The Situation

Following the acquisition of the former Dinerama site in Shoreditch, Soho Restaurant Group set out to create a completely new destination: a day-to-night venue bringing together independent food vendors, bars, entertainment and social spaces. With an ambitious launch timeline, they needed a clear concept, compelling proposition and shared vision that could align partners, attract vendors and generate excitement before opening.

The Context

We began by defining the audience and identifying the behaviours driving London's evolving food and nightlife culture. Through competitor analysis, customer personas and market research, we explored how consumers moved between food markets, bars, festivals and destination experiences, revealing an opportunity to create a venue that combined the spontaneity of street food with the energy of an all-day social hub.

What We Did

Working closely with the founders, we developed the strategic foundations for the brand.

This included audience segmentation, customer personas, competitor benchmarking, concept development, food and beverage strategy, music direction and the overarching brand narrative that defined what La La Land would stand for. We also created the initial positioning and launch communications to attract both food vendors and future customers, ensuring every stakeholder shared the same vision before the venue opened.

The Outcome

The project provided a clear strategic blueprint for transforming one of East London's best-known hospitality sites into an entirely new destination brand.

By combining customer insight with commercial strategy, the concept gave investors, operators and partners a unified framework for launch while creating a distinctive proposition designed to compete in London's highly competitive experiential hospitality market.