F&B & Creative Direction
Concept · Direction · Execution
Hospitality Built to Last
We don't claim to do everything. We know who does it best — and we know how to make it work together.
Parallel Project is a hospitality consultancy built on a simple premise: great results come from senior people working directly on the problem, supported by the right specialists — not from large agencies diluting expertise across dozens of accounts.
Every project is led personally, from initial concept through to opening. The thinking is continuous, the standards are consistent, and the network of specialists we bring in is curated for each brief specifically — never a standing roster applied generically.
Authentic. Complete. Coherent. Three words that mean nothing unless every decision — from the first brief to the last detail before opening — is filtered through them without exception.
Brand & Creative Direction
Brand identity, naming, visual systems, and creative direction for hospitality and lifestyle clients. Studio Akarii is a founding partner of Parallel Project — present on every project that requires a brand.
Web & Digital
Digital presence built specifically for hospitality — from brand websites and booking experiences to content strategy. Developed and maintained by Mozaik, in close collaboration with Studio Akarii.
Members' Club Programming
Expert in members' club strategy, community architecture, and member experience. Brought in for hotel projects where a members' programme is part of the brief — delivering genuine expertise rather than a generic template.
Wellness Programming & Execution
Specialist in hotel wellness concept development and operational delivery. Bioharmony defines the spa philosophy, treatment offering, and wellness F&B integration — ensuring the wellness component is as considered as the rest of the property.
Atmosphere & Sound — Specialist Network
We work with specialist music directors who understand hospitality — not playlist curators, but people who can define a sonic identity and translate it into a programming logic that works across different times of day and spaces.
Atmosphere & Lighting — Specialist Network
Lighting is one of the most underestimated tools in hospitality. We introduce specialist lighting designers who understand the difference between a brief and an atmosphere — and know how to build the latter from the former.