Allium is the in-house dining experience found at The Vices York. Headed up by Chef Luke Sanderson, Allium offers a six-course tasting menu, which is served in unison to each guest. An exciting exploration of flavour that allows the customers to experience the menu, the way their chef intended.

The aspiration

“We’ve partnered with NIMA from the conception stages of The Vices York, which included creating and growing the brand. We now wanted support in creating a presence for our in-house dining experience, that was strong enough to stand alone but also complemented our overall brand. Allium is an exciting addition to the luxury, culinary scene and we needed a Brand Partner that could help us showcase this message perfectly.”

- Moreno Carbone. Co-Founder of The Vices

Allium Negative
Allium Positive

Delivering the solution

This project was very different to our work with The Vices York, primarily because by now, we know and understand the client, the aspiration and the target market perfectly. We already know the customer experience from every angle and understand the customer perception of Allium.

Designing Allium was an interesting balance of creating a unique design, that was strong enough to stand up in the luxury sector and make an impact. Whilst also fitting within The Vices York brand. It shouldn’t be jarring to the customer, but instead, complement the seamless and smooth customer experience that Daniel and Moreno are building.

We created sophisticated branding and further supported the Directors in PR, Customer Comms and Design, in preparation for the 2022 opening.

Associates: Olivia Brabbs Photography



Allium made an impact within the industry within days of their launch. Bookings opened on 1st December and on 11th December, both Allium and The Vices York were featured in The Times, Hottest Hotel Openings for 2022 list.

Nationwide publications expressed their interest in the brand and what Chef Luke Sanderson has created, within only 14 days of the website going live. And bookings have been consistent, leading us to what will be a very successful opening on 19th January 2022.

Visit the website:


Testimonial of work

Coming soon.

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