Underground and duality concept
Launching a dual-narrative cocktail concept that opened the UK market and set the tone for brand expansion.
We partnered with Gura Gura to launch their first international restaurant and bar concept in London. Originally from India, this was their UK debut. Our role was to shape their entry strategy by building a drinks identity, bar programme, concept narrative and operational bar systems that felt both original and commercially intelligent.
Over four months, we developed the creative direction for Gura Gura's drinks offering. The venue's two-floor layout inspired a dual narrative: light and elevated upstairs, moody and mineral below. This became the foundation for “Underground”, a concept rooted in raw ingredients, Asian botanicals and sensory contrast. We supported every step of the journey, from logistics to partnerships to launch content.
Since opening, Gura Gura has expanded into a second site, Oorja, and is now preparing to launch their third venue. This growth confirms the strength of the positioning and market entry strategy.
We had the pleasure of working with Maya Hospitality for the launch of Gura Gura’s location in Covent Garden, and the results have been outstanding. From concept development to the creation of a perfectly curated menu, Eduardo’s expertise was evident every step of the way.
They tailored our beverage offerings to complement our brand, ensuring they captured the vibrant, unique essence of Gura Gura. Their attention to detail, innovative approach, and understanding of the market helped us stand out in the competitive Covent Garden scene.
Our guests have been raving about the drinks ever since. We highly recommend Maya Hospitality’s beverage consulting for any business looking to elevate their drinks programme. We look forward to collaborating again in the future.
- Vivek Negi, Bars Manager, Gura Gura Covent Garden, London
From market entry to mixology identity.
Inspired by Gura Gura’s basement location and ingredients from both land and sea, the menu was built around duality.
Above and below.
Raw and refined.
Mineral and botanical.
Gura Gura
Underground Bar
Featured cocktails
The food
Pre-opening
Post-opening
Bringing Gura Gura to London wasn’t just about drinks. It was about translating a culture, a rhythm, and a story into a new market.
Together, we built more than a bar. We built a bridge between India’s energy and London’s cocktail scene.
- EDUARDO DE LA MORA
Founder & CEO, Maya Hospitality
