

Flagship product

BeefBar, Monaco

Restaurants that focus on a single dish are growing in popularity as they can perfect their craft and offer high-quality dishes. These restaurants often emphasize the service ritual to ensure a memorable dining experience. Steak is a popular choice for such restaurants, with places like Beefbar, Nus-Ret and Catch Steak basing their concept around it.

Some of them even offer personalized steak cutting directly at the table, and showcase beef cuts and breeds like pieces of art. Other signature dishes, such as Joel Robuchon’s famous « Robuchon Purée » and homemade Italian pizza at Crazy Pizza, can also be found in single-product restaurants.