Somewhere by Nico

Challenge
Somewhere was an ambitious concept by the innovative Six by Nico group, known for bold culinary and design ventures. The brief was clear: create an identity and experience that captured the magic of a fairytale, offering an immersive journey for guests. The aim was to transport patrons to a whimsical world where imagination and indulgence seamlessly intertwined.

Approach
The identity of Somewhere was designed to evoke nostalgia, curiosity, and wonder, inspired by classic fairytales – enchanted forests, hidden castles, and mythical creatures. To bring this vision to life, a diverse creative team skilled in both print and digital mediums was essential.

Brand: The brand identity was rooted in nostalgia and enchantment, inspired by timeless fairytales. Collaborating with Martin Hargreaves, we created a custom logo inspired by the concept of a portal. The wordmark, designed to evoke vintage book covers, featured wood engraving and etching styles to amplify the nostalgic feel. The typeface balanced modern heritage with a storybook charm.

Illustration: With the themes changing every six weeks, it was vital to create unique identities for each while maintaining cohesion. We worked with Italian illustrator Ambra Azzarini, who created surreal digital collages for each theme. These illustrations sparked curiosity, drawing guests into a fantasy world of wonder.

Digital: To enhance the surreal experience, we incorporated cutting-edge technology. Partnering with Berlin-based animator Infinite Vibes, we commissioned a series of animations to launch the brand. These stable diffusion animations captured attention and immersed customers, enhancing the venue’s atmosphere.

Photography: Surrealism and fantasy were integral to the brand, with photographer Susan Castello’s dreamlike imagery capturing the essence of Somewhere. Her work elevated the visual narrative, turning each photograph into an extension of the brand’s whimsical world.

Interior/Print/Touchpoints: The final stage involved translating the experience into the physical space. Studio Form worked closely with Six by Nico and Studio Two Interiors to bring the design to life. Custom touchpoints, such as bespoke bathroom lettering and porthole doors, ensured every detail was carefully considered. Interactive elements like 3D printed decorative platters for food, inspired by items such as iconic scenes like the Wizard of Oz, Moulin Rouge further enriched the dining experience.

Results
Somewhere became an immersive, ever-evolving environment that delighted and surprised guests. Every detail, from décor to menus and photography, worked in harmony to create a fairytale-like experience. Since opening in Glasgow, Somewhere has expanded to Edinburgh, with more venues planned across the UK.