The brief created by Caramel and the Al Zaman Group was to create a dedicated venue in the city of London showcasing an evolved design approach and brand identity to the existing Caramel group, of which it would be the latest most current evolved representation of the brand ideology and sentiments moving forward. The entire venue is subtlety dressed with off-beat sexy details discreetly hidden in every corner from its seamless Senso printed flooring to its exposed raw urban yet refined intricately detailed ceiling features, combined with its unique statement furniture and visually striking light features that create a true vision of beauty and intrigue that engages all senses. We also have to pay tribute to the dynamic infinity mirrored ceilings that adorn the horizontal surfaces within. Challenges came with the introduction of a well-established brand to a new demographic; respecting of its ethos yet evolved to suit the needs of a new potential market. It was paramount to ensure the brands first venture outside of the GCC was a success. We have remained sympathetic to Caramels renowned contemporary flair, but with subtle twists to fit into the eclectic streets of London city. Besides its unquestionable charm it is also a reflection of the society we live in; dynamic and engaging of all senses whilst constantly evolving and ultimately creating a place both harmonious with its surroundings yet very much with its own distinct identity.