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Oūr störy
Bringing hospitality concepts from
Africa to
the world.
Oūr vîsion
/ˈvɪʒ(ə)n/* [noun]
"Our vision is to elevate the hospitality industry across Africa and its diaspora by creating culturally rooted, future-forward concepts in collaboration with bold thinkers, tastemakers, and brands."
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"Our mission is to reshape the global narrative of African hospitality — by designing dope hospitality concepts that blend strategy, storytelling, and creativity. From product launches to pop-ups, we work hands-on with foodpreneurs, brands, and communities to create inclusive, unforgettable experiences that shift the culture forward."
Oūr missiön
/ˈmɪʃ(ə)n/* [noun]
Oūr teåm
The creatives
behind the
concepts
Hardy McQueen is a cultural strategist, chef, and founder with over two decades of experience building communities around purposeful products and storytelling.
With deep expertise across the African continent, he has led projects spanning music, food & beverage, fashion, hospitality, and streetwear in cities such as Accra, Cape Town, Lagos, Nairobi, and Abidjan. As founder of Smörgåsbord, a food and beverage hospitality consultancy, Hardy focuses on developing culturally rooted concepts and DEI-driven programs within the wine, spirits, and tourism sectors. Smörgåsbord also operates an in-house incubator, which has birthed ventures like Nice Beverage Co., Good Juice Wine Fair, and Mpinji Expeditions. Hardy is also the founder of Jonith Ventures, a family office investing in African-founded businesses with a focus on cap table diversity and cultural capital.
Meêt Hårdy McQueën
/ˈhɑːdi məˈkwiːn/* [person]
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