Project

Design a brand identity for Mama Dom, as well as conceptualize and execute her one-night takeovers of renowned restaurants nationwide, beginning with a takeover of An Choi in the Lower East Side of NYC.

Creative

Envelop guests in an immersive experience to understand Dom’s hometown roots and Filipino heritage, and the importance they play in her cooking, by allowing them to interact directly with Dom’s distinctly Bay Area upbringing, weaving together a narrative that communicates through visual, tactile, and musical streams.
“I cannot fluently speak my native language [Tagalog], but learning and living my culture is very important to me. I’m able to do that through food. I learned my family’s cooking traditions at a young age and kept that with me. Practicing them now by cooking for my extended family and friends is my way of keeping those traditions alive.” – Dominique Lagleva

Concept

Traveling to the Bay Area for 24 hours, we followed Dom on a tour of her own personal San Francisco, from her Grandmother’s house to her adolescent stomping grounds, capturing stories and photos that sought to express the complex factors that have combined to create her experiences, and which led her to use cooking as an outlet for communicating her feelings and expressing herself creatively.

This content led us to produce a 24 page zine / menu that provided the perfect companion to each menu offering – drawing a direct correlation between each dish and the context from which the dish has come to be offered.

Creative Direction and Photography by Travis Gumbs & Cynthia Cervantes

Activation

Creating a link between Dom’s cooking and the familiar emotion of eating in a beloved family home, we lined the walls of the restaurant with family photos, as well as photos of intimate moments captured during our time with the Lagleva family in SF. Adding in the familiar oilcloth table covering, and a mix of fresh roses, the table settings also recalled for many guests the tactile experience of a meal served at home. Tickets to both sold-out seatings included a four course meal, bay area inspired cocktails, Mama Dom zine, and exclusive mixtapes from Bay Area DJ’s. 

Creative Direction and Photography by Travis Gumbs & Cynthia Cervantes