Every December we sit down to look back, not just at the work but at the people, the progress, and the small moments that shaped the year. Last year was about resilience for our city and our industry.
This year was about rebuilding, reimagining, and restoring momentum.
Operators shifted from survival mode into rebuilding and refining. Guests wanted comfort and connection. Teams wanted stability. Restaurants wanted clarity
in a landscape that kept changing faster than anyone expected. Labor shortages, rising costs, and evolving guest behaviors challenged every category, yet through it all we were reminded why this industry matters. Hospitality remains one of the last meaningful ways to create community.
At New School, we pushed ourselves to meet
the moment. We expanded, refined, and doubled down on what we do best: helping restaurants tell better stories, build better systems, and deliver
experiences that last.
Thank you for trusting us, challenging us, and keeping us inspired. Here’s what 2025 looked like.
With lots of love,
Paul and Co.
WE LAUNCHED COOL STUFF WITH COOL PEOPLE.
New School was hired to develop a portfolio of scalable brands for Hilton — the first being Piebird, a contemporary take on American classics, which is already popping up in Hilton’s around the country.
PIEBIRD, HILTON INTERNATIONAL
When Rose Previte reached out to ask for help in finding senior management for her exciting and ambitious new food hall in West Adams, New School answered the call.
MAYDAN MARKET, LOS ANGELES
New School was hired by longtime industry vet, Dana Slatkin, to develop a full branding and identity package for her exciting new modern steakhouse that combines London-inspired timelessness with cozy neighborhood feels.
THE WILKES, LOS ANGELES
Another of New School’s scalable brands developed for Hilton that made its debut in 2025 is Poppy — an all-day full-service restaurant featuring California classics.
POPPY, HILTON INTERNATIONAL
When GFFG set their sights on establishing a foothold in Los Angeles with two of their most acclaimed concepts from Seoul, they tapped New School to lead the interior design and branding for Hojokban and provide a brand refresh for Knotted.
HOJOKBAN & KNOTTED, LOS ANGELES
The 3rd of the 7 seven scalable brands New School developed for Hilton to make an appearance in 2025 was Haley & Bear, an all-American kitchen and bar that exudes nostalgia, comfort, and warmth.
HALEY & BEAR, HILTON INTERNATIONAL
As the iconic Pebble Reach Resort set out to give their F&B program a heavy refresh, New School was hired to develop the branding and identity package for one of their marquis concepts, Stillwater.
STILLWATER, PEBBLE BEACH RESORT
Its not every day that an elite Nascar race team comes calling, but New School was more than happy to hop in the drivers seat to develop the culinary program for their pioneering hospitality experience taking place at each race.
LEGACY MOTOR CLUB, NATIONAL
AND WE’VE GOT MORE IN THE WORKS…
MARRIOT VACATION CLUBS, INTERNATIONAL
New School was hired to re-concept and fully develop a new food and beverage program for the international portfolio of Marriott & Hyatt Vacation Clubs.
BOUTIQUE KOREATOWN HOTEL, LOS ANGELES
New School was hired to name, concept, and brand all of the food and beverage spaces in a new upscale boutique hotel in Koreatown, as well as name and design the brand for the hotel.
THE RESORT AT PELICAN HILL, NEWPORT COAST
New School was brought on to develop the concepts and branding for five new food and beverage spaces in the resort as it transitions to the first ever St. Regis Estate location in the St. Regis resort collection.
New School was hired to fully develop the concepts, beverage programs, and branding for six signature bars in a new 50,000 sq. ft. market hall, as well as name and design the brand for the market hall itself.
OCVIBE FOOD HALL, ANAHEIM
New School was retained to co-develop the F&B program for two new Hilton brands as well as retool the F&B program for Graduate hotels — including culinary and beverage menu development, OS&E, FF&E, and training guides.
HILTON, INTERNATIONAL
New School was hired to re-concept and develop a new culinary program for Magic Castle’s signature dining experience.
MAGIC CASTLE, LOS ANGELES
New School was hired to develop the branding, FF&E, OS&E and training program for the latest fusion concept from Avish Naran, owner of Pijja Palace in Silverlake.
THE SCHEZWAN CLUB, LOS ANGELES
New School was hired to develop the beverage program for West LA’s newest private members-only golf and lifestyle club.
STABLEFORD, LOS ANGELES
BROAD STREET OYSTER CO., SAN FRANCISCO
A previous client of New School, BSOC again tapped New School to help develop the culinary program for it’s San Francisco outpost as well as lead service training.
New School was brought on as a partner for full concept development, branding, and ongoing management of a new all-day cafe, restaurant and bar opening this summer in Santa Monica.
BOWER BEACH CLUB, SANTA MONICA
Family Meal continued to grow into one of our favorite parts of New School. The rooms filled up, the conversations deepened, and operators showed up ready to learn from one another.
Family Meal is on pause as we look for a new home, but will be coming back stronger in 2026.
