Eliot Sandiford is the communications director of the potato family to head the group behind the famous potato head Beach club at potato head Bali and Jakarta and Brasserie Potato Head Garage. The British expat living in Hong Kong and on vacation in Bali in 2014 when he discovered Potato Head Beach Club. So impressed with the place, he immediately applied for the position of PR and Communications Director and moved to Indonesia a few months later.
Potato Head Garage
Tell us about your experience in the food and beverage industry.
I spent most of my career working in PR for luxury brands, especially the lifestyle and hospitality of the worlds. In London, I had the chance to work for these amazing companies like Langham Hotels, Nobu, Soho House Group and The Lanesborough. Working with leaders has always been a passion for me and I represented the likes of Giorgio Locatelli, Nobu-san and Thomas Keller, who was a great honor. In Hong Kong, I was working with Aqua Restaurant Group, which has 15 restaurants, including sites Aqua and Hutong huge success in Hong Kong and London.
Can you tell us why the name Potato Head?
The first restaurant Potato Head was the beloved site in Pacific Place, opened in 2009. Although the site was built, the project needed a code name and the time most restaurants being opened was very classic and minimalist interiors with match names. The aesthetics of Potato Head was going to be very bold and innovative interiors with industry that we now know all so well, as such, they have chosen a unique name, Potato Head. The reactions were so good they decided to keep the record.
Can you share with us the story of the birth of the PTT brand by the founders Ronald akili and Jason Gunawan?
Ronald and Jason were both trained abroad, but returned and founded the company in 2009. Not only business partners, but also friends, Ronald and Jason worked for create the first restaurant with the wife of Ronald Sandra as chef. In particular, Ronald and Jason share a passion for creating projects that are unique and never copy anything else - which is one of the founding principles or PTT family. Moreover, they are committed to develop Indonesian culture through their own contemporary context, in the worlds of food, mixology, trendy music and art.
The PTT family are known to launch excellent performances, especially at Potato Head Beach Club. What does it take to provide such memorable experiences?
The vision for the group, and, of course, the Beach Club has always been to create something that could hold its own on the international stage. As such, we have always sought to offer artists and performers who can create that memorable experience. To our greatest performance in large scale, we often partner with Ismaya live, which are fantastic to work with and we have a creative team and production dedicated to Bali and Jakarta who work incredibly hard to pull the shows.
Your group is venturing into the hotel industry. Tell us a bit about your upcoming projects in Bali.
The last company Potato head of the family in Bali Hotel Katamama
We are all very excited to open our first hotel, Katamama in Bali in January 2016. Ronald of family history is in the travel industry and has always wanted to be a hotel, and it is a very natural progression for the group to do this step.
The Katamama will really be quite different from what is already available for visitors to Bali. This charming hotel of 58 suites is located adjacent to the Beach Club on one of the last plots of land on the ocean in Seminyak, and was created using the "house" as a slogan. All aspects of the design and experience of the hotel are based on this philosophy, with all facets personally designed and created by the best craftsmen in Indonesia, using the dying arts and craft practices that are unique in the country. For more information, visit our website.
How was the response to Potato Head Folk China Singapore City?
We are very pleased with the Head of the potato so Folk was received since we opened last June The site in China Town is a heritage building built in 1939, so we were honored to have the opportunity to heal and bring new life to such an emblematic location in Singapore. It is a multi-faceted site with the restaurant, bar and rooftop bar, and so many things to explore. We have a great team in Singapore who are constantly keep things fresh - from a new hamburger at an amazing collaboration with cult Japanese brand Neighborhood -. So we certainly are not resting on our laurels
What do you think is the secret of success of the group?
just, and this is just my opinion, I would say that everything we do is done in accordance with the ethics of the group - our family values as we call them plays a big role. These values are to be passionate about creating original concepts and offering genuine hospitality, striving for excellence while having fun in what we do. In addition, as a family, we care about each other, our "houses" or places and treat our customers as if they were family friends.
Is it true that you plan to open another beach club in Bali
Yes, but it is still far - the next big project Bali is our second hotel, opened in 2018 and designed by Rem Koolhaas.
What is the most exciting aspect of working in the PTT family?
For me, being part of an organization that is growing so quickly is very exciting; I'm always learning new skills and acquire new knowledge on the trip. Furthermore, the fact that we collaborate with people as talented in all areas, whether our architects, designers, chefs and bartenders Indonesia or internationally, means everyday there is something new and exciting to work on.
In addition to the restaurants of your group, where is your favorite place to dine in Jakarta and Bali and why?
I am very happy to be able to say hand on heart that our restaurants are really my favorites. However, variety is the spice of life, so I have other places I like to visit, too. I really enjoy the atmosphere and the buzz in the Union and Loewy is good for one night. Turquaz has an excellent kitchen and social room is a good place for brunch. In Bali, it is hard to drag myself away from the Beach Club, but I think Bambu has excellent service and a lovely atmosphere, and Locavore Ubud is exciting. I do love a bit Martabak (salty) as well!
Thanks, Eliot! To contact, please email: eliot@pttfamily.com