Luis Barragan once said that “Architecture is an art when one consciously or unconsciously creates an aesthetic emotion in the atmosphere and when this environment produces well being.”

The importance of aesthetics is perhaps no-where as evident as in the restaurant industry where design has the potential to be a powerful driver of sales, brand recognition and business growth.

The validity of this premise was explored in last week’s Design Bites event which was hosted by the RIBA and involved thought-provoking speeches from Fergus Henderson, Ab Rogers, Noel Hunwick and Andrew Waugh.

This was the first in a series of talks that will explore the links between eating, drinking and cutting edge design in the lead up to the 2011 Restaurant & Bar Design Awards. Our fingers are crossed for our client Chilango – one of the amazing restaurant brands that has been short-listed for one of these awards[1].

In his speech last week, Ab Rogers argued that the design of a restaurant is far more than a superficial consideration. Indeed, how well a restaurant is designed in terms of both function and form will significantly affect the business’ bottom line.

The re-design of Little Chef at Popham, for instance, has significantly re-energised the brand and has allegedly resulted in a 500% increase in sales. While Heston Blumenthal’s contributions to the menu and the ensuing publicity were undoubtedly key drivers of this increase, one cannot negate the importance of the design overhaul led by Rogers’ team.

Dining out is about more than just the food – it’s about the experience, the ritual, the service and the ambience. As Henderson pointed out, a restaurant is a living, breathing space. It has to have personality, energy and appeal. The design of a restaurant is so important because it’s the means by which the ephemeral notion of ‘brand’ can be transformed into a tangible experience.

The fiercely competitive nature of the food industry also means that the design of a restaurant can be a significant differentiating factor. This is perhaps encapsulated in the Inamo dining concept where customers can order, interact and play games on virtual table-top projections. According to Inamo’s founder Noel Hunwick, the appeal of these interactive panels is that they allow the customer to design their own experience – they can customise their table cloth, check out what’s going on in the kitchen or scroll through images of the food. While replacing waiters with virtual technology may be a rather contentious move in a service industry, it’s certainly noteworthy and different.

The strategic importance of design was also underscored by Andrew Waugh whose firm (Waugh Thistleton) endeavours to produce environmentally sustainable buildings. You can utilise design, according to Waugh, to minimize your carbon footprint by exploiting natural light and ventilation, by installing faucets that reduce water waste and by incorporating sustainable building materials. This approach not encourages the patronage of environmentally-conscious customers, but it can also reduce a restaurant’s bills by decreasing the overall level of energy consumption – yet another example of how great design can drive profits.

 

[1] Chilango’s Kent restaurant is nominated for the award in the café or fast food category. Fusion Design and Architecture were the lead designers on this project.