Overview

It took 4 years to open in 11/2019. In Ginza, an area where various food cultures intersect, we offer “modern Indian cuisine that combines Indian modernism and Japanese sensibilities in an elegant and gastronomic way, overturning the Japanese concept of Indian cuisine” in a stylish and high-quality space. SPICE LAB TOKYO” and “THE GREY ROOM.”

Tejas Sovani, who is only 34 years old but has experience working as a Deputy General Manager at a luxury hotel in India, will deliver a Ginza experience that can only be experienced here in Ginza with sophisticated use of spices, cuisine full of fresh surprises, and a stylish, high-quality space.

URL: https://spicelabtokyo.com/ / https://thegreyroomtokyo.com/

Activities

In November 2019, we were in charge of PR activities for the opening period of “SPICE LAB TOKYO“, a modern Indian cuisine restaurant, and “THE GREY ROOM“, a bar that OPENed in Ginza.

We aimed to properly expose the story from the opening, in order to properly communicate the Indian owner’s desire to “have people know about the current state of India” and the chef’s menu, who has a track record of serving as the head chef at a luxury hotel restaurant in India and is a master of spices.

Furthermore, by holding tasting events for the media and KOLs during the opening period, we were conscious of properly communicating the beauty of the actual dishes visually, starting from the interior and cutlery. We carried out PR activities with an awareness of a spiral in which exposure leads to the next exposure and further connects to customers visiting the store, and developed communication to make the store a continuously talked-about topic.