Global Restaurant Investment Forum

11-13 February 2020 – NH Hotel Grand Krasnapolsky, Amsterdam


11-13 February 2020 – NH Hotel Grand Krasnapolsky, Amsterdam

GRIF Content Library


Power of design in the restaurant business

Published 09 January 2019

Afroditi Krassa looks forward to discussing the value of brand and design in the restaurant business at GRIF 2019.

Afroditi is the Creative Director of eponymous design studio AfroditiKrassa and the designer behind some of London’s most iconic hospitality projects of the past decade; from hugely popular chain itsu, to dining phenomenon Dishoom and Heston Blumenthal’s ‘The Perfectionists’ Café’. She is also co-owner and designer of Bala Baya, an award winning, Tel Aviv-inspired restaurant and cocktail bar.

GRIF: What are the key trends transforming the current restaurant investment landscape and how?

AFRODITI: In the UK, it is definitely the uncertainty over our relationship with Europe, the changing face of the labour market as well as the growth of the vegan/vegetarian movement and the ethics of food production.

GRIF: How is the future of the restaurant industry in Europe going to be different from what it is today?

AFRODITI: They are going to be much more transient, experiential, flexible environments that respond to changing needs much faster and accommodate for a wider, urban market.

GRIF: Tell us a little bit about what you look forward to discussing at GRIF 2019?

AFRODITI: I look forward to discussing the value of brand and design in the restaurant business and the way investors understand the power of design and the effect it has on the bottom line.

GRIF: How do you benefit from being a part of GRIF?

AFRODITI: Mixing and meeting industry leaders who are not from a creative background, so that I can expose myself and understand the ambitions of investors.

GRIF: What are you looking forward to the most at this year’s event?

AFRODITI: The deal den!

GRIF Deal Den features a panel of expert judges not only with capital but with expertise to take your business to the next level. They evaluate the attractiveness of a selection of concepts and projects for investment.

The judges include:

Paul Campbell, Founder, Hill Capital Partners LLP

Sami Daud, Managing Director, Daud Group

Martin Sherwood, Partner, Enterprise Investment Partners

Enter your concept now – email:


Afroditi Krassa has been described as “a monumental talent” by Hospitality Interiors, “a rising star in hospitality design” by Metropolis Magazine, and, “most prominent designer of her generation” by Coolhunting. In 2010, she was awarded Designer of the Year by Elle Decoration.