Project Description

The SafeHouse – An Iconic Spy-Themed Restaurant

Marcus Hotels purchased Milwaukee’s iconic, spy-themed The SafeHouse restaurant in 2015. The one-of-a-kind SafeHouse experience is undeniable and is made ever more dynamic by the creativity infused into branded patron touchpoints. As such, it is only natural that visitors desire to take home their very own piece of The SafeHouse experience.

Early on, Marcus Hotels petitioned us to collaborate on the development of a curated collection of spy-themed wares and apparel for utilization during and after the on-property experience. And each solution needed to be replicable to accommodate future plans Marcus Hotels had for expanding The SafeHouse to other locations.

The mission had four critical assets that needed validation:
  1. Development of a series of branded touchpoints and retail merchandise which capture the essence and intrigue of The SafeHouse experience with niche lines to suit both adult and youth spies in training.
  2. Representing the iconic SafeHouse brand with an eye to the future.
  3. Centralizing procurement through a single source.
  4. Ensuring product is available and make ordering a snap


We have deployed an end-to-end solution encompassing all aspects of merchandising, stylized sourcing, warehousing + fulfillment, and online ordering. Marcus Hotels came to us with a budget and a timeframe, and we sourced fun, spy-themed options that align with The SafeHouse brand and target costs and quantities. We identified how these products may be displayed in-store or ways they would work to engage with guests. The SafeHouse was thrilled with the products sourced and has had great success with in-store sales.

Solutions Involved



Print Program

Product Design

Fulfillment & Distribution

Rear view sunglasses, temporary tatoos, and mini laser gun were three of the custom products Dexter was able to source for the Kid's Program.
A customized bullet pen

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