CONCEPT & STRATEGY

Rebecca Backwinkel Brandqueen Materialauswahl Messestand

ICONIX
STRATEGIC FOUNDATIONS TO ENHANCE CUSTOMER EXPERIENCE AND DRIVE BUSINESS PROFITABILITY

At ICONIX Concept Development, we focus on strategy-led F&B and HOSPITALITY, REAL ESTATE and RETAIL concepts that shape how destinations perform, operate, and connect with guests.

Across 300+ delivered projects, the team has led 30+ dedicated strategy and concept development engagements for restaurants, hotels, lifestyle destinations, and mixed-use developments – working at the critical front end where commercial goals, guest expectations, and operational reality must align.

Our approach centers on what matters most: understanding the market, defining clear F&B, hospitality and real estate opportunities, and translating them into concepts that design and operations teams can execute with confidence. We combine market insight, experience strategy, and practical hospitality expertise to ensure concepts are guest-led, commercially sound, and operationally viable.

Through market research, F&B strategy, guest-journey definition, spatial logic, and concept creation, ICONIX provides a clear, unified direction – turning ambition into outcomes that are comprehensible, actionable, and built to perform.

300+

Done by the team

40M+ AED

Projects Value

15+YEARS  

 on proven experience
Our Approch
WHAT SETS US APART
At ICONIX, concept development is a disciplined,
strategic process that sets projects up for success
from day one
Our method integrates research, spatial intelligence, experience strategy, and creative direction into one clear workflow - aligning every decision with the guest, the operator, and the business case. By working across these early-stage disciplines in-house, we remove fragmentation and maintain clarity through execution
The result is concepts that transition seamlessly into design and operations, strengthening commercial performance without losing intent.
With ICONIX, concepts aren’t just imagined - they’re defined, validated, and built to perform.
DIAGNOSE
Audit, Assess, Benchmark
  • Existing layouts, designs, guidelines
  • Operational flows (FOH/BOH)
  • Functional gaps & inefficiencies
  • Commercial opportunities
01
THE ICONIX
CONCEPT
METHOD:
STRUCTURED.
STRATEGIC.
EXPERIENCE-LED
DELIVER
Design Brief, Concept Design
  • Final concept document
  • Uniform & OS&E design
  • Zoning diagram
  • Creative direction handof
05
DEFINE
Strategy, Positioning, Guest Logic
  • Target audience & experience goals
  • Category positioning
  • Concept opportunities & threats
  • Success criteria
02
DESIGN
Spatial, Functional, Zoning.
  • Seat count logic
  • FOH/BOH zoning
  • Circulation & adjacencies
  • Functional requirements
03
DEVELOP
Narrative, Experience, Creative Direction
  • Concept storyline
  • Experience journey
  • Key touchpoints
  • Mood & atmosphere directions
04
OUR CORE
SERVICES
AUDIT
Assess. Gaps. Actions.
  •  F&B outlet performance audits
  • Hotel & resort experience audits
  • Guest journey evaluations
  • Service-quality audits
  • Spatial layout assessments (FOH/BOH)
  • Operational efficiency audits
  • Brand experience audits
  • Voice of Customer insights & analysis
  • Competitor benchmarking
  • Gap analysis & opportunity mapping
STRATEGY
Research. Insight. Strategic direction.
  • F&B strategy frameworks
  • Market research studies
  • Target audience segmentation
  • Pricing & Positioning strategy
  • Communication strategy
  • Guest experience strategy
  • Brand voice & messaging
  • Customer journey redesign
  • Service blueprinting
  •  Experience KPIs & measurement design
CREATION
Concept. Narrative. Creative direction.
  • Concept creation (hospitality, F&B, retail)
  • Narrative development
  • Design briefs for designers & architects
  • Zoning & functional layouts (high-level)
  • Experience journey mapping
  • Signature touchpoints
  • Menu concept direction (high-level)
  • Uniform design direction
  • OS&E direction (style & functional guidelines)
  • Positioning and brand story
  • Pricing logic based on experience tiers
ADDITIONAL
SERVICES
DESIGN
Detail. Visualize. Deliver.
  • Visual creativity
  • Concept design
  • Interior design development
  • Scenography design
  • AV multimedia integration
  • Detailed space planning & furniture layouts
  • Reflected ceiling plans (RCPs)
  • Interior elevations & key sections
  • Interior elevations & key sections
  • Photorealistic CGI renders
  • Atmosphere & lighting renders (day/night)
  • Key perspective views for stakeholder approval
  • Detailed layouts, elevations & RCPs
  • Material & finishes specification
  • FF&E selection and schedules
  • Lighting fixture specification
  • Technical drawing packages
Interior Design services are offered
as an additional scope and are
subject to separate agreement.
GLOBAL
PROJECTS
Every project reflects the same approach - clarity, intentionality, and a
deep understanding of what makes experiences resonate globally.
OUR PORTFOLIO INCLUDES:
HOSPITALITY & DESTINATION DEVELOPMENT
  • Experience strategy and narratives for 5-star hotels and mixed-use destinations
  • Concept development and experience frameworks for hotels, and lifestyle venues
  • Experience audits and journey redesigns
  • Masterplanning and spacial audits
MARKET RESEARCH & STRATEGIC ADVISORY
  • Market, competitive, and trend analysis to inform positioning and investment
  • Experience and communication strategies built on VOC and segmentation insights
  • Guest-flow and operational optimization to enhance revenue and alignment
FOOD & BEVERAGE STRATEGY & CONCEPT CREATION
  • F&B audits and opportunity mapping across multi-venue hotel portfolios
  • Concept narratives, spatial logic, OS&E direction, and experience blueprints
  • Menu positioning, pricing logic, and operational workflows tied to performance
  •  Multi-venue strategies
CREATIVE DIRECTION
  • Venue narratives, rituals, moodboards, and atmosphere direction
  • OS&E, uniform, and touchpoint guidelines for cohesive experience delivery
  • Complete concept packs translating strategy into clear creative direction
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