Somewhere by Nico

Somewhere was a visionary concept developed by the innovative Six by Nico group, a forward-thinking brand known for its bold culinary and design ventures. The brief for this new venture was clear: create an identity and experience that encapsulated the magic of a fairytale while offering a truly immersive experience for patrons. The concept was to envelop guests in a whimsical wonderland, drawing them into a world where imagination and indulgence seamlessly intertwined.

The identity of Somewhere needed to evoke a sense of nostalgia, curiosity, and wonder, with design elements inspired by classic fairy tales – enchanted forests, hidden castles, and magical creatures – all woven into the fabric of the experience. The atmosphere was to be one of discovery, where every corner revealed something unexpected: from the lighting that changed with the seasons, to flowers that interacted with customers, and even drinks and small plates that were crafted to tell their own story.

The essence of the identity centred around a playful, dynamic portal concept. The core logo was simple yet striking, featuring a clean, italicised "O" as part of the full brand marque. However, to inject more personality, this "O" was brought to life by incorporating a pair of legs seemingly falling into the portal itself, adding a literal metaphor for falling down the rabbit hole.

This system was created with flexibility in mind, much like the bar experience itself, constantly evolving and revealing new elements. As part of the brand’s ever-changing narrative, different whimsical creatures would emerge from the portal – from mischievous rabbits to quirky monsters – each bringing a fresh layer of excitement and wonder to the visual identity.

Every touchpoint within the experience was carefully designed to engage and surprise, creating an atmosphere where nothing was quite what it seemed. From the interchangeable menus that shifted through themes, to scrambled text on the bathroom door, every detail was crafted to spark curiosity and invite guests to interact with their surroundings. No element was too small to be infused with the same sense of wonder and theme.

Surrealism and fantasy were woven into everything. The photography was integral to this immersive journey, and we partnered with the talented Susan Castello to bring these ideas to life. Her ability to capture the essence of the brand with a surreal, yet inviting style elevated the visual narrative, turning each image into an extension of the bar's dreamlike world.