Can you help us
launch three new venues
in three months?
Nico Simeone, the mastermind chef behind Six By Nico, is on a mission to democratise fine dining. As his brand expands, Story Shop is proud to support him in launching three new venues—Somewhere by Nico, Sole Club and Valaria—within three months.
35M potential audience
OUR
CREATIVE
PROCESS
We did the simple things really well: strategic media placements and key journalist and influencer visits. However, our campaign truly stood out through our blend of creativity and journalistic integrity.
To celebrate the launch of Sole Club, Nico’s fish and chip concept with a speakeasy restaurant “behind the fridge,” we created a viral moment with a prize draw behind a now-iconic pink fridge that popped up across Glasgow.
To showcase the artistry behind Valaria, we shared the inspiring story of head baker Mafu Diagne. In a narrative fit for The Bear, Mafu arrived in Scotland five years ago without any baking or cooking experience. Now, he rises at 3am every morning to craft perfect pastries for his new hometown.
Then there was Somewhere, the brand’s first cocktail venue. Before launching its first theme—Nostalgia—we tapped into Nico’s own journey, reflecting on his rise from his first Glasgow venue to a UK-wide empire in under a decade, generating widespread media attention.
Memorable moments
In just three months, we secured more than 80 pieces of media coverage across various venues, helping deliver two of the busiest openings in the company’s history.
We spoke to team members to uncover compelling stories, including that of Mafu Diagne. Now head baker at Valaria, Mafu moved to Scotland five years ago without speaking English and having never baked before. His story was featured in ten media outlets, including The Times.
We launched an activation inviting Glaswegians to find the pink fridge across Glasgow, with a prize for those who did. This campaign ensured that Sole Club was fully booked for the entire first month of its opening.
We organised a media event for Somewhere by Nico, generating over 35 pieces of coverage and achieving more than 10 million opportunities to see (OTS).
From first-look releases to creative influencer and journalist gifting and events, we made sure the launch of Nico’s new cocktail venue was one to remember.
We branded a pink fridge which caused a buzz when it mysteriously appeared around Glasgow, with offers inside for passers-by.
During our campaign, we were able to uncover new angles and present the founder, Nico, to the media in new ways.
Coverage
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How a porter with no English became top restaurant’s head baker
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Young dad's meteoric rise from kitchen porter to head baker
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This Bar Is Serving A Fairytale-Themed Six-Course Cocktail Experience In Glasgow
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I tried the new Glasgow cocktail bar from the Six by Nico team
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Nico Simeone to launch 'elevated chippie' later this month
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First look at Sole Club food as Six by Nico opens chip shop
“We kicked off 2024 with a lot going on; launching two brand new concepts, and re-launching another. Running multiple venues across several brands within a fast-paced industry doesn’t leave you much time to focus on PR. Story Shop simplified PR for us, digging out the stories that journalists wanted to hear, and coming up with unique, attention-grabbing ideas that did more than just generate coverage; they (quite literally) met our customers where they were.”
Morgan Pope
Brand Director
78 pieces of coverage
