Great design goes way deeper than aesthetics. Every week a visually stunning restaurant fails within its first six months of trading simply because guests didn’t "connect" with the offer.
Competition in the industry is fiercer than ever, so designing spaces that not only look great but also feel great is vital in attracting customers and getting them back through the doors, time and time again.
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.