Every week, another visually stunning restaurant fails within its first six months simply because guests didn’t 'connect' with the offer. 

Aesthetics and great food are important, don’t get us wrong, and shareable moments that surround either of those will get people through the door these days.

But taking a senses-first approach to venue design significantly enhances the overall guest experience, leading to increased customer satisfaction, loyalty and, perhaps most importantly, profitability for operators.

One of the things we often consider in our projects is the elusive "sixth sense" too  - movement. 

This we use to refer to how guests navigate through the spaces we design. By focusing on this, we can design emotional reactions from guests at the desired moments in the experience, creating memorable, multi-sensory experiences that feel entirely organic.

All sounds great, right?

So, where do you start?

1. Sight

So, despite what we just said about beauty not being the be all and end all, aesthetics are important. Humans love looking at beautiful things: we always have, and we always will. Whether that’s a place, a menu, a plate of food or a drink, we love things that appeal to our eyes.

And in terms of your experience design, first impressions matter - both in-person and online. 

How a space looks can set the tone for the entire experience, from discovery to paying the bill. 

When taking a truly senses-first approach, strategic use of colour influences emotions: soft hues promote relaxation, bold tones energise a space.

Visual consistency across interior design, menus and branding contributes to a cohesive experience, reinforcing the brand’s identity in customers' minds.

Lighting is also an often-overlooked point, too: warm lighting can create a cozy, intimate ambiance, encouraging guests to relax and stay longer, while bright, natural lighting may suit casual, faster-paced environments.

You can also consider adjusting lighting for different times of the day to complement our circadian rhythms. This goes beyond enhancing the environmental experience, supporting guests' wellness too - a consideration conscious operators should embrace.

2. Sound

We’ve all stood in those bars or sat in those restaurants where, for one reason or another, you can’t hear the person standing opposite you, but you can hear the group on the other side of the bar.

Acoustics and soundscape design have a huge effect on how customers perceive their experience.

Whether it’s soft background music or the bustling sounds of an open kitchen, sound sets the mood.

A senses-first approach ensures that the music and acoustics are curated to match both the concept, target audience and desired emotional outcome.

We also create a tailored soundscape for each client. From live acoustic sets in luxury restaurants to locally influenced playlists in hotels, we always make sure the right balance is struck to improve guest experience.

We’ve even used birdsong in certain venues to help guests reconnect with nature.

3. Smell

Smell is a powerful sense in creating memorable experiences too, often invoking strong emotional responses and memories.

By designing how a space smells, venues can stimulate guests' appetites and enhance their overall experience.

The aroma of freshly baked bread or brewing coffee being pumped outside of a venue can entice passersby, while subtle scents can complement specific cuisines or themes.

A well-ventilated kitchen is essential to manage the sensory environment; aromas should permeate a space without overwhelming.

Congruent scents can increase appetite and improve brand recall too - a very powerful tool when used strategically.

It’s a slightly less cool conversation, but consideration has to also go into minimising bad odours, like cleaning products.

4. Taste

Now this one definitely goes without saying.

But while taste may be the most obvious sense in F&B experiences, it can be enhanced when combined with other senses, too.

When sight, sound, smell, and touch align with the culinary offering, they reinforce the flavours and textures on the plate. 

We often design “from the plate out,” ensuring the magic guests experience through their taste buds is reflected in their other sensory experiences.

This harmony not only supports the dining experience but elevates it into a symphony of the senses.

5. Touch: Comfort and Tactility

This is probably the most overlooked of the classic five senses when it comes to venue design, but physical comfort is vital to guest satisfaction.

The feel of a chair, the texture of table linens, even the thickness of the paper hand towels in the bathrooms and the weight of your cutlery can have a huge impact on how guests perceive the quality of their experience. 

Comfortable seating encourages longer stays, potentially leading to higher average spend, while tactile elements like textured walls or natural materials add depth to the overall sensory experience.

And natural elements such as plants can even trigger dopamine release, enhancing both the guest's well-being and brand impression.

6. Movement: Navigating the Experience

As mentioned earlier, movement is a critical ‘sense’ often overlooked in venue planning. 

A core part of our design philosophy is to map out the emotional journey of guests.

If we anticipate that entering a new environment might cause anxiety, we design a journey that alleviates that discomfort. If building anticipation is key, we craft a journey that gradually heightens in excitement.

This movement, combined with the other senses, creates a seamless and emotionally impactful experience.

The Operator Benefit

A senses-first design approach doesn’t just elevate the guest experience; it also boosts profitability for operators. By creating environments where guests feel comfortable, engaged, and connected through every emotion, venues can build customer loyalty and encourage repeat visits.

Positive word-of-mouth and social media posts from satisfied customers can further drive intrigue and attract new audiences. Ultimately, the more immersive and enjoyable the experience, the more likely guests are to spend, return, and share their experiences.

Key takeaways

We’ve applied a senses-first approach to a wide range of clients - from retail brands focused on product sales to luxury hotels and even funeral service providers helping clients navigate emotional challenges.

The results speak for themselves: designing with a senses-first approach goes beyond aesthetics to create fully immersive experiences.

By considering how sight, sound, smell, taste, touch and movement can work together, operators can enhance customer satisfaction and boost profitability.

Done right, your space should give customers a deep experience that’s so seamless, they don’t even realise it’s designed - it just feels right.