Our founders remain actively involved in every engagement, bringing decades of hands-on hospitality experience to projects globally.
Meet The Leaders
Craft was founded by three industry specialists who collectively bring over 100 years of hands-on experience across world-class restaurants, bars, and hotels. Our founders remain actively involved in every project, bringing senior-level expertise to each engagement from day one.
CHRISTIAN ABELL
Concept Development, Diagnostic & Repositioning Leading concept strategy, venue diagnostics, and the creative repositioning of underperforming assets. With deep expertise in translating vision into viable hospitality experiences
DUNCAN FRASER-SMITH
Business Development, Market Research & Strategy Overseeing brand identity, operational frameworks, and financial planning. Ensuring every concept is built to perform from the inside out.
ANDREW MORROW
Brand Development, Operations & Budgeting Driving new business relationships, market intelligence, and long-term strategic planning. Connecting Craft’s capabilities to the right opportunities, in the right markets.
Our Commitment To Clients
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Every project begins by understanding our client’s vision, challenges and ambitions. We don’t believe in generic solutions. Our structured methodology, transparent communication and proactive collaboration allow us to create hospitality experiences that are commercially successful, operationally practical and memorable for guests.
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Why Craft
Our Strengths
- Industry expertise
- Global hospitality experience
- End-to-end consultancy
- Industry expertise
- Operational accountability
How We Work
- Strategic methodology
- Collaborative delivery
- Commercial logic
- Data-led decision making
- Reliable execution
- Built to operate, not just consult.