4 Ways to Incorporate Branding and Storytelling into Hospitality Design
Ever wondered how top industry professionals transform a hospitality space through branding and storytelling? Insights from a Founder of a Public Relations & Brand Agency and a CEO reveal the secrets behind their successful designs. The first expert emphasizes the importance of connecting the brand to the design storytelling, while the final insight highlights the creation of a cohesive story through design. Discover a total of four expert tips that can elevate any hospitality space.
- Connect Brand to Design Storytelling
- Understand Core Identity and Values
- Echo Brand Essence with Design
- Create Cohesive Story Through Design
Connect Brand to Design Storytelling
Brand should be clearly connected to the design of a hospitality space, which naturally lends itself to storytelling and authentic placemaking for a specific venue.
I believe there is a severe lack of attention to design-focused storytelling. It's a shame, really, because each hotel, bar, and restaurant has a unique story of how it came to be, and a lot of talented minds collaborated for a long time before the space opens. Decisions were made along the way on materials, artwork, color palettes. Sadly, they are often glazed over as a sentence or two in an opening release and shelved in favor of stories that are perceived as directly tied to revenue.
However, one example of when it was done right is with Sugar, the rooftop bar at EAST, Miami. I was on the PR team there shortly after opening, and there was such a concerted effort to have a design concept that was unique to Miami but was clearly influenced by the parent brand in Hong Kong. Sugar was known as "The Asian rooftop garden in the center of the Brickell bustle," and we worked hard to remind everyone of the storytelling and brand identity behind the venue. You have to keep telling the design story. There is an audience for it, and design alone can bring an entire niche audience to your venue.
For Sugar, we always found ways to tie in the story and the heritage, such as key celebrations (Chinese New Year), pop-up partnerships (Fortune Cookie donuts with a local purveyor), and seasonal accents (Cherry Blossoms). The storytelling came naturally, and the bar remains a 'must visit' spot in Miami several years later.
Understand Core Identity and Values
To incorporate branding and storytelling into a hospitality space, I first focus on understanding the core identity of the brand—what it stands for, its history, its values, and the emotional experience it wants to offer. This foundation helps inform the design decisions, ensuring that every element from the layout to materials and decor consistently reflects the brand's story. The goal is to create an immersive experience where guests can feel the brand's essence through the environment.
For the design of a Swedish restaurant, the approach centered around blending traditional Swedish design principles with the restaurant's brand identity, creating a space that felt both modern and rooted in Scandinavian heritage. The core of the design was focused on minimalism, functionality, and the use of natural materials, key elements of Swedish design.
To evoke a sense of warmth and authenticity, we incorporated light woods like birch and pine, which are commonly used in Scandinavian interiors. The color palette was kept neutral, with soft whites and light grays, allowing natural light to be a central feature of the space. To connect with Swedish culture, we added details like handwoven textiles, minimalist furniture with clean lines, and decorative elements inspired by traditional Swedish folklore.
Echo Brand Essence with Design
I approach incorporating branding and storytelling by selecting materials, colors, and features that echo the brand’s essence without making the space feel overly corporate. For example, in the Ornua project in Fermoy, Co. Cork, we blended their international corporate identity with local artistry and natural elements. By working with Cork-based talent, we introduced vibrant living walls, art murals, and a color palette inspired by the local countryside. This approach allowed the space to reflect Ornua’s brand while remaining relatable and authentic, connecting visitors with both the global and local aspects of the brand.
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Create Cohesive Story Through Design
Incorporating branding and storytelling into a hospitality space begins with a clear understanding of the brand's unique identity and the emotional experience we want to evoke for guests. The design should tell a cohesive story that resonates with the brand's values, target audience, and location.
For example, in a recent project with a boutique hotel brand rooted in local culture and artisan craftsmanship, we wove the story of the region into every design element. We collaborated with local artists to create bespoke artworks and furniture that celebrated local heritage, while earthy color schemes and textures mirrored the natural surroundings. From custom lighting that mimicked the area's iconic sunsets to a curated scent in the lobby that hinted at local flora, each detail helped create an immersive, authentic experience for guests.
The result was a space that not only looked unique but also told the story of the region and the brand's dedication to quality and sustainability. This holistic approach elevated the guest experience, making it memorable and meaningful, while reinforcing brand identity at every touchpoint.
