Chef and hospitality advisor Justin North has launched a creative agency specialising in the development of food and beverage concepts across lifestyle and social precincts, hotels, restaurants and bars.

North, who is the founder of Concept Hospitality and has more than 25 years experience in the industry, has joined with Stephanie Airlie from House of Airlie Public Relations to create AKIN.

AKIN is a full-spectrum agency that manages projects for clients under one roof, from concept to launch with the ambition of creating exceptional drinking and dining destinations.

The agency specialises in market research, concept development, operations, staffing and training, brand identity creation, marketing and PR, launch strategies and ongoing directional support and partnerships.

North said: “In today’s market, the art of crafting authentic food and beverage concepts that resonate with consumers and culturally connect to the local community is more essential than ever.

“At AKIN, we understand the significance of getting the fundamentals right from the beginning. Our strength lies in our operational experience and the ability to consolidate all critical elements seamlessly under one roof, ensuring a comprehensive hands on approach.”

There has been a surge in global lifestyle hotel brands opening in Australia, including Ace, 1Hotel, 25 Hours, Mondrian, and StandardX, to name a few.

North said the trend shows no signs of slowing down, with an anticipated opening of 7529 rooms between 2024 and
2027.

“Hotel operators are increasingly recognising the financial importance of offering unique and relevant dining and bar concepts that align not only with guests’ values but also resonate with the local community,” he said.

“With a greater focus on guaranteeing guest satisfaction through offering a high quality yet approachable concept while ensuring financial viability for all stakeholders.”

Among North’s notable past projects are the Fantauzzo Art Series in Brisbane, Ovolo The Valley, Byron at Byron, Mister Percy Ovolo Hotels, Hotel Centennial, Mount Pleasant Hunter Valley, and most recently Australia’s first Moxy hotel.

AKIN co-founder Airlie (above, left) said: “My background in brand strategy, marketing and communications, coupled with Justin’s industry insights and experience cater perfectly to the unique demands of hospitality businesses.”

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