Welcoming Pure Grey to the Streetsense Collective

  • News
by Brian Taff, CEO

Today our global creative collective is changing for the better: We are pleased to announce we have acquired Pure Grey, Marriott International’s elite restaurant and bar consultancy. 


Pure Grey’s food and beverage operations, hospitality-based consulting services and concept development expertise focus on delivering unmatched experiences across all hospitality segments, including licensing its own restaurant brands internationally, such as Spice Market and Market Kitchen. The company has developed hundreds of memorable restaurants and bars around the world, from internationally acclaimed brands to bespoke concepts, including Revel & Rye at the New York Marriott Marquis, Laurel Brasserie & Bar at The Grand America Hotel (SLC), Spice Market at Live Aqua San Miguel de Allende, Mexico, and the launch of the Market Kitchen brand at the new W Algarve in Portugal. 


As part of this acquisition, we’re excited to also welcome Ed Viita, Pure Grey’s Senior Director, as our new Managing Director of Hospitality. Under Viita’s leadership, Pure Grey has become a preeminent hospitality, culinary and food & beverage consulting firm managing entire creative and operations teams. Viita has also developed independent restaurants, bars and hotels, including the world-renowned Artesian at The Langham Hotel and relaunched the iconic SAVOY hotel in London.  

Ed and the Pure Grey team are masters of their craft, bringing deep expertise of restaurant and bar concept design and operations to their new roles at Streetsense. This expertise, in combination with our well-established Eat & Drink studio and our placemaking, interior architecture, design, branding and marketing capabilities, provides our clients the opportunity to imagine, create, build and operate leading hospitality and hospitality-led brands and places worldwide. 

By joining forces, Streetsense and Pure Grey are better than we are individually and different from any other consultancy in the market, and this acquisition reinforces our continued commitment to creating amazing hospitality-driven experiences for places and brands globally. 

Learn more about our hospitality expertise here and keep up with the latest by following us on Instagram @realestreetsense and by signing up for our email newsletter. 


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