PERSPECTIVES

When The Palazzo was preparing to open its doors in Abuja, the hotel had no culinary identity, no menu, and no defined guest experience. As the Brand Strategy, Marketing & Guest Experience Lead, I was tasked with shaping the restaurant from the ground up. This series reveals the behind-the-scenes strategy, creative decisions, and human moments that brought Soul Street, and its menu to life.

Designers love to romanticize the blank page. But creativity doesn’t start from nothing, it starts from noticing. This article explores how observation, memory, and chaos quietly fuel creation long before you ever open a new file.