case studyBar Centro
Elevated coffee and tea meet their match with some of José Andrés’ favorite sweets at this Spanish-inspired cafe by day. By night, cocktails, tapas, and caviar-centered bites take the evening stage.
year2024
LocationLas Vegas & Miami
roleArt Director
disciplineBrand Identity · Environmental
Objective
Create a distinct hospitality concept that operated as a café by day and cocktail bar by night — while maintaining brand cohesion within The Bazaar’s established ecosystem and integrating seamlessly into an existing architectural environment.
01Approach
Develop a differentiated sub-brand with its own personality, visual language, and color story — without diluting the equity of the parent brand — and position it for a high-impact market debut within The Shops at Crystals.
02Solution
Led the development of a distinct sub-brand in collaboration with an illustrator, introducing a new color palette and visual system while preserving alignment with The Bazaar’s overarching identity. Partnered closely with interior design to integrate brand elements into the physical space, ensuring experiential consistency across touchpoints. Built scalable marketing and menu infrastructure through MustHaveMenus, empowering local teams with accessible, brand-controlled tools. Collaborated with The Shops at Crystals, UTA, and CapitalOneDining to execute a strategic, experiential launch.
03Result
Successfully established a dynamic dual-concept destination — café by day, cocktail bar by night — supported by cohesive branding and experiential marketing that quickly positioned Bar Centro as a sought-after experience at The Shops at Crystals. The concept’s market success led the Hyatt team to integrate Bar Centro into the Andaz Miami Beach location, demonstrating brand scalability and cross-property expansion.
04Inside the project
