New Zealand–Based Hospitality Concept Designer
Hospitality Concept Design, grounded in Brand Strategy
Strategic Direction · Experience-Led Design · Commercial Thinking
A New Zealand based Design Studio Specialising in Hospitality Concept Direction and Design
Concept-led creative direction for cafés, bars, restaurants, and hospitality spaces at key project decision stages.
Hi, I’m Leonie - hospitality concept designer and creative director.
I specialise in brand-led concept design, working with entrepreneurs who want clarity and confidence in the vision before committing to detailed design, documentation, or a full fit-out.
My role is to shape and articulate the core concept and experience behind your venue turning early ideas into a clear, cohesive vision that’s easy to understand, communicate, and stand behind.
With a background in architecture, design, and hospitality branding, I bring a strategic, industry-specific perspective that goes beyond generic design.
I focus on how venues feel, flow, and function in real life
— not just how they look on paper.
A concept-first approach helps you:
Clearly communicate your vision to investors, partners, and landlords
Secure buy-in for funding, partnerships, or lease agreements
Move forward with the right delivery team, supported by a strong brief and creative direction
Ultimately, I help you turn ideas into a fully formed vision that builds confidence, gets people on board, and supports clear, informed decisions throughout your project.
fab services
Concept & Brand Direction
Clarify the idea, positioning, and overall look & feel of your venue.
Ideal for early clarity, refreshes, or testing a new direction.
Concept + Spatial Direction ⭐ Most Popular
Translate the concept into spatial logic with high-level layouts, zoning, furniture and feature placement and flow.
Perfect when you need to understand how the idea works in the space.
Concept + Spatial + Visualisation
Bring the vision to life with 3D visuals and optional fly-throughs to aid decision-making and stakeholder buy-in.
Fixed scope · Fixed timelines · Concept-led only
Some of the clients I’ve worked with
Heineken NZ · Tiger Beer · Suntory Coffee · DB Breweries · Monteith’s · Foodstuffs ·
Tuatara Brewing · Madame Social · The Blacksmith · Khu Khu Eatery · Casa Ahuriri ·
The Alcott · Huapai Golf Club · Mount Maunganui Golf Club
Across hospitality concept development, design direction, and brand experience projects.
Client Feedback
The end result is fantastic and has resulted in a lot of positive comments from our clientele, but has also drawn a new market of customers too.
This is indeed testimony to a job well done with our new look. A big thankyou Leonie.
The vision you gave us was practical and easy to follow. When we suggested small changes you included these without compromising the plan.
Thankyou for being so positive and easy to deal with.
Brian Hogan, The Blacksmith, Auckland
My Mission
To help you:
Get clear on your vision
Create guest experiences that stand out and make an impact
Make confident decisions at pivotal moments
Build venues that are both exciting and commercially sound
How I Work
Clarify the concept and experience
Shape the creative and brand direction
Translate it into spatial thinking
Visualise the Experience
Support confident decisions
My Experience
Over the years, I've had the privilege of working with a diverse range of clients across New Zealand, each with unique challenges and aspirations.
By closely collaborating with them and understanding their specific aims, I strive for an end result that not only looks fab and tells their brand story but also meets the practical demands of running a successful hospitality business.
If you're a hospitality business owner seeking to transform your space or create a brand new venue -
Let’s chat about how we could work together…
Make it Unique..
Make it Inviting…
Make it fab!
fab blog
Strategic insight for shaping hospitality concepts and experiences.
