Allium is the in-house dining experience found at The Vices York. Headed up by Chef Luke Sanderson, Allium offers a six-course tasting menu, which is served in unison to each guest. An exciting exploration of flavour that allows the customers to experience the menu, the way their chef intended.
“We’ve partnered with NIMA from the conception stages of The Vices York, which included creating and growing the brand. We now wanted support in creating a presence for our in-house dining experience, that was strong enough to stand alone but also complemented our overall brand. Allium is an exciting addition to the luxury, culinary scene and we needed a Brand Partner that could help us showcase this message perfectly.”
- Moreno Carbone. Co-Founder of The Vices
This project was very different to our work with The Vices York, primarily because by now, we know and understand the client, the aspiration and the target market perfectly. We already know the customer experience from every angle and understand the customer perception of Allium.
Designing Allium was an interesting balance of creating a unique design, that was strong enough to stand up in the luxury sector and make an impact. Whilst also fitting within The Vices York brand. It shouldn’t be jarring to the customer, but instead, complement the seamless and smooth customer experience that Daniel and Moreno are building.
We created sophisticated branding and further supported the Directors in PR, Customer Communication and Design.
Allium made an impact within the industry within days of their launch. Bookings opened on 1st December and on 11th December, both Allium and The Vices York were featured in The Times, Hottest Hotel Openings for 2022 list.
Nationwide publications expressed their interest in the brand and what Chef Luke Sanderson has created, within just 14 days of the website going live and the restaurant was featured in the Michelin Guide within it's first year of opening.
ALLIUM PR COVERAGE INCLUDES
Selected Client Work
Master DebonairStore launch for a menswear brand
The Cut & Craft x John LewisLaunching a special events calendar
Pepper Girls ClubCharlotte Crosby's iconic clothing brand
Bentley x Gary James McQueenBringing McQueen to York
Rolls-Royce Motor Cars LeedsIconic superbrand
LuciaVibrant dining experience
The VicesInnovative hotel concept
AlliumIntimate culinary concept