The brief
French Group is one of the largest hospitality operators in the Nordics. By 2019 they were running a portfolio of premium restaurants, bars, and event venues across Stockholm, Visby, and Åre, including Mister French Stockholm and Mister French Åre, Kallis in Visby, F12 Terrassen and La Boca, Strandvägen 1, and Strandbryggan. Eight active units, each with its own crowd, location, season, and personality, and a small in-house team trying to keep all of them visible. Sia joined as marketing director in 2019. The mandate was simple. Keep every venue front of mind for the right audience, every day, with one group voice.
The thinking
Over the following years, the relationship evolved. What started as a single-employee marketing role became a full embedded studio function. Dekadent built a team around the account that operated like an in-house department but with the structure of an external studio. French Group's leadership backed the structure rather than replacing the role internally.
The reason that structure mattered is rhythm. French Group needed daily content production. That's an in-house rhythm. Eight venues, each generating events, menus, seasonal openings, weather-dependent terrace days, and reactive moments, meant the content engine had to run every day of the year. An embedded team with access to specialist production capacity was the only structure that could meet the brief.
This is also where the studio became one of the earliest adopters of AI-powered content production inside Nordic hospitality, particularly for F12. From 2022 onward, the studio integrated generative tools into the daily production pipeline to multiply output without diluting the brand voice. That let a small team keep eight venues live across all channels at the pace the business needed.
Daily content and social
Across all eight venues, the studio ran daily output for Instagram, in-venue moments, seasonal campaigns, and reactive content. Holding one consistent voice across eight venues, each needing to feel like themselves, was the real work. A Mister French post had to read like Mister French. A Kallis post had to read like Kallis. Both had to read like French Group.
La Boca, Stockholm.
Brand systems and campaign work
Beyond daily content, the studio led campaign creative for openings, seasonal launches, and key moments across the portfolio. The most significant rebrand inside the engagement was Strandbryggan, where the studio led identity and brand direction while Spik Studios led the concept and the exterior architecture.
Photography and production
With the daily rhythm came the need for a constantly refreshed image library. The studio managed photography across the units, both shooting and directing, so the same brand voice extended to every visual that left the group's hands. Brickfield was our main video partner across the engagement, handling film production for campaigns and ongoing content.
Kallis, Visby
Kallis is the summer engine of the portfolio. A beach club on Gotland that turns into Sweden's loudest week of the year during Stockholmsveckan, with stage pyro, themed parties, and a crowd that travels for it. The studio ran the brand through its biggest summers, from the Pink Party era to the Otto Knows residency, holding one visual world across stage, signage, social, and partner activations.
Kallis, Visby.
The outcome
The relationship ran from 2019 to 2024, including the COVID years that closed parts of Nordic hospitality permanently. French Group continued operating through that period and has since grown to twelve units. Across the five years, the studio delivered daily content output across eight units, led campaign and rebrand work including Strandbryggan, and operated as the group's full marketing function rather than a vendor on call.
This relationship lasted five years and survived a pandemic. That's the proof.