AM/PM
Conceptualisation and strategic development of an underground gastronomic project in Barcelona
AM/PM was born from a clear idea: to create a gastronomic space connected to Barcelona’s cultural, nightlife and contemporary scene. A project designed to blend gastronomy, urban identity and experience in a format that moved away from the traditional restaurant model.
Our involvement took place during the project’s initial phase, helping to build the conceptual and strategic foundations on which the business would later be developed.
To put it simply, this wasn’t just about designing a beautiful menu or creating an aesthetically pleasing space. The real challenge was to build a place with a genuine identity — one of those venues that has its own language from the moment you walk through the door.
- Gastronomic concept and storytelling
- Guest experience
- Offer and service structure
- Strategic briefs for branding and interior design
- Operational workflow design
- Functional foundations for future implementation phases
A multidisciplinary project from the ground up
AM/PM was developed in collaboration with Serena Studio and Punto.Consulting, two creative studios specialising in branding and interior design, creating a shared vision that brought together gastronomy, design and operations.
Our role was to connect the conceptual vision with operational reality, translating ideas into systems and experiences that could genuinely work within the space.
This is where many projects fall short: plenty of concept, plenty of beautiful renderings… but when it comes to service, the operation simply cannot support the vision. Our work focused precisely on that intersection between creative ambition and operational reality.
Vision
Although the project experienced a lengthy delay before opening due to technical issues related to the venue, much of the conceptual framework developed during this initial phase ultimately made its way into the final outcome.
AM/PM is a strong reflection of how we understand hospitality: fewer empty formulas and more projects built on identity, consistency and a clear vision of what they want to become.
Because in the end, the spaces that leave a lasting impression are not the ones that follow trends. They are the ones that succeed in building a personality of their own.
