OUR STORY
From cult-favorite diner to brand architects. We built, operated, and scaled our own internationally acclaimed hospitality concept — and now we apply that hard-won expertise to yours.
Building the Ultimate Case Study
Founders Thu Thuy Pham and Phuong Thao Westphal conceptualized DASHI to bridge the divide between East and West — creating a brand that validated the Asian-German diaspora experience. It was the seed of a "Modern Nostalgia," designed to balance global exploration with the comfort of home. Before advising others, they set out to build their own world first.
Operators First, Designers Second
DASHI opened on Invalidenstraße. Designed with Mentze Ottenstein, the space was praised as "casual elegance" and a "Wes Anderson film set." But beneath the cinematic aesthetics lay years of rigorous operational learning — understanding that a beautifully complex takeout box can slow down a kitchen line, or that the wrong lighting kills a dining room's energy on a busy Friday. We learned to design brand systems that survive real-world hospitality.
Strategic Evolution
After years of building a culturally dominant, internationally recognized brand ecosystem — and managing intense inbound demand for our proprietary operational systems — we made a strategic decision to evolve. We closed our physical dining operations to focus entirely on B2B brand architecture. From helping regional family businesses modernize their legacy, to structuring scalable identity systems for expanding franchises, we now give founders the exact tools they need to launch and grow with uncompromising clarity.
Founded By
Thu Thuy Pham & Phuong Thao Westphal
Gastronomy Brand Architects. Hospitality Operators. Design Directors.