Designing a Bombay Inspired Bombshell

Project — Create NYC’s most buzzed about Indian hospitality destination.

Strategy and Creative – When agency friend and long-time collaborator, Jimmy Rizvi found his unique space off Union Square we were already locked and loaded as his creative counterpart. We set out to completely change expectations of what an Indian concept in New York could be. Having helped develop and launch the ultra successful Indian fast casual concept indkitch,our team was deeply familiar the cuisine, culture and indian fare’s specific fit within the nyc market. But rather than a mecca for the lunchtime masses we set out to create a luxurious lifestyle destination.

First and foremost we we rejected formality. We set out to engineer an unapologetically convivial and engaging space designed for social sharing. Working intimately with our partners we crafted a strategy that blended contemporary art and detail-obsessed retro design. From the creation of a fictional bombay family to anchor the creative, to the conceptualization and execution of the interior design. We had a close eye on every inch of the concept. Our creative influence spanned interior design, curation of art installations and creation of the identity. Resulting brand touching points included signage, website and a menu system featuring a leather bound journal as cocktail menu. Hand-crafted in India of course.

Results — The public reaction speaks for itself. Gupshup has been recognized by the New York Times, was named one of the hottest new restaurants by and Alphasixty calls it a ”smorgasbord for the stomach, and the eyes.” Social exposure has exploded and the spaced has been packed since the day doors opened.