The Tradition is a forthcoming luxury hotel in Dallas, conceived as a new cultural address where food and beverage is integral to the brand rather than an add on. From the outset, the ambition is to create restaurants and bars that function as destinations in their own right, engaging local audiences while anchoring the identity of the hotel as a whole.

Vanya is involved since the early brand and concept development phase, working closely with the founders and creative team to shape the food and beverage brand architecture and marketing foundations.

The work is developed in parallel with renowned French interior designer Jacques Garcia. Particular consideration was given to how Garcia’s use of colour, mood, and theatricality would translate into brand systems that could live consistently across f&b concepts, menus, collaterals, press, and digital channels.

.The Tradition Hotel is to open in 2028.