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This is the case study of a fantastic project with 1884 Dock St Kitchen, of which has had huge success
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Inventing the timeless
&
Inventing the timeless
A collaboration between Den Group Architecture + Interior Design and eskimosoup
Den Group Architecture
+ Interior Design are
a multidisciplined
architectural interior
design agency creating
amazing spaces where you eat, drink,
sleep, work, learn, play, shop, live,
and enjoy a bit of pampering. We
meet with you to discuss your brief,
research your competitors and create
a concept that fits your brand. Then,
once the details have been worked out
and the package approved, we get to
work turning those dreams into reality.
By combining our skills with the talents
of eskimosoup we took a vision of the
next generation of dining and built it
from scratch. The harmonisation of Den
Group’s magnificent interior design and
lighting with eskimosoup’s top-notch
branding and communications saw a
derelict building and shapeless product
grow into a phenomenal triumph, far
exceeding all expectations and receiving
waves of media coverage before it had
even opened its doors to the public.
“The design was about achieving the
right balance between celebrating the
past and reinventing the future, from the
bespoke furniture with Victorian influences
and complementary wall panelling with a
gothic black twist, to transforming original
craftsmanship tile designs into customised,
laser cut, powder coated steel panels to adorn
the front of the bars and theatre-style kitchen,
not to mention the contemporary lighting
design scheme, featuring key pieces from the
Tom Dixon, Foscarini, and Flos collections. We
wanted to bring something really special to
the Marina, it was all about being as creative
as possible and setting the standard for future
developments in the area.”
Emma Fearn, Director, Den Group
“Everything you can imagine is real.”Pablo Picasso
eskimosoup specialise in turning big ideas into huge
results. Whether creating a project from scratch or
transforming an existing product so that it achieves
optimum efficiency, our team of multitalented
marketing professionals use the tools best suited to
the job and a strategy created specially for you. We
drive business your way and get people talking about
your success.
“I personally had never experienced such a universally
successful project. Having worked on the strategy
and marketing plan from day one, I had no doubt that
the end result would be something extraordinary, but
together along the way we did so much more than
that, we created something legendary.”
Rich Quelch, Account Director, eskimosoup
“A thing of beauty is a joy forever: its loveliness increases; it will never pass into nothingness.” John Keats
Den Group began work on 1884 Dock
Street Kitchen in January 2011, back
when it was the derelict Baltic Wharf
Public House, with no electricity,
no lighting, but plenty of rubble to
compensate.
During a site survey we uncovered a
piece of history: containers of invoices
and newspapers dating back to 1884,
the year of construction. Immediately we
knew that the whole design would revolve
around this amazing find.
Den Group designed 1884 from
concept to completion, ensuring that
the whole package was followed to
a tee by the project contractors and
meeting all of the regulations set
out by Hull City Council’s Planning
and Conservation departments,
Building Control, Licensing, and
Environmental Health, as well as the
acoustic challenges that presented
themselves.
“1884 Dock Street Kitchen was an amazing project for
Den Group. The visitor leaves with a lasting impression
from the creative work of our interior designers, Emma
Fearn and Sam Quelch, but I would like to think that
some will realise the detail and determination that Mark
Ashton and I employed in order to preserve the intricate
historical architecture of a dilapidated listed building
in a conservation area. We were determined to retain
as many of the original features as possible, which
had to be redesigned to suit modern materials and
workmanship, but we wanted to celebrate one of Hull’s
most beautiful buildings and the outcome was definitely
worth it.”
Lee Collingwood, Architect, Den Group
“Working on a mixed-use development always has its trials
and tribulations, one being the acoustics of such a grand
building in a conservation area. We were challenged from
the start with not only the noise impact on nearby buildings,
but the apartments above the restaurant almost destroyed
our vision of exposing the fantastic original ceiling beams.
The authorities insisted on having suspended ceilings in the
restaurant to omit sound transfer, but we were able to design
an acoustic floor in the apartments that meant the ceiling
beams could be retained.”
Mark Ashton, Architectural Technologist, Den Group
“The lighting design was one area that we were
extremely passionate about, as a restaurant on this
scale had to have the right ambience. We knew that the
feature lighting we designed would make a dramatic
statement and the key pieces chosen would be the
juxtaposition required between the past and the future,
fulfilling the concept that we had wanted from the
inception of the project. The grand statement chandelier
positions were key to the layout, which meant that we
had to design the ventilation ducting around the lighting
plan. It was tough to convince the contractors at the
time but they all agree that the lighting design takes
your breath away.”
Sam Quelch, Director, Den Group
“There is no sincerer love than the love of food.”George Bernard Shaw
In the very early days, when eskimosoup first came
on board, the goal was a restaurant that would
equal those of London, Paris and New York, serving
incredible food and offering an experience that the
people of Hull deserve. Working closely with the
creative experts at Den Group, and with celebrated
Head Chef James Allcock set to offer seasonal menus
using the finest ingredients and traditional family
recipes, the end product was clear from the start, and
our strategy reflected this.
“Before we’d even begun, we knew exactly what
needed to be achieved. Our objectives were defined
yet flexible, the sales targets were given strict but
realistic timeframes, and the marketing action plan
accounted for all possible contingencies. This is why
1884 Dock Street Kitchen proved such a success story:
we knew where we needed to be and how to get there,
but weren’t afraid to adapt along the way.”
John Gilbert, Managing Director, eskimosoup
“Create your own visual style... let it be unique for yourself and yet identifiable for others.”Orson Welles
Phill Postill knew exactly how 1884 Dock
Street Kitchen’s branding should look. It
had to be bold yet chic, distinguished whilst
welcoming, and eye-catching in a simplistic
way that still embodied the luxury offered by
Den Group’s interior designs. So he went to
work with an idea, and very soon delivered the
perfect solution. This was used for all visual
elements, from the impressive signage that
watches over the vessels on Hull Marina, to
the business cards that James uses when
networking with prospective clients.
“By using textual design that’s both smooth
and durable, white on black, the customer
gets a feel for the ambience before they even
walk through the doors: tasteful, relaxed,
sumptuous, and blending the contemporary
with the timeless.”
Phill Postill, Creative Director, eskimosoup
“The power of social media is it forces necessary change.”Erik Qualman
One of the achievements of which eskimosoup are
particularly proud is the enormous reaction from
the public through social media, months before Den
Group had installed their designs. By using strong,
visual and engaging content, the Facebook page grew
daily, with fans posting comments, liking updates and
excitedly asking questions about Hull’s upcoming
sensation. Meanwhile, the Twitter account received
mentions and retweets at an ever-increasing rate, with
many respected members of the business community
clearly displaying their anticipation.
“It was unbelievable. We all knew
that people would come on board,
but the amount of positive activity
around the restaurant, much of it
almost as passionate as that of the
team implementing its creation, shows
how much Hull was crying out for this
exciting development.”
Rich Quelch, Account Director,
eskimosoup
“If you have an opportunity to use your voice, you should use it.” Samuel L. Jackson
Though benefiting from perpetual word of mouth and excellent
support from the regional press, 1884 Dock Street Kitchen
required its own voice in order to whet the taste buds of the
masses. To accompany Phill Postill’s sleek and stylish visual
branding, an elegant method of communications was created
to consistently engage the target audience. This was used for
various channels, from invitations and personalised letters, to
press releases, online content and 1884 Dock Street Kitchen’s
prestigious Wine Society.
“A brand’s word bank is as essential as its design palette. In
order to share passion and demonstrate confidence verbally,
you need to exert authority in that specific field whilst
remaining clear and approachable. 1884’s voice required a
delicate balance, one that was achieved by working closely
with all of the project’s key players.”
Rich Sutherland, Copywriter, eskimosoup
“Life must be a constant education.”Gustave Flaubert
Together, eskimosoup and Den Group began working on 1884
Dock Street Kitchen thinking we’d seen it all, that respectively we
knew everything there was to know about project management
and interior design. Before long we realised that, despite years of
running countless campaigns and developments, we hadn’t quite
experienced the true potential of dedication, creativity and an
unwavering faith in what can be achieved through a combined effort.
We began with nothing tangible, just initial designs and exchanges
of words; today the city has its dining renaissance, something that
we can all share, enjoy and take great pride in. With a target of 750
customers in the first month, the restaurant actually hit this figure
in its first ten days. eskimosoup and Den Group had delivered what
was promised, and far surpassed all expectations.
With a target of 750 customers in the first month, the restaurant actually hit this figure in its first ten days.
“We’re especially proud of our work on 1884 Dock Street
Kitchen as there were many barriers that had to be overcome
or worked around during the journey, which led to us
employing really clever techniques that look simply amazing.
We’ve retained the heritage whilst celebrating the modern,
and the public’s reaction is more than we could ever have
hoped for.”
Emma Fearn and Sam Quelch, Directors, Den Group
“What can I say? We’re elated that the restaurant has
grown from a concept and mood board to a phenomenal
victory that has made everyone realise what good food
is all about. 1884 Dock Street Kitchen is one for the
history books, a testament to our ability to make dreams
become reality.”
Rich Quelch, 1884 Project Marketing Director,
eskimosoup
“Food, glorious food!”Opening song to Oliver! by Lionel Bart, based on Oliver Twist by Charles Dickens
Over twelve months, eskimosoup and Den Group
oversaw every aspect of 1884’s creation, from
the visual branding and style of communications,
to the physical form of the restaurant itself.
We could see with our own eyes that it was a
breathtaking feat of interior design, with a strong
character and excellent reputation through media
exposure, but what we required was the approval
of someone who excelled in the culinary arts,
who had worked with Gordon Ramsay in London,
whose mission in life was to present people with
the most amazing flavours they would ever taste.
“It’s everything we dreamed of and more. The
theatre-style kitchen, like those used in New York’s
prominent Meat Packing District, allows diners to
watch my skilled team as they create their perfect
meals. Den Group built the restaurant exactly as
they’d planned, and eskimosoup built the brand
to the finest detail. As a result of their combined
powers, every element of 1884 Dock Street Kitchen
is part of the experience, one that is in a class of
its own.”
James Allcock, Head Chef, 1884 Dock Street Kitchen
Get in touch with us for the complete professional design service.
We’re here for you and your Architecture & Interior Design needs.
Our dedicated design team will work with you in providing a
bespoke solution that delivers both on high-end quality and price.
Unit 3 Brough Business Centre
Skillings Lane, Brough, East Riding of Yorkshire, HU15 1EN
Tel: 01482 665070
Email: info@dengroup.co.uk
Web: www.deninteriordesign.co.uk
follow us on twitter!
twitter.com/Den_Group
follow us on facebook!
facebook.com/DENinterior
If you have a project, business, product or service that
needs a successful launch or maybe some reinvigorating
we’d love to hear about it. Big challenges that require big
ideas is where we add the greatest value.
Feel free to get in touch with the eskimosoup team via
any of the following methods:
Salters House, 156 High Street, Hull, HU1 1NQ
Tel: 01482 223866
Email: hello@eskimosoup.co.uk
Web: www.eskimosoup.co.uk
follow us on twitter!
twitter.com/eskimosoup
follow us on facebook!
facebook.com/eskimosoup
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