Inventing the timeless &
Inventing the timeless
A collaboration between Den Group Architecture + Interior Design and eskimosoup
D
en Group Architecture + Interior Design are a multidisciplined architectural interior design agency creating amazing spaces where you eat, drink, sleep, work, learn, play, shop, live, and enjoy a bit of pampering. We meet with you to discuss your brief, research your competitors and create a concept that fits your brand. Then, once the details have been worked out and the package approved, we get to work turning those dreams into reality.
By combining our skills with the talents of eskimosoup we took a vision of the next generation of dining and built it from scratch. The harmonisation of Den Group’s magnificent interior design and lighting with eskimosoup’s top-notch branding and communications saw a derelict building and shapeless product grow into a phenomenal triumph, far exceeding all expectations and receiving waves of media coverage before it had even opened its doors to the public.
“The design was about achieving the right balance between celebrating the past and reinventing the future, from the bespoke furniture with Victorian influences and complementary wall panelling with a gothic black twist, to transforming original craftsmanship tile designs into customised, laser cut, powder coated steel panels to adorn the front of the bars and theatre-style kitchen, not to mention the contemporary lighting design scheme, featuring key pieces from the Tom Dixon, Foscarini, and Flos collections. We wanted to bring something really special to the Marina, it was all about being as creative as possible and setting the standard for future developments in the area.� Emma Fearn, Director, Den Group
“Everything you can imagine is real.” Pablo Picasso
eskimosoup specialise in turning big ideas into huge results. Whether creating a project from scratch or transforming an existing product so that it achieves optimum efficiency, our team of multitalented marketing professionals use the tools best suited to the job and a strategy created specially for you. We drive business your way and get people talking about your success. “I personally had never experienced such a universally successful project. Having worked on the strategy and marketing plan from day one, I had no doubt that the end result would be something extraordinary, but together along the way we did so much more than that, we created something legendary.” Rich Quelch, Account Director, eskimosoup
“A thing of beauty is a joy forever: its loveliness increases; it will never pass into nothingness.� John Keats
Den Group began work on 1884 Dock Street Kitchen in January 2011, back when it was the derelict Baltic Wharf Public House, with no electricity, no lighting, but plenty of rubble to compensate.
During a site survey we uncovered a piece of history: containers of invoices and newspapers dating back to 1884, the year of construction. Immediately we knew that the whole design would revolve around this amazing find.
Den Group designed 1884 from concept to completion, ensuring that the whole package was followed to a tee by the project contractors and meeting all of the regulations set out by Hull City Council’s Planning and Conservation departments, Building Control, Licensing, and Environmental Health, as well as the acoustic challenges that presented themselves.
“1884 Dock Street Kitchen was an amazing project for Den Group. The visitor leaves with a lasting impression from the creative work of our interior designers, Emma Fearn and Sam Quelch, but I would like to think that some will realise the detail and determination that Mark Ashton and I employed in order to preserve the intricate historical architecture of a dilapidated listed building in a conservation area. We were determined to retain as many of the original features as possible, which had to be redesigned to suit modern materials and workmanship, but we wanted to celebrate one of Hull’s most beautiful buildings and the outcome was definitely worth it.” Lee Collingwood, Architect, Den Group
“Working on a mixed-use development always has its trials and tribulations, one being the acoustics of such a grand building in a conservation area. We were challenged from the start with not only the noise impact on nearby buildings, but the apartments above the restaurant almost destroyed our vision of exposing the fantastic original ceiling beams. The authorities insisted on having suspended ceilings in the restaurant to omit sound transfer, but we were able to design an acoustic floor in the apartments that meant the ceiling beams could be retained.� Mark Ashton, Architectural Technologist, Den Group
“The lighting design was one area that we were extremely passionate about, as a restaurant on this scale had to have the right ambience. We knew that the feature lighting we designed would make a dramatic statement and the key pieces chosen would be the juxtaposition required between the past and the future, fulfilling the concept that we had wanted from the inception of the project. The grand statement chandelier positions were key to the layout, which meant that we had to design the ventilation ducting around the lighting plan. It was tough to convince the contractors at the time but they all agree that the lighting design takes your breath away.� Sam Quelch, Director, Den Group
“There is no sincerer love than the love of food.” George Bernard Shaw
In the very early days, when eskimosoup first came on board, the goal was a restaurant that would equal those of London, Paris and New York, serving incredible food and offering an experience that the people of Hull deserve. Working closely with the creative experts at Den Group, and with celebrated Head Chef James Allcock set to offer seasonal menus using the finest ingredients and traditional family recipes, the end product was clear from the start, and our strategy reflected this. “Before we’d even begun, we knew exactly what needed to be achieved. Our objectives were defined yet flexible, the sales targets were given strict but realistic timeframes, and the marketing action plan accounted for all possible contingencies. This is why 1884 Dock Street Kitchen proved such a success story: we knew where we needed to be and how to get there, but weren’t afraid to adapt along the way.” John Gilbert, Managing Director, eskimosoup
“Create your own visual style... let it be unique for yourself and yet identifiable for others.� Orson Welles
Phill Postill knew exactly how 1884 Dock Street Kitchen’s branding should look. It had to be bold yet chic, distinguished whilst welcoming, and eye-catching in a simplistic way that still embodied the luxury offered by Den Group’s interior designs. So he went to work with an idea, and very soon delivered the perfect solution. This was used for all visual elements, from the impressive signage that watches over the vessels on Hull Marina, to the business cards that James uses when networking with prospective clients. “By using textual design that’s both smooth and durable, white on black, the customer gets a feel for the ambience before they even walk through the doors: tasteful, relaxed, sumptuous, and blending the contemporary with the timeless.” Phill Postill, Creative Director, eskimosoup
“The power of social media is it forces necessary change.� Erik Qualman
One of the achievements of which eskimosoup are particularly proud is the enormous reaction from the public through social media, months before Den Group had installed their designs. By using strong, visual and engaging content, the Facebook page grew daily, with fans posting comments, liking updates and excitedly asking questions about Hull’s upcoming sensation. Meanwhile, the Twitter account received mentions and retweets at an ever-increasing rate, with many respected members of the business community clearly displaying their anticipation.
“It was unbelievable. We all knew that people would come on board, but the amount of positive activity around the restaurant, much of it almost as passionate as that of the team implementing its creation, shows how much Hull was crying out for this exciting development.� Rich Quelch, Account Director, eskimosoup
“If you have an opportunity to use your voice, you should use it.” Samuel L. Jackson Though benefiting from perpetual word of mouth and excellent support from the regional press, 1884 Dock Street Kitchen required its own voice in order to whet the taste buds of the masses. To accompany Phill Postill’s sleek and stylish visual branding, an elegant method of communications was created to consistently engage the target audience. This was used for various channels, from invitations and personalised letters, to press releases, online content and 1884 Dock Street Kitchen’s prestigious Wine Society. “A brand’s word bank is as essential as its design palette. In order to share passion and demonstrate confidence verbally, you need to exert authority in that specific field whilst remaining clear and approachable. 1884’s voice required a delicate balance, one that was achieved by working closely with all of the project’s key players.” Rich Sutherland, Copywriter, eskimosoup
“Life must be a constant education.” Gustave Flaubert
With a target of 750 customers in the first month, the restaurant actually hit this figure in its first ten days.
Together, eskimosoup and Den Group began working on 1884 Dock Street Kitchen thinking we’d seen it all, that respectively we knew everything there was to know about project management and interior design. Before long we realised that, despite years of running countless campaigns and developments, we hadn’t quite experienced the true potential of dedication, creativity and an unwavering faith in what can be achieved through a combined effort. We began with nothing tangible, just initial designs and exchanges of words; today the city has its dining renaissance, something that we can all share, enjoy and take great pride in. With a target of 750 customers in the first month, the restaurant actually hit this figure in its first ten days. eskimosoup and Den Group had delivered what was promised, and far surpassed all expectations.
“We’re especially proud of our work on 1884 Dock Street Kitchen as there were many barriers that had to be overcome or worked around during the journey, which led to us employing really clever techniques that look simply amazing. We’ve retained the heritage whilst celebrating the modern, and the public’s reaction is more than we could ever have hoped for.” Emma Fearn and Sam Quelch, Directors, Den Group
“What can I say? We’re elated that the restaurant has grown from a concept and mood board to a phenomenal victory that has made everyone realise what good food is all about. 1884 Dock Street Kitchen is one for the history books, a testament to our ability to make dreams become reality.” Rich Quelch, 1884 Project Marketing Director, eskimosoup
“Food, glorious food!” Opening song to Oliver! by Lionel Bart, based on Oliver Twist by Charles Dickens
Over twelve months, eskimosoup and Den Group oversaw every aspect of 1884’s creation, from the visual branding and style of communications, to the physical form of the restaurant itself. We could see with our own eyes that it was a breathtaking feat of interior design, with a strong character and excellent reputation through media exposure, but what we required was the approval of someone who excelled in the culinary arts, who had worked with Gordon Ramsay in London, whose mission in life was to present people with the most amazing flavours they would ever taste.
“It’s everything we dreamed of and more. The theatre-style kitchen, like those used in New York’s prominent Meat Packing District, allows diners to watch my skilled team as they create their perfect meals. Den Group built the restaurant exactly as they’d planned, and eskimosoup built the brand to the finest detail. As a result of their combined powers, every element of 1884 Dock Street Kitchen is part of the experience, one that is in a class of its own.” James Allcock, Head Chef, 1884 Dock Street Kitchen
Get in touch with us for the complete professional design service. We’re here for you and your Architecture & Interior Design needs. Our dedicated design team will work with you in providing a bespoke solution that delivers both on high-end quality and price. Unit 3 Brough Business Centre Skillings Lane, Brough, East Riding of Yorkshire, HU15 1EN Tel: 01482 665070 Email: info@dengroup.co.uk Web: www.deninteriordesign.co.uk follow us on twitter! twitter.com/Den_Group follow us on facebook! facebook.com/DENinterior
If you have a project, business, product or service that needs a successful launch or maybe some reinvigorating we’d love to hear about it. Big challenges that require big ideas is where we add the greatest value. Feel free to get in touch with the eskimosoup team via any of the following methods: Salters House, 156 High Street, Hull, HU1 1NQ Tel: 01482 223866 Email: hello@eskimosoup.co.uk Web: www.eskimosoup.co.uk follow us on twitter! twitter.com/eskimosoup follow us on facebook! facebook.com/eskimosoup