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

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twitter.com/eskimosoup

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facebook.com/eskimosoup