[work - global evolution]
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F&B FROM VISION TO EXPERIENCE AND BRAND STORY, Potato Head was one of the first places where I watched sustainability stop being an operations brief and become a cultural stance.
The question we kept asking wasn't how to reduce harm, it was how to make regenerative living genuinely desirable in every touchpoint of our key pillars: music, design, sustainability, wellbeing and f&b.
F&B became a next step: international chefs, Balinese makers, natural wine, music, design, local sourcing understanding the backbone of the supply chain - all of it moving together as one living argument that good times and good values are not in conflict.
That argument has since travelled far beyond the island building a story that lives beyond geography and builds a global like-minded community.
https://seminyak.potatohead.co/
photo credits adrian morris and potato head
Good Times, Do Good at Potato Head Bali.
Wellbeing is the lens at Six Senses Ibiza: The Beach Caves.
CREATIVE PARTNERSHIPS AND EXECUTION FOR THE BEACH CAVES LAUNCH, IBIZA: The brief wasn't to produce events. It was to create conditions for co-creation and organic hosting by the community we wanted to build.
An island inside an island connected to the world. Six Senses sub brand needed to be launched as a cosmopolitan beach club built on creativity and wellbeing, with a distinctive experience that reflected Ibiza’s wilder roots.
For the inaugural season at The Beach Caves, we designed a framework of creative partnerships - photographers, illustrators, cultural voices, that gave the space a point of view rather than a schedule, turning The Beach Caves rocks into a cultural hub over the sea.
What I learned: the difference between a hotel that programmes culture and one that genuinely hosts an invisible but lively calendar.
https://www.sixsenses.com/en/hotels-resorts/europe/spain/ibiza/dining/beach-caves/
The World’s 50 Best Restaurants: Food as Diplomacy
CHEF’S LIAISON, EVENTS DEVELOPMENT AND PRODUCTION, WORLDWIDE: Working across five continents with the world's most influential culinary platform taught me that food moves faster than almost any other cultural language.
Chefs cross borders that politicians can't. A table in Lima or Istanbul carries more information about a place, its history and its aspirations than most official narratives.
My work there was about making those conversations visible through hosted experiences, explorations and activations designed not just to celebrate the list, but to reveal the power and impact of a community with the aim of transforming how we taste the world.
MARCA PERU: The taste of a country in all colours
WORLDWIDE MEDIA AND RESONANCE. CREATIVE DEVELOPMENT FOR PERU’S CULINARY ECOSYSTEM
Peru is not simply a project I've worked on. It's home.
For years, I've had the privilege of contributing to the international journey of Peruvian gastronomy alongside chefs, producers, media and institutions — developing press partnerships and cultural collaborations that helped these stories travel with depth.
As a Peruvian, this work has always felt deeply personal. It wasn't about promoting a cuisine, but about supporting a cultural movement that reshaped how the world understands Peru: through its landscapes, biodiversity, migration and people.
That trust continues to shape everything I build today — and it is where projects like Tusan begin: not from trend, but from memory, identity and the desire to keep evolving the conversation.
CONCEPT DEVELOPMENT & COMMUNICATION STRATEGY ACROSS PARTNERSHIPS: Eight restaurant concepts across Lima, Lisbon, Istanbul, Madrid and beyond. What we were really working on wasn't branding but DNA: what a chef keeps when everything changes - the ingredient, the language, the kitchen, the audience.
Diego's answer was always the same: the emotional memory of a place, the conviction. Heritage not as nostalgia but as a living tool based on core respect for nature in every way.
From Andean soul food in Costa Rica to Peruvian nikkei in the Indonesia, we built a global identity that lives infused in every concept and team.
Diego Muñoz Global Projects: The Freerider as a Creative Trademark
THINK
Research. Territory. Narrative.
Understanding brands and culture to build brand culture.
Concepts for hospitality and destinations.
DESIGN
For transformation, connection and innovation.
Experiences. Guest Journeys. Programming. Ephemerals.
CONNECT
Through food, wellbeing and lifestyle.
Communities, Networks. Partnerships. Memberships. Media and New Editorial.
anáura.- taste is the strategy