JFB Hospitality
A back bar lit warmly, with bottles on the shelves

About

About JFB Hospitality

A founder-led hospitality advisory and experience company, between Luxembourg and California.

What we believe

Luxury isn’t decoration. It holds together, or it doesn’t.

JFB Hospitality makes what a property promises and what its guests experience the same thing, through advisory that holds after we leave and experiences people haven’t had before.

On service

Service isn’t a performance of care. It’s knowing what the guest needs before they ask, saying less, and knowing when to step back.

On beverage

A drink is one of the most immediate ways a property speaks to its guests. Every ingredient earns its place. Every technique serves the feeling, not the show.

On structure

Luxury rarely fails for lack of ideas. It erodes when nothing holds it together. When the structure is right, you don’t see it. You feel the absence of friction.

The people

Who you’ll work with.

Portrait of Jorge David

Jorge David

Co-Founder · Hospitality & Event Operations

Jorge has spent nine years in hospitality, specialising in event operations, beverage strategy and high-performance service. Before hospitality he played professional football across Greece, Cyprus, Croatia, Romania, Japan, Italy, Spain and Morocco, which taught him discipline, adaptability and how to perform under pressure. He leads JFB’s operations and Experiences from Luxembourg, and created the method JFB works by, including Beverage Architecture.

Portrait of Bree Lorentzen

Bree Lorentzen

Co-Founder · Brand Strategy & Growth

Bree has more than 25 years in luxury hospitality brand strategy, positioning, creative direction and growth. She led brand strategy through a $146 million renovation programme across three European luxury properties, built growth strategies for independent boutique hotels, and has prepared investor materials for complex hospitality acquisitions. She leads JFB’s brand, positioning and growth from California.

Portrait of Fulvio Roberto

Fulvio Roberto

Co-Founder · Beverage Technical Director

Fulvio is a lifelong beverage professional whose knowledge spans spirits, wine and fermented beverages, earned through years of practice. He leads the research behind every new recipe: the ingredients, the methods and the testing that stand behind a drink before it reaches a guest. He holds JFB’s technical standards across Beverage Design & Operations and every JFB experience.

What we won’t do

Our reputation comes before any single project.

  • We won’t promise what we can’t deliver.
  • We won’t publish figures we can’t prove.
  • We won’t start work without a written scope.
  • We won’t take on a project that puts the standard at risk.
A table set by a window with candles

Where we are

Luxembourg · California

Jorge and Fulvio lead JFB in Luxembourg and Europe. Bree leads JFB in California and the United States. There is one company, one standard and one team behind every project, wherever it is.

Begin a conversation

Every engagement begins with a conversation.

We observe first. Then we recommend.

Begin a conversation