In the bustling heart of Amsterdam, near rembrandtplein, hidden away in a quiet street, you’ll find Soulkitchen. a modern, sexy, dynamic hospitality concept that effortlessly blends high-level F&B and clubbing. The vibes can best be described as sophisticated with an international flair.
In the heart of Amsterdam’s centre lies Soulkitchen—a unique hospitality concept that feels modern, fresh while at the same time, evokes a sense of nostalgia for the ’90’s early 00’s, an era when trailblazing concepts like The Supperclub brought Amsterdam’s club and hospitality scene to international acclaim. At Soulkitchen, this legacy is reimagined for today’s audience, combining an exceptional menu and cocktails with a lively club atmosphere.
Soulkitchen’s distinctive design stands out with striking overhead LED lights that create a truly unique ambiance, setting it apart in a city where many restaurants and bars blend into sameness. This captivating feature transforms the space, offering guests an unforgettable experience.
the mission
Since opening its doors in 2022, Soulkitchen has thrived entirely on its own merit. The team took the time to understand their audience, refine their offering, and build a concept perfectly aligned with current trends. The result? A unique blend of dining and nightlife that resonates with both locals and visitors. When NITRO was brought on board to develop a communication strategy, the goal was clear: reposition Soulkitchen as the go-to restaurant for everyone visiting our beautiful city.
strategizing
We began with a deep dive into Soulkitchen’s social media presence, analyzing what resonated and identifying areas for improvement. Alongside this, we conducted an in-depth study of the brand’s audience – both online and offline – to ensure the strategy would hit all the right notes. The challenge was balancing sophistication with accessibility, ensuring the communication upgrade felt organic and didn’t alienate the loyal customer base.
updating the visual identity
To capture Soulkitchen’s unique essence, we partnered with Tom Lammerse from Also Studios. Together, we created moody, abstract interior photography that highlights the venue’s striking features. Complementing this were stunning shots of the menu and cocktails, showcasing the high-quality dishes and drinks that have made Soulkitchen a standout.
booking results
After the content was created, the new visuals and messaging were seamlessly integrated across Soulkitchen’s social media platforms, website, and marketing materials. The moody, abstract photography and refined tone resonated with the audience, enhancing the brand’s image without alienating loyal patrons. This refreshed identity helped position Soulkitchen as a sophisticated yet approachable international destination, improving its appeal in Amsterdam’s competitive hospitality scene. The response was highly positive, marked by a significant boost in online engagement, follower growth, and a notable increase in reach. The content successfully found its way onto the “For You” pages of our target audience, ensuring stronger visibility and resonance with the desired demographic.
