Somewhere by Nico

Challenge

Somewhere was a visionary concept developed by the innovative Six by Nico group, a forward-thinking brand known for its bold culinary and design ventures.

The brief for this new venture was clear: create an identity and experience that encapsulated the magic of a fairytale while offering a truly immersive experience for patrons. The concept was to envelop guests in a whimsical wonderland, drawing them into a world where imagination and indulgence seamlessly intertwined.

Approach

The identity of Somewhere needed to evoke a sense of nostalgia, curiosity, and wonder, with design elements inspired by classic fairy tales, enchanted forests, hidden castles, and magical creatures , all woven into the fabric of the experience.

The atmosphere was to be one of discovery, where every corner revealed something unexpected: from lighting that changed with the seasons, to flowers that interacted with customers, and even drinks and small plates crafted to tell their own story. The colour palette reflected the venue’s transition from brunch through to late evening, moving from fresh, sunlit tones into richer, more atmospheric shades.

The essence of the identity centred around a playful, dynamic portal concept. The core logo was simple yet striking, featuring a clean, italicised “O” as part of the full brand marque. However, to inject more personality, this “O” was brought to life by incorporating a pair of legs seemingly falling into the portal itself, adding a literal metaphor for falling down the rabbit hole.

Working closely with local artist Terry Cook and the client, we carefully refined the angle of the legs as they disappeared into the portal, ensuring the pose felt convincing, dynamic and full of movement.

Although the character is only ever seen from the waist down, we wanted their personality to come through. We imagined them as a historical explorer stepping into the unknown, leaving the viewer to picture who they might be and what adventure had brought them there.

Once we had perfected the angle, we collaborated with UK-based pastiche illustrator Martin Hargreaves to refine the visual style and bring the character and concept to life.

This system was created with flexibility in mind, much like the bar experience itself, constantly evolving and revealing new elements. As part of the brand’s ever-changing narrative, different whimsical creatures would emerge from the portal, from mischievous rabbits to quirky monsters, each bringing a fresh layer of excitement and wonder to the visual identity

Every touchpoint within the experience was carefully designed to engage and surprise, creating an atmosphere where nothing was quite what it seemed. From the interchangeable menus that shifted through themes, to scrambled text on the bathroom door, every detail was crafted to spark curiosity and invite guests to interact with their surroundings. No element was too small to be infused with the same sense of wonder and theme.

Illustration

With the themes changing every six weeks, it was vital to create unique identities for each while maintaining cohesion. We worked with Italian illustrator Ambra Azzarini, who created surreal digital collages for each theme. These illustrations sparked curiosity, drawing guests into a fantasy world of wonder.

The final brand brings surreal storytelling and the unexpected to life, drawing guests into a whimsical world where imagination and indulgence seamlessly intertwine.

Photography

Surrealism and fantasy were woven into everything. The photography was integral to this immersive journey, and we partnered with the talented Susan Castello to bring these ideas to life. Her ability to capture the essence of the brand with a surreal, yet inviting style elevated the visual narrative, turning each image into an extension of the bar’s dreamlike world.

The final stage involved translating the experience into the physical space. Studio Form worked closely with Six by Nico and Studio Two Interiors to bring the design to life. Custom touchpoints, such as bespoke bathroom lettering and porthole doors, ensured every detail was carefully considered.

Interactive elements like 3D printed decorative platters for food, inspired by items such as iconic scenes like the Wizard of Oz, Moulin Rouge further enriched the dining experience.

Digital

To deepen the venue’s surreal, immersive character, we brought cutting-edge technology into the brand experience. In collaboration with Berlin-based animator Infinite Vibes, we commissioned a series of bespoke Stable Diffusion animations for the launch. Hypnotic and unexpected, the visuals captured attention, drew customers into the brand’s world and added another atmospheric layer to the space.

For the upcoming launch holding page, a custom Stable Diffusion video will be used to create an atmospheric first glimpse of the bar before it opens. Designed to feel intriguing rather than fully revealing, the video will build anticipation, express the character of the brand and give visitors a memorable sense of what is to come.

Results

Somewhere became an immersive, ever-evolving environment that delighted and surprised guests. Every detail, from décor to menus and photography, worked in harmony to create a fairytale-like experience. Since opening in Glasgow, Somewhere has expanded to Edinburgh, with more venues planned across the UK.