NOBU HOSPITALITY
Brand Press Conference with the founders.
Client
Viet Capital Real Estate (VCRE)
Year
June 2024
In June 2024, 11:11 Group served as the official organizer for the prestigious Meet & Greet Press Conference announcing the launch of Nobu Hospitality in Vietnam, the first Nobu Hospitality in Southeast Asia. This event welcomed the three founders: Robert De Niro, Nobu Matsuhisa, and Meir Teper.
VCRE real estate developer appointed 11:11 Group to plan, creatively direct, and execute the transformation of the Park Hyatt lounge room, transporting guests back in time with a 1930s cinema ambiance and a New York City cigar lounge setting for the main conference.
11:11 Group’s scope of work:
- Creative & Art Direction
- Spatial & Interior Design
- Event Activation
- Media Production
- PR & Communications
11:11 GROUP AS THE OFFICIAL ORGANIZER OF THIS PRESTIGE PRESS CONFERENCE
Nobu Hospitality, founded in 1994 by chef Nobu Matsuhisa, actor Robert De Niro, and producer Meir Teper, began with a New York City restaurant that combined Japanese and Peruvian cuisine.
The brand quickly expanded to over 40 restaurants globally and ventured into the luxury hotel sector in 2009, opening its first hotel in Las Vegas in 2013. Known for its innovative cuisine, minimalist design, and celebrity ties,
Nobu has become a premier luxury lifestyle brand offering unique hospitality and dining experiences worldwide.
Nobu Hospitality is expanding into Vietnam with the Nobu Hotel Danang and Nobu Hotel Saigon, set to open in 2026.
To mark this expansion, Nobu organized a professional yet cozy press conference in Ho Chi Minh City, with the 11:11 Group handling the creative direction and execution of the space transformation. This move taps into
Vietnam's growing luxury tourism market and showcases Nobu's commitment to global growth and entering emerging markets.
The event celebrated the appearance of the 3 founders, honored Robert De Niro's achievements with a 1930s cinema theme, seamlessly blending Japanese minimalist design. The Park Hyatt ballroom was meticulously transformed into a vintage cinema foyer, guiding guests into a main room inspired by a cigar jazz lounge.
11:11 Group curated every piece of furniture, directed the lighting and event flow, and managed all photo and cinematic production. Following the event, they executed strategic PR communications with leading media outlets to maximize exposure and ensure the event's success.