Sherep Restaurant Grand Opening in Yerevan
DATE
November, 2017
Client
“Yeremyan Projects” Group
Service
Strategic Communications, Event Management
Category
Culinary and Hospitality
Overview
SPRING PR was entrusted with the full-scale event management and communications of the grand opening of Sherep Restaurant, a new culinary destination launched by Yeremyan Projects in the heart of Yerevan in 2017. Located at 1 Amiryan Street—where the legendary “Armenia” café once stood—Sherep quickly became a landmark on the city’s gastronomic map, not only for its cuisine but also for its innovative concept.
The restaurant introduced a new format in Armenia: an open kitchen designed to place chefs at the center of the dining experience. The name “Sherep” (meaning “ladle”) symbolizes the chef’s key instrument and represents the celebration of culinary craftsmanship. At Sherep, the process of cooking is not hidden behind walls—it is elevated into a culinary performance, where guests witness the preparation of their meals in real time.
Breaking away from national or ethnic labels, Sherep’s menu emphasizes deliciousness over definition, featuring carefully selected and locally adapted dishes from various world cuisines. The restaurant’s philosophy extends to dynamic collaboration with internationally renowned chefs, incorporating their signature dishes into the evolving menu and enriching the local culinary scene.
The restaurant’s opening event introduced this new dining philosophy to the public in an engaging and unforgettable way, laying the foundation for what would become one of Yeremyan Projects’ most iconic venues. It introduced this pioneering concept to the public through a vibrant and interactive format. A highlight of the evening was “Sherepamart”—a friendly chef battle between Antonio Fresa, head chef of “Jerome” restaurant, and Andranik Manukyan, head chef of “Lavash.” The jury included Aram Mnatsakanov, a celebrated Russian-Armenian restaurateur and TV host. His participation brought additional prestige and helped anchor the event within broader conversations about the future of Armenia’s culinary identity and gastronomic tourism potential.
Strategy
SPRING PR led the end-to-end conceptualization, production, and promotion of the grand opening of Sherep Restaurant, ensuring the event not only celebrated a new location but also effectively communicated a new culinary philosophy.
The agency developed and implemented the entire event concept, crafting an opening that reflected the restaurant’s core idea—chefs as artists and cooking as live performance. From visual identity and spatial branding to program design and experience flow, SPRING PR ensured that the event’s creative direction aligned with the restaurant’s core values—culinary transparency, artistic performance, and elevated hospitality.
A custom program was created for the evening, designed as a culinary show that introduced Sherep’s open kitchen philosophy to guests in an interactive, high-energy format. SPRING PR handled full event logistics, host management, and experience design, delivering a seamless and impactful launch event.
To amplify anticipation in the lead-up to the opening, SPRING PR devised and executed a creative campaign, including an outdoor and digital photo shoot with the chefs. This initiative served as a teaser for the concept of “culinary duels,” spotlighting both technique and personality. The campaign culminated in the “Sherepamart” (Ladle Battle)—a chef showdown that became the event’s central act. In this friendly but high-stakes culinary face-off, Antonio Fresa, head chef of “Jerome” restaurant, competed with Andranik Manukyan, the head chef of “Lavash” restaurant. Their on-stage cooking was a direct embodiment of the open-kitchen model.
Through an integrated approach that blended concept development, storytelling, production, and experience design, SPRING PR ensured that the opening of Sherep was not just a restaurant launch, but the unveiling of a culinary philosophy, setting a new benchmark for restaurant openings in Armenia.
