How Do You Build a Global Brand Without Copying Yourself? Holly Hallam Has an Answer.
The strongest hospitality brands aren’t the ones you recognise because every location looks identical. They’re the ones that feel unmistakably themselves, wherever they open.
That’s exactly the balancing act Holly Hallam and the team at DLSM Studio have been refining through NAC’s expansion across the Middle East. In this exclusive Design Insider interview, Holly discusses why designing for a brand is never about repeating a formula, and how every new destination becomes an opportunity to tell a different story.
1. Holly, could you begin by introducing yourself and your role at DLSM Studio, and tell us a little about the studio’s approach to hospitality design?
I’m Co-Owner at DLSM Studio, an award-winning creative studio specialising in luxury and lifestyle hospitality strategy, branding and interior design. I play an integral part in driving the business into new territories and leading our strategy and creative services. Our studio’s approach is rooted in strategically curating experiences, designing spaces beyond the aesthetic.
Successful hospitality design is about far more than just beautiful interiors. It’s about storytelling, operational performance and creating a genuine emotional connection between a brand and its audience. We look at every project through the lens of the guest journey, considering how people feel, interact and connect within an environment and spend a great deal of time understanding a brand’s DNA and its aspirations – translating those insights into spaces that feel authentic, memorable and commercially successful.
NAC Kuwait
2. NAC Kuwait marks the sixth destination DLSM Studio has delivered for the brand across the Middle East. What was the original vision for this latest location, and how did the waterfront setting influence your design thinking?
As design guardians for the NAC brand, it’s our role to ensure there is a level of design continuity and integrity in the spaces that we create, whilst evolving the design language to respond to the unique character of Kuwait and the opportunity presented by the Hessah District. The development is a forward-thinking lifestyle destination that brings together work, leisure, retail and hospitality, which aligns perfectly with NAC’s sociable, all-day dining ethos.
The coastal setting became an influence from the outset. We wanted the design to feel light, relaxed and connected to its surroundings, creating a seamless relationship between the interior and exterior spaces. Elements such as the expansive glazing, open terrace, natural materials and soft palette all help reinforce that connection. There’s a sense of ease and sophistication throughout the space that reflects both NAC’s European roots and the energy of its new waterfront home.
NAC Kuwait
3. As a hospitality brand expands across multiple cities and countries, how do you create a recognisable design identity while ensuring each destination feels unique to its location rather than a repeat of the last?
For us, successful expansion is never about replication. The strongest hospitality brands have a clear identity, but they also need room to evolve. We think of ourselves as guardians of the brand rather than creators of a fixed formula.
With NAC, there are certain elements that create continuity, whether that’s the balance of elegance and informality, the colour palette and materiality, FF&E selections, curved forms, or the social nature of the spaces. Beyond those foundations, every project begins with understanding its context. We look at the neighbourhood, local culture, guest expectations and architecture before developing a response that feels relevant to that destination.
The goal is for guests to instantly recognise NAC – as respected global brand, while still feeling that each restaurant could only exist in the place where it has been created.
NAC Kuwait
4. The Kuwait project brings together European bistro influences and contemporary Middle Eastern elegance. How do you approach designing for different cultural contexts without falling into stereotypes, and what role does local insight play in creating an authentic sense of place?
Authenticity comes from understanding people rather than relying on visual clichés. We’re always conscious of avoiding superficial references or design gestures that feel forced. Instead, we focus on how people live, socialise and experience hospitality in a particular location. Local insight is incredibly important in that process, which is why its helpful having remote designers based in the UAE and understand the market in more depth.
In Kuwait, we recognised a strong appreciation for quality, craftsmanship and sophisticated social environments. Rather than applying obvious regional motifs, we responded through materiality, scale, atmosphere and the way the space functions. The result is something that feels appropriate to its context while remaining true to NAC’s identity.
NAC Kuwait
5. After six destinations, what have you identified as the non-negotiable elements of the NAC experience, and where do you deliberately allow flexibility and evolution from location to location?
After six destinations, we’ve found that the non-negotiable elements of the NAC experience are less about replicating a design and more about preserving a feeling. At its heart, NAC has always been about bringing people together, with the philosophy of “good food and good friends” underpinning every location. The interiors must therefore feel warm, welcoming and effortlessly stylish, creating spaces that work equally well for a relaxed breakfast or an intimate evening with friends.
From a design perspective, there are several constants that anchor the brand. A refined, high-quality material palette of walnut-stained timbers, marbles, brass and neutral tones which create an immediate sense of timelessness, complemented by carefully crafted detailing, patterned stone flooring, soft arched forms and feature bars that are typically visible from the moment guests arrive. We also prioritise generous circulation space and comfortable spacing between tables, allowing the restaurants to feel premium, relaxed and never overcrowded.
Where we allow flexibility is in the narrative that shapes each destination. Rather than creating identical restaurants, we respond to the character of the location, its architecture, guest profile and cultural context and play with materiality and FF&E selections to create a sense of individuality. For Yas Mall, we drew inspiration from the glamour of the French, introducing warm terracotta accents within the otherwise neutral palette. In Bahrain, the concept celebrated joie de vivre and Provençal charm, with softer pink and red tones bringing a different warmth and personality to the space.
While each restaurant subtly tells its own story, the experience should always feel unmistakably NAC. The emotional connection, quality of materials and welcoming atmosphere remain constant, even as the visual expression continues to evolve.
NAC Kuwait
6. DLSM Studio has developed a distinctive approach to hospitality design, balancing commercial objectives with storytelling, atmosphere and experience. How has the NAC journey allowed you to express the studio’s ethos, and where do you see DLSM’s fingerprints within the brand?
At DLSM Studio, we specialise in creating luxury and lifestyle destinations that feel timeless rather than trend led. Every project begins with understanding the commercial, marketing, operational and brand ambitions of our client, and our role is to translate those objectives into places with a genuine sense of identity, atmosphere and longevity.
The NAC journey has been a fantastic opportunity to express that ethos. Rather than following transient design trends, we focused on crafting a brand and guest experience rooted in a clear narrative, creating spaces that feel authentic, memorable and built to endure. DLSM’s fingerprints can be seen in the careful balance between commercial strategy and emotional connection – from the overarching concept through to the smallest design details – ensuring every touchpoint contributes to a cohesive and lasting guest experience.
There’s always a balance between beauty and functionality, which is something we strive for across all our projects.
NAC Kuwait
7. Hospitality brands are increasingly expected to feel both globally recognisable and locally authentic. Do you think this balance is becoming more important, and how is it influencing the future of hospitality design?
Absolutely. Today’s guests travel more, experience more and have higher expectations than ever before. They want the reassurance of a trusted brand, but they also want to feel a connection to the destination they’re visiting and revel in unique, memorable experiences.
As a result, hospitality design is moving away from standardisation and towards creating more nuanced, location-driven, narrative-led destinations that are brought to life with experiential activations – whether that’s menu innovations, digital integrations, immersive experiences etc.
Guests are looking for authenticity, individuality and stories that feel genuine. For designers, that means creating spaces with strong design foundations while allowing enough flexibility for local interpretation and bringing through a brand’s true personality. I believe the future belongs to brands that can achieve both consistency and character in equal measure.
NAC Kuwait
8. Looking ahead, as NAC continues to grow, how do you see the brand’s design language evolving, and what opportunities does that create for DLSM Studio moving forward?
One of the most exciting aspects of working with a growing hospitality brand is that the story is never finished. Every new location presents an opportunity to learn, refine and evolve.
We’re delighted to be collaborating with the client and franchisees on further expansions around the world.
For DLSM Studio, it creates an opportunity to keep pushing NAC forward creatively, ensuring every new location feels fresh, relevant and meaningful whilst continuing to strengthen the global reputation of the brand. The Kuwait opening is a great example of that evolution, and we’re excited to see where the journey takes us next.
Our thanks to Holly Hallam for taking the time to share her insights. It has been a pleasure to explore the thinking behind DLSM Studio’s work with NAC, and how thoughtful hospitality design can evolve while remaining true to its identity.