SideTrip is a New York-based creative studio. We work closely with clients to shape brands, spaces, and experiences.
From inception to production, we build stories through inventive content-driven design, creating powerful connections between our clients and their audiences.
Immersive Design
Graphic Design
Consulting
Art Direction
Branding
Identity Design
Naming
Copywriting
Amenity Design
Website Design
Print Publishing
Culinary
Concepts
Interior Design
Editorial Content
Photography
F&B Design
Advertising
Experience
Design
Location
Assessment
Social Content
Performance Design
Restaurant Programming
Menu Development
Founder Profile
Paul Millman brings rich experience in content development, branding, interior design, publishing, and hospitality. His concepts have paved the way for innovative amenities, compelling brand content, and immersive spaces to enable growth and delight customers.
With a rich portfolio of F&B ventures in New York City, Paul has developed unique in-store amenities for high-profile companies such as Virgin Group, Equinox Fitness, and Bed, Bath & Beyond. Millman's strategic approach also led to the development, marketing, and operation of a dozen successful fast-casual cafes nestled near iconic landmarks in Midtown Manhattan.
In collaboration with Bed, Bath & Beyond, Millman developed and operated cafes in their retail locations, including a trailblazing, award-winning food hall in Sunset Park, Brooklyn. The 13,000-square-foot space included a fast-casual restaurant with beer and wine, a creamery, a coffee bar, and a fully equipped demo kitchen. The food hall integrated retail products and food demos into the F&B experience, making a dynamic and memorable customer journey.
This fusion of elements from different sectors resulted in a shopping experience that was not only about the purchase but also about the enjoyment of using new products and discovering new foods from responsibly sourced Brooklyn vendors, including locally brewed beer, fair-trade locally roasted coffee, and organic local ice cream, to name a few. Customers were invited to witness and engage in creative ways, fostering hands-on and educational encounters that transform the typical retail customer experience.
Early in his career at The Onion, Millman honed his inspired flair for content, editorial leadership, and business operations, leading to the production of award-winning digital media, consumer publications, podcasts, and other creative content that enhances brand appeal, market reach, and consumer engagement. His 10-year+ tenure as creator and Editor-in-Chief of Array Magazine further cemented his reputation in the creative content development and publishing sector.
