“It’s all about people,” says Pure Grey senior director of operations and development Edward Viita. “Eating and drinking is one of the last frontiers of genuine human engagement and one that none of us can avoid.” Viita got his start working in restaurants and bars in London at an early age, eventually joining Marriott International as F&B director for Europe. After acquiring Starwood Hotels & Resorts in 2017, the hotel giant repurposed its Culinary Concepts Hospitality Group into Pure Grey, with offices in New York, Dubai, and London. “We felt rebranding would help clients better understand our approach—collaborative and focused on the essentials,” he explains.
Currently operating in 15 different countries under the Marriott umbrella, the restaurant and bar consulting firm prides itself on a bespoke approach. Before entering a new market, the team researches “the culture and community to ensure we are always considerate, progressive, distinctive, and locally relevant.” Take Spice Market within Qatar’s W Doha, which boasts a cozy lounge bar that overlooks the Persian Gulf, handcrafted screens, and candles flickering in golden niches. On the same property, Market by Jean-Georges is a European-style eatery inspired by a casual family kitchen, where dark wood paneling serves as a backdrop for eclectic wares. There’s also the moody, ’40s-influenced Bartizen in the W Montréal, with a masculine aesthetic characterized by dark wood accents.
Over the next six months, Pure Grey will open 10 new restaurants, including a Southeast Asian spot in Mexico, a Greek restaurant in Puerto Rico, and another Doha location, this one resembling a Nordic spa. “Every opening is different and nothing ever goes 100 percent to plan,” Viita says. “The secret is meticulous planning, open communication, patience, and enthusiasm.”
Dark wood paneling act as a backdrop for eclectic wares at Market in the W Doha.
Bartizen’s palette is enhanced by plush seating and dark wood accents.
