What Mr. Samigo does

Mr. Samigo (legal entity SAMIGO GMBH) is a Zurich-based experiential design and hospitality company founded in 2010 by Sami Khouri. The company specializes in conceiving, designing, and operating unique pop-up restaurant concepts, producing branded events, and providing interior design and branding services for the Swiss hospitality sector. With a core team of 7 employees and operations spanning Zurich, St. Moritz, Laax, Basel, Bern, and Zermatt, Mr. Samigo manages a portfolio of more than a dozen sub-brands including Samigo Amusement (a permanent lakeside restaurant and nightlife venue), Les Halles (a casual bar and market in Zurich West), Trattoria Sempre (Italian dining operated in partnership with the Bindella family), Khouris (Middle Eastern cuisine), Samici (pizzeria with hidden club), Palestine Grill, the conceptual Samigo Fuel 7500 (a 'fake gas station' in St. Moritz), and the annual Boxing Night gala. Revenue derives from four streams: pop-up and permanent venue F&B operations (transaction fees), event design and production services (professional services), branding and interior design (professional services), and wedding packages starting at CHF 1,000,000.

The business model is asset-light and partner-heavy. Culinary and operational execution is delivered through strategic partnerships — Bindella for Italian cuisine, La Muña for Japanese-Peruvian, Falken Brauerei for craft beer, Weisse Arena Gruppe for mountain venues — allowing the small core team to scale creative output across multiple venues and activations. Pricing ranges from CHF 69-139 per person for dining experiences to CHF 1,000,000+ for weddings and six-figure event contracts with enterprise clients including Red Bull (recurring since 2019 across Openair Frauenfeld, Unlocked, and Red Monday), Rabanne, Fondation Beyeler, Hauser & Wirth, Campari, and Genolier. Demand generation relies on Instagram-led brand presence, signature events such as Boxing Night (1,700 tickets sold out in minutes), and word-of-mouth from high-profile brand activations.

The technology stack is intentionally non-software: Mr. Samigo's core competency is creative concept development, interior design expertise, and physical event production. The company uses third-party booking systems (Aleno) for reservations and Squarespace for its web presence, with no proprietary platform, no app, and no disclosed AI capabilities. Distribution is direct — email-based event requests, on-site reservations, and a planned merchandise e-commerce storefront — all confined to the Swiss domestic market.

Name

Mr. Samigo

Legal name

SAMIGO GMBH

Website

https://mrsamigo.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Mr. Samigo is a Zurich-based experiential design and hospitality company founded in 2010 that creates and operates pop-up restaurants, branded events, and interior design concepts across Switzerland, serving enterprise clients, high-net-worth individuals, and consumers through multiple permanent venues and rotating sub-brands.

Ownership category

akta.pro rank

Product category

Hospitality and Experiential Design

NAICS

Caterers (722320), Special Food Services (7223), Drinking Places (Alcoholic Beverages) (722410)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Special Occasion & Destination Restaurants (THAFACAK)

akta.pro secondary industries

Rooftop Bars & Outdoor Nightlife Venues (MPAGAIAF), Catering Coordination & Bar Service Management (Non-restaurant) (HSACAAAH), Specialty Dietary & Wellness Catering (Vegan, Halal, Kosher, Allergy-Friendly) (THAFAIAK)

Keywords

• Pop-up restaurant concepts
• Hospitality event production
• Interior design services
• Brand activation experiences
• Luxury wedding planning

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Pop-up Restaurant and Bar Operations: Mr. Samigo operates various temporary dining and nightlife venues including Samici (pizzeria), Khouris (Middle Eastern), and seasonal concepts like Samigo Fuel 7500. These generate revenue through food and beverage sales, table reservations, and event bookings.
2. Event Design and Production Services: The company designs and executes corporate events, private celebrations, and brand activations. Revenue comes from event fees, production charges, and service contracts for companies like Red Bull, Rabanne, and Hauser & Wirth.
3. Branding and Interior Design: Mr. Samigo provides creative branding, product branding, and interior design services for restaurants and businesses. They brand their own concepts and have created designs for clients including Samigo Amusement, Les Halles, and various client projects.
4. Permanent Venue Operations: Management and operation of permanent locations including Samigo Amusement (all-day eating, drinking, and party spot on Zurich lake) and Les Halles (vibrant eclectic spot in Zürich West).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Mr. Samigo operates a portfolio of permanent and seasonal restaurants, bars, and nightlife venues in Switzerland, designs and produces bespoke corporate and private events (including luxury weddings starting from CHF 1,000,000), and provides interior design and creative branding services for hospitality and lifestyle brands. The company creates immersive pop-up and travelling-restaurant concepts (e.g., Samigo Amusement, Les Halles, Trattoria Sempre, Samici, Khouris, Samigo Fuel 7500) and signature events such as the annual Boxing Night for consumer and corporate audiences.

Product overview

Mr. Samigo & Family is a Zurich-based experience design company founded in 2010, specializing in pop-up concepts, creative branding, and interior design for Switzerland's dining and nightlife scene. The company operates multiple distinct restaurant brands and event concepts including permanent locations (Samigo Amusement, Les Halles, Trattoria Sempre) and rotating pop-up concepts (Samici, Casa Samici, Samigo Fuel 7500, Chez L'Ami Sami, Mini Market, Khouris). Their portfolio also includes the annual Boxing Night event and Travelling Restaurants series. The offering spans Middle Eastern cuisine (Khouris, Palestine Grill), Italian dining (Trattoria Sempre), pizza concepts (Samici, Samigo Pizza Delivery), Swiss-themed experiences, and partner-branded activations. Mr. Samigo transforms spaces including former freight stations and lakeside venues into immersive culinary and entertainment destinations.

Differentiator

Problem solved

Functional benefit

Brands

• Samigo Amusement: All-day eating, drinking and party spot along the lake in Zurich with brunch, lunch and dinner service.
• Khouris
• Les Halles
• Palestine Grill
• Samici
• Casa Samici
• Boxing Night
• Samigo Bräu
• Trattoria Sempre
• Chez L'Ami Sami
• Mini Market
• Samigo Fuel 7500
• Samigo Sports Club
• Travelling Restaurants

Products and services

• Samigo Amusement All-day eating, drinking, and party spot along the lake in Zurich offering brunch, lunch, and dinner with rooftop basketball court (Samigo Sports Club) and seasonal winter concepts.
• Khouris Restaurant Traditional Middle Eastern restaurant inspired by Mama Khouri's recipes featuring mezze, rotisserie baby chicken, falafel, shisha, chai, and knafeh, located in Zurich with weekend terrace dining.
• Les Halles Vibrant, eclectic spot in Zürich West offering a mix of cuisine in an industrial-style space, featuring a casual restaurant, bar, and market under one roof.
• Palestine Grill Street food spot serving Palestinian cuisine including falafel, shawarma, and Middle Eastern staples at Langstrasse in Zürich.
• Samici Pizzeria Exclusive pop-up pizzeria where pizza meets champagne, featuring pizzas made with champagne-soaked dough and including a secret entrance behind the restroom leading to an exclusive club.
• Casa Samici Italian dining experience in Zurich's Kreis 1 with a refined yet vibrant setting, featuring stone-fired pizza, pasta, and a hidden club behind the fridge.
• Samigo Fuel 7500 Conceptual 'fake' gas station in St. Moritz revealing restaurant, vibrant nightclub, and kiosk, with Japanese-Peruvian cuisine by La Muña.
• Chez L'Ami Sami Swiss-focused cuisine restaurant in Zermatt featuring a cheese store and HiFi bar hidden behind large cheese fridges.
• Trattoria Sempre Authentic Italian restaurant with hand-selected decoration in Zurich and Bern, created in collaboration with the Bindella family, featuring Italian grandmother's home style ambiance.
• Boxing Night Event Annual legendary event combining sports, entertainment, and culinary creativity, featuring boxing matches, burlesque, circus acts, and a gourmet multi-course dinner with iconic afterparty.
• Wedding Services Luxury wedding planning and design services for high-net-worth couples, including venue, production, catering, and creative concept development, starting from CHF 1,000,000.
• Corporate Event Production End-to-end creative event production services for corporate clients, including brand activations, product launches, and private celebrations (e.g., Red Bull Openair Frauenfeld, Rabanne Golden Sunset, Campari Negroni Bar).
• Interior Design & Branding Services Creative branding, product branding, venue, and interior design services for restaurants, hotels, galleries, and brands (e.g., Dettling & Marmot, Widder Hotel, Genolier Innovation Hub, Samigo Amusement, Les Halles).
• Travelling Restaurants Nomadic 30-day pop-up dining experiences in creatively designed spaces, including Garage, Kino, Franzki, Negroni Bar (Campari), Güterbahnhof Endstation, Gondelhalle (Laax), and Boxclub.
• Mini Market Concept bar that transforms from a charming kiosk into a vibrant nightclub, including Library Bar, Rote Bar, smoking lounge, and market shop, with secret bars hidden behind vending machines.
• Samigo Bräu Craft Beer Craft beer created in partnership with Falken Brauerei, featuring a label showing shaking hands symbolizing friendship and strength, available bottled or fresh from the tap.

Quantifiable outcome

• Boxing Night sold out 1,700 gala tickets in minutes
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• La MuñacoreStrategic or Co-development Partner · 1 January 2025La Muña is the Japanese-Peruvian cuisine partner for Samigo Fuel 7500 in St. Moritz. They serve ultra-fresh sensations combining raw and marinated elements with vibrant textures and balanced flavors from rare, carefully sourced ingredients. This partnership elevates the dining experience at the conceptual 'fake gas station' venue.
• RabanneminorGTM or Marketing Partner · 1 January 2025Summer 2025 partnership for exclusive rooftop event 'Golden Sunset by Rabanne'. Mr. Samigo was responsible for the entire decoration concept with full creative freedom, while Rabanne provided goodies and on-site games for the launch of their 'Frequencies' product.
• Genolier Innovation HubminorStrategic or Co-development Partner · 1 January 2024Interior design partnership for the entrance area and library of Genolier Innovation Hub, one of Switzerland's most esteemed clinics. Mr. Samigo transformed the space into a captivating time capsule with medical books and unique art pieces.
• Bindella FamilycoreStrategic or Co-development Partner · 1 January 2023Partnership with the Bindella family to open Trattoria Sempre in both Zurich (May 2021) and Bern (November 2023). The Bindella family are the owners and Mr. Samigo handles the creative direction, design, and operational partnership to bring authentic Italian dining experiences to life.
• Red BullcoreGTM or Marketing Partner · 1 January 2022Ongoing partnership since at least 2022 for multiple events: Red Bull Unforeseen @ Openair Frauenfeld (2019, 2022-2025), Red Bull Unlocked (2022), and Red Monday (2022). Mr. Samigo handles creative overall implementation and operation of backstage areas and themed event spaces.
• Weisse Arena GruppecoreStrategic or Co-development Partner · 1 January 2018Responsible for the creative implementation and design of The Galaaxy mountain station at Crap Sogn Gion (2,228m above sea level) in Laax. Since summer 2017, they redesigned main public areas and culinary offerings, adding lounge spaces, a cinema, and a DJ booth for Radio Galaaxy.
• Fondation BeyelerminorStrategic or Co-development Partner · 1 January 2017Collaboration with the renowned Fondation Beyeler museum to implement the opening event of their 2017 summer exhibition devoted to artist Wolfgang Tillmans in Basel.
• CampariminorGTM or Marketing Partner · 1 January 2016Exclusive Negroni Bar setup as part of the travelling restaurants concept in May-June 2016. Located in Zurich's fourth district, known for dynamic nightlife. Mr. Samigo created exclusively designed interiors and a suiting programme.
• Hauser & WirthminorStrategic or Co-development Partner · 1 January 2015Transformation of Hauser & Wirth Zürich's second-floor gallery into 'Salon d'Hiver' - an immersive domestic space displaying artworks, editions, music and books among furniture, creating a home-like atmosphere for their 2015 winter exhibition.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• D&D London: London-based restaurant and events group operating multiple premium venues (Le Pont de la Tour, Bluebird, Skylon). Comparable to Mr. Samigo as a multi-concept hospitality operator with a strong event and private hire business.
• The Birley Group: London hospitality group operating Annabel's, Harry's Dolce Vita, Sexy Fish and others — combines high-grossing restaurants, members' clubs and event spaces, paralleling Mr. Samigo's mix of premium dining, hidden clubs and corporate events.
• Major Food Group: US hospitality group behind Carbone, Dirty French, Torrisi and Sadelle's — a portfolio of high-grossing, design-forward, experiential restaurant brands built around a strong creative vision, directly comparable to Mr. Samigo's portfolio of themed dining concepts.
• Tao Group Hospitality: Operates restaurant, lounge and nightclub venues that combine dining with nightlife and immersive theming (Tao, Marquee, Lavo). Highly comparable to Mr. Samigo's restaurant-plus-secret-club hybrid venues such as Casa Samici and Samigo Amusement.
• JKS Restaurants: UK group behind Gymkhana, Brat, Trishna and Plaza Khao Gaeng — concept-driven restaurants with strong design and PR-driven launches, closely mirroring Mr. Samigo's themed sub-brand portfolio strategy.

Emerging players

• Secret Cinema: Immersive entertainment producer turning films into live, themed experiences with restaurants, bars and performance built in. Comparable to Mr. Samigo's experiential design and themed pop-up activations for brands like Red Bull and Rabanne.
• Sunset Hospitality Group: Dubai-based emerging hospitality group with a portfolio of beach clubs, restaurants and lounges (AURA, Drift, Twiggy). Comparable as a fast-scaling multi-concept operator focused on lifestyle and design-driven venues.

Broad incumbents

• Soho House: Global private members' club operator with in-house restaurants, bars and event programming. Soho House shares Mr. Samigo's blend of curated F&B, design-led interiors and a focus on creatives/professionals, but at much larger scale and geographic breadth.

Others

• Yabu Pushelberg: Internationally recognized interior design firm specialising in luxury hotels, restaurants and residences (Four Seasons, Edition, St. Regis). Comparable to Mr. Samigo's interior design arm serving hospitality and high-end real estate clients.

Regional players

• WAREHOUSE by Mr. Samigo: Zurich-headquartered event venue linked to the Mr. Samigo website; included as a regional adjacency illustrating how concept-led Swiss operators expand venues. (Self-reference for ecosystem completeness only.)

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/samigo_amusement
• LinkedInlinkedin.com/company/mr-samigo

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mr. Samigo