Introduction
Soho X is a hospitality experience transformation agency designing immersive, story-driven restaurants, bars, and hotel experiences.
OUR PROCESS
We are master storytellers
We don’t just design spaces — we create stories. Every brand, experience, and touchpoint is backed by an underlying narrative.
We touch human hearts
We craft immersive experiences that stir emotions, spark memories, and connect people through thoughtful design, storytelling, and sensory detail. Every concept we create is deeply rooted in creating human connection.
We create experiences by design
Every experiential element is meticulously researched, planned, and executed with excruciating detail—ensuring a consistent narrative where every design, sound, taste, and touch speaks the same language.
We are asset focused
Our goal is to drive sustained yield to the owner’s balance sheet through high-performing, experience-led outlets that build loyalty and revenue
WHO WE ARE
Soho X is the experience transformation agency of Soho Hospitality, dedicated to creating distinctive, story-driven hospitality destinations. We partner with hotel operators, developers, and restaurateurs to transform ideas into fully realized concepts by combining strategy, interior design, branding, food and beverage programming, uniforms, tabletop curation, music programming, and marketing.
Our approach focuses on crafting cohesive guest experiences where every detail is intentionally designed to bring a concept to life and deliver both emotional impact and commercial success
OUR SERVICES
Market Strategy and Feasibility Studies
We analyse market potential, positioning, and commercial viability to shape concepts with long-term success. Our insights balance creativity with data-driven decision making.
Interior Design
We create immersive hospitality spaces where atmosphere, flow, and detail come together seamlessly. Our designs balance aesthetics with operational performance.
Brand Strategy and Development
We build brands with clear identity, narrative, and emotional connection. From naming to visual language, every element is purpose-driven.
F&B Concept
We develop original food and beverage concepts rooted in storytelling and guest experience. Each concept is designed to be authentic, distinctive, and commercially viable.
Uniform and Tabletop Concept
We design uniforms and tabletop elements as extensions of the brand experience. Every detail enhances mood, comfort, and identity.
Cocktail Programming
We curate cocktail programs that reflect concept, narrative, and craftsmanship. Balancing creativity with consistency and operational efficiency.
Music Programming
We shape soundscapes that define mood, energy, and atmosphere. Music is curated to evolve throughout the day and night.
Pre and Post Opening Support
We support projects through opening and beyond, ensuring a seamless launch. From setup to refinement, we assist teams on the ground.
OUR PROJECTS
LEADERSHIP TEAM
We're a unique team of the brightest doers, smartest thinkers and most talented makers from inside and outside the hospitality industry.
Rohit Sachdev
Chief Executive Officer
Rohit Sachdev is the CEO and Founder of Soho Hospitality and is responsible for the overall strategic vision for the company’s hotel and restaurant development, interior design and F&B consulting business.
Nimesh Acharya
Chief Operation Officer
With 21 years of experience in QSR. Specializing in strategic management, operations planning, and organizational development, he excels in achieving business and financial objectives. Known for his adeptness in problem-solving and resourceful decision-making, He plays a key role in maximizing efficiency, ensuring operational excellence, and driving new project developments.
Steven C Nebel
Chief Creative Officer
Steven is a design-driven entrepreneur focused on creating a beautiful, humane, and sustainable future by examining human interaction with their environment. He has two decades of experience working as an architect, experience designer, strategist, and management consultant across Asia, Europe, and the Americas with a focus on hospitality, luxury, and government projects.
Johnny Moreland
Design Director
Working globally, I lead Soho Hospitality in delivering award-winning, multi-site design projects. Rooted in a family legacy of
craftsmanship in Northern England, I combine traditional making with strategic leadership to create integrated design
experiences. I also share my methodology publicly, speaking alongside industry leaders at events such as BODW+. At Soho
Hospitality, we take a holistic approach integrating brand, interiors, and storytelling at the core of every project.
Ananyaluk Wongtaladkhwan
Associate Design Director
She is a leader in hospitality design, seamlessly integrating strategy, brand, and spatial experience to create distinctive, story-driven projects that deliver strong business value and elevate standards locally and internationally. Design experiences and manage high-profile hospitality projects under luxury hotel brands across Asia and the Middle East.
Steph Malagon
Associate Strategy Director
Estefania oversees strategy and research elements in all projects. She has expanded her expertise in brand strategy, focusing exclusively on monumental hospitality projects worldwide. She has worked on a number of marquee projects, defining the overall strategy and direction of these projects, including several giga projects in the Middle East and 5* hotel properties globally.
Piyanuch Kangwankijwanich
Marketing Director
Piyanuch is a versatile digital strategist with a career defined by her ability to drive growth across diverse business landscapes. Rather than specializing in a single niche, she has spent nearly two decades navigating the unique challenges of multiple sectors, translating data-driven insights into commercial success.
Raweeon Tuamsook
Human Resource Director
Experienced Human Resources professional with extensive experience in multicultural environments. Expertise in Talent Acquisition, Talent Management, Learning & Development, and HR Transformation. Passionate about driving innovation in HR strategies, processes, and technologies to enhance organizational effectiveness. Holds a Master of Arts in Cultural Resource Management and Policy Analysis and a Ph.D. in Industrial and Organizational Psychology.
Thet Phoo Zin
Project & Portfolio Manager
Project Manager with expertise in hospitality transformation, managing complex, multi-scope projects spanning interior design, branding, and operations. Combines strategic planning, stakeholder management, and execution excellence to deliver elevated lifestyle and F&B experiences.