luego-luego, is a multidisciplinary practice shaping hospitality and cultural projects through concept, space and experience. Working across restaurants, interiors, kitchens, bars and menus, the practice integrates design and culinary thinking as part of a single process.

Founded by a designer and a chef, our work is rooted in both conceptual development and real-world operation. In addition to developing projects for collaborators, the practice also conceives, builds and operates its own hospitality and cultural projects, including Humo&Sal, Salón Apache, and Planta Sabia.

Humo&Sal, based in Ensenada, Baja California, has been recognized with a Michelin Bib Gourmand since 2024, while Salón Apache is a recently opened cantina in Hermosillo, Sonora. Planta Sabia operates as an ongoing curation project dedicated to Mexican spirits of the highest quality.

Alongside hospitality projects, the practice also develops branding and graphic design work as part of an ongoing independent design practice, together with art curation and interior design.