Spice Market

array of food and cocktails in asian decor

Spice Market

  • Hospitality
  • Strategy

The latest evolution of an award-winning brand extending to new markets globally

Learn more about Spice Market San Miguel.

Fibra Hotelera, the leading hotel operator in Mexico, connected with Pure Grey, then Marriott International’s in-house elite restaurant and bar consultancy, now Streetsense’s hospitality arm—to reimagine the beloved Jean-Georges Vongerichten brand Spice Market, adding another location to the famous Southeast Asian street food cuisine in their luxurious Live Aqua resort in San Miguel de Allende.  

Approach/

Expanding upon the beloved international brand and existing locations in the Spice Market family, the hospitality team paid homage to the Southeast Asian street food that the restaurants were known for, but took the concept to the next level: a culinary journey inspired by the Silk Road. Using exotic flavors and a transportive environment, Spice Market, San Miguel de Allende, uncovers cuisines and presentations that take our guests through an immersive discovery.  

Approach/

dumplings in intricate basket presentation

Results/

interior of Spice Market restaurant

Results/

Carrying over success from awards like TimeOut Doha Best Asian, TripAdvisor Travelers’ Choice Award, and BBC Good Food Middle East Awards for Best Restaurant of the Year in Doha—the San Miguel location also enjoys local celebration and international renown, contributing to the legacy of the Spice Market family.  

Inspired Menu/

This iteration of Spice Market dishes combines classic, familiar ingredients, like chili, sesame, ginger, and soy, but gives them a new layer of soul and flavor through a distinct point of view—honoring the famous menu and expanding on it with inspiration from the Silk Road. 

Inspired Menu/

decadent asian dessert

Beverage Program/

clear, cucumber-oriented cocktail with asian presentation

Beverage Program/

The beverages are exotic, quirky, and heavy on presentation: large-format cocktails, artisan beers that pair well with Asian dishes, and premier sake and soju programs focused on flights and tastings.  

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