Magnetic Spaces – Hospitality Design That Draws People Back
As the nation embraces life after lockdown, the hospitality scene is flexing to address a collective appetite for connection, stimulation and memory-making. This shifting landscape presents challenges and opportunities for operators and designers, marking an evolution of the industry as it re-engages with new and returning guests.
For many, one of the numerous and challenging aspects of lockdowns and restrictions was the temporary and, in some cases, permanent closure of bars, pubs and restaurants. While it may seem trivial compared to the severity of the health crisis, the universal longing for authentic hospitality experiences was notably felt across the country. And while operators continue to grapple with staff shortages and financial loss, the patron experience is more critical than ever – but what exactly are people seeking?
During the height of lockdowns, many venues had to pivot their offerings to takeaway options, sustaining businesses and patrons through quality food, playful branding and home delivery. With everything from fine dining to comfort food partaken of at home, the experience of hospitality shifted dramatically. “The responsiveness of operators was admirable,” reflects architect and designer Travis Walton. “It’s been a test of resilience and innovation for business owners, and it’s encouraging to see the community re-engage with hospitality with a renewed appreciation.”
Indeed, the public’s gratitude for the revival of hospitality is twofold: symbolising a much-anticipated return to the joy of dining and a much-needed reinstatement of boundaries in our homes. And so, after prolonged periods of isolation, it seems diners are seeking experiences that foster connection with others, gravitating towards comfortable, welcoming spaces that bridge the gap between being at home and being out.
It is here that the design industry has a crucial role to play. While delighting in the charm of traditional hospitality, patrons are yearning for memorable and entertaining events – counter-experiences to the monotony of the nation’s lockdown and restriction lifestyles. Today, the look and feel of a space is as important as the menu and the wine list. With the fit-out elevated to the same level as the traditional trifecta of the food, drinks and service, there is an increasingly holistic and far bolder approach in the mix.
It is true that restaurants and bars inscrutably balancing food, drink, music, temperature, service, comfort, lighting and décor have long been appreciated (and perhaps expected) by patrons. Yet now, there is a distinct desire for playful, raucous or theatrical experiences when visiting much-loved and missed venues, particularly after a long period of stasis. As Director of Bergman & Co. Wendy Bergman reflects, “patrons are craving experiences that can’t be recreated at home, especially as venues continue to contend with the convenience and prevalence of home delivery.”
Whether fine dining or visiting a corner local, many venues are combining live music, movement and performance into the patron experience. “Designers and operators are planning venues that offer multiple experiences,” observes Wendy. “Atmospheres are shifting between entry, bar, dining, lounge, courtyard and bathroom spaces so returning guests can find a new experience upon every visit.” Changes in graphics, lighting and spatial configurations add further unexpected dimensions – liberating patrons to ‘choose their own adventure,’ while binding together people, place and memory.
Ana Calic, Associate Director of Ewert Leaf, agrees. “Physical spaces no longer function in isolation,” she says. “Instead, they form an integral part of a more holistic dining response.” This sentiment reflects an ongoing need for patrons to feel welcomed and moved by their dining experiences, which Ana suggests “encourages designers and operators to embrace a more experimental approach.”
Across Australia, it’s heartening to see the hospitality and design industries continuing to transport visitors in new and evolving ways. And though early visits may have been laden with expectation, the magic of hospitality holds solid ground in its new landscape – a prevailing entity that prospers and captivates, strengthened by battle scars.
