After four years of planning and preparing, modern Indian cuisine restaurant and bar “SPICE LAB TOKYO” and “THE GREY ROOM” finally opened in Ginza on November 2019. They provide a new style of Indian dish that combines Indian modernism and Japanese sensitivity, which overturns the current concept of Indian cuisine held by Japanese people.
What we did
We were in charge of the PR of the modern Indian cuisine restaurant and bar “SPICE LAB TOKYO” and “THE GREY ROOM” on their opening period. We focused on spreading the Indian owner’s massage “want more people to know about current India,” and the head chief’s quality menu before its opening, along with their stories.
On top of that, we organized tasting parties for both media and KOL to make sure every qualities of these restaurants, from interior, cutlery, to cuisines, will be spread to the world visually. A media exposure will link to even further media exposure, and will then link more people to the restaurants. We kept in mind this spiral when we do our PR activities to make sure topicality stays sustainable.