Hummus Bar

Hummus Bar sits at Bangatan 8, directly opposite Lund Central Station. Opened in 2014 by Ilan Shofer — the same Ilan who introduced pitabread to Sweden in 1984 and falafel in 1985 — as Sveriges första hummus bar. Family-owned from day one. Today it's run day-to-day by Jonatan, Ilan's son, who took over the floor and the kitchen rhythm. My role is marketing lead. Photos, video, and the content that goes around a launch, a new dish, or an event — planned, shot, edited, and handed over so Jonatan can drop it straight into social, menus, or the next press push. Light PR on top: introductions into the Lund hospitality network and follow-on coverage as the kitchen opens further to the public. First deliverable: a private lunch for twelve invited guests. Food stills of every dish plated before the doors opened, then the room documented from the first arrivals through the last glass on the table. Brief was "a memory, not a commercial" — candid over posed, eye contact and gestures over hero shots. Everything fell back on me at the end of the day except post production on the short film. Jonatan got a turnkey set of assets out the door.