Vision

“To create a timeless experiential lounge that merges Roman-­Greek grandeur with modern luxury, becoming a cultural nightlife landmark in Amman and an internationally exportable brand.”

Mission

“To deliver an immersive hospitality experience that transcends the typical restaurant or bar, combining architecture, design, gastronomy, and storytelling into a brand that can expand from Jordan to the Middle East and Europe.”

DOMUS R&D File Structure

  • Brand DNA: narrative, name selection, storytelling.

    Visual identity: logo, typography, color palettes, brand tone.

    Historical & cultural research: Roman/Greek dining, architecture, symbolism.

    Differentiation from local competition (Abdoun, Sufiya Village, Taj Mall).

    Moodboards, sketches, and early creative direction.

  • Spatial planning: layout (bar, lounge, dining pods, cigar corner, DJ booth).

    Material research: marble, mosaics, fresco paints, amphora replicas.

    Furniture sourcing/customization (banquettes, triclinium-style seating, modern reinterpretations).

    Lighting concept: moody, theatrical, reminiscent of Roman oil lamps.

    Sensory design: acoustics, music curation, scent.

  • Menu concept: light Mediterranean/Roman-inspired plates (olives, figs, flatbreads, cured meats, seafood).

    Signature drinks: infused wines, herb-based cocktails, amphora-style serving vessels.

    Cigar & bottle service strategy.

    Menu costing + portion strategy (low kitchen intensity, focus on drinks).

    Staff training on storytelling (e.g., presenting cocktails as “Nectar of Bacchus”).

  • Startup CAPEX (construction, design, licensing, equipment, décor).

    OPEX (staff, rent, utilities, supplies).

    Revenue model: drinks vs. food ratio, average spend per customer.

    ROI timeline (break-even projections).

    Licensing/legal (alcohol, smoking, music rights).

    Investor deck & financial pitch package.

  • Staffing model: bar manager, mixologists, service staff, kitchen minimal staff.

    Training programs: service ritual, guest engagement, story-driven hosting.

    Supplier partnerships: alcohol distributors, furniture makers, décor artisans.

    Inventory management + POS system selection.

    SOPs (standard operating procedures) for daily flow.

  • Target audience: affluent 25–45 crowd, locals + expats + tourists.

    Launch strategy: exclusivity → invite-only preview → social media reveal.

    Social media aesthetic: moody, cinematic, historical-luxury vibe.

    PR strategy: Amman lifestyle magazines, influencers, hotel concierge referrals.

    Partnerships: fashion brands, art events, cultural festivals.

  • Replication framework: how to export the concept to Dubai, Beirut, Europe.

    Adjustments for each market (Dubai = luxury club feel, Beirut = cultural/artistic, Europe = heritage chic).

    Franchising/licensing model vs. direct ownership.

    Brand book to standardize architecture, menu, service.

    Timeline: Amman (phase 1), Dubai (phase 2), Beirut (phase 3), Europe (phase 4).

  • Continuous design innovation: seasonal menu changes, rotating fresco artwork, themed nights.

    Technology integration: immersive projections, AR-enhanced menus.

    Customer feedback loops & loyalty systems.

    Competitor benchmarking in global hospitality.

    Annual “concept refresh” planning (to avoid stagnation).

Visual Identity and company profile development

OPEN