16 / BUILDING DIALOGUE / JUNE 2023 W hat comes to mind when you think of hospitality? A friendly encounter at your local coffee shop? Welcoming people into your home? En- tertaining guests at events? Or does your mind drift to the types of businesses within the growing hospitality market? Regardless of your answer, you most likely imagined a feeling before you imagined a place. That feeling of joy, happiness or “wow” that is intentionally captured and created within hospi- tality design. It is no secret that in today’s experience economy, businesses that wish to better connect with their consumers need to provide a memorable experi- ence. Pair that with the eagerness of people to re- sume their pre-pandemic social lives and we’re seeing an in- crease in these memorable moments playing out. The latest and greatest restaurants, food halls, and breweries are once again filling the grids and feeds of friends, family and social media influencers alike. Activities that are also supported in the United States economic data within the hospitality market. Economists at Ernst & Young continue to forecast growth over the next five years within the hospitality in- dustry with the recommendation to prioritize the customer experience. So, how can businesses in and outside of the hospitality industry capitalize on the desires of people wanting to re- connect? By embracing hospitality-driven design and creat- ing memorable experiences that draw the attention of their prospective clients, employees or key audiences. n Hospitality & hospitality design. Hospitality is defined as the friendly and generous reception and entertainment of guests, visitors or strangers. It can also be defined as how things make us feel. The practice of hospitality design is meant to draw the at- tention of guests and immerse them into another realm. It creates the framework and environment that supports acts of hospitality. When combined, the two work together in a well-choreo- graphed dance that creates lasting impressions. Think of your favorite coffee shop, hotel bar, restaurant or spa. What are the elements in that space that give you a memorable ex- perience or a sense of belonging? Is it the mood, the service, amenities or a combination of all? Inspiration can be taken from Will Guidara, an American restaurateur based in New York, who shared his winning business strategy in a TED Talk: Unreasonable Hospitality. He’s written a book and started a consultancy firm since, but at its core, Unreasonable Hospitality is a guiding principle used to transform ordinary transactions into extraordinary experiences. It is the pursuit of creating joy, and loyal cus- tomers, through hospitality and acts of service. This concept perfectly describes the potential power that lies at the in- tersection of hospitality-driven design and customer experi- ence for all businesses. Apply unreasonable hospitality to retail, food and bev- erage, multifamily and hotels, and you will see repeat cus- tomers who are engaged and happy, resulting in higher profits. Apply the principle to corporate workplaces and see remote workers reengage while assisting in attraction and retention because effort, care and belonging are intention- ally communicated through service and the organization’s workplace design. n Hospitality, placemaking and immersive design. We can take the concept of unreasonable hospitality and bring it to Making Place Be Our Guest: A Call for Hospitality-driven Design Julia Johnston Business Development Director, Hospitality, elements Tarra, a new co-working space at 9+Co in Denver took the shared workspace to another level by focusing on immersive hospitality design. Tara used rich colors, and selected comfortable and functional furniture.