C H A L L E N G E : Le City was a café like so many others. Without any distinctive ambiance and serving the usual humdrum panninis and salads, Busy at lunch time, the place got deserted in the evenings. Without any differentiator to claim for itself, the café as well as the neighbourhood had a hard time positioning themselves as a crave-worthy destination. The management team wanted to maximize the location’s potential, yet had a minimal budget. A C T I O N S : We developed a global concept that allowed the day-time café to turn into a cocktail lounge at night. By working on the global experience, from the product itself (cocktail list and recipes, uniforms, environmental design) to the graphic platform and just about everything in between, we made sure Le City would become a unique experience that people would be eager to talk about.