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 with the cuisine, culture, and Indian fare’s specific fit within the NYC market. However, rather than creating a mecca for the lunchtime masses, we aimed to create a luxurious lifestyle destination.

First and foremost, 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 with detail-obsessed retro design. From the creation of a fictional Bombay family to anchor the creative concept to the conceptualization and execution of the interior design, we maintained 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 touchpoints included signage, a website, and a menu system featuring a leather-bound journal as the cocktail menu, hand-crafted in India, of course.

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