Designing omnichannel hospitality spaces – in conversation with interior designer Inge Watrobski
While there are many factors at play in the success or failure of a hospitality venue, the visual appeal and atmosphere of a space are arguably the most important.
With social media now the cultural barometer of what’s in and what’s out, hospitality brands can no longer afford to make their Instagram presence an afterthought. They must consider both the online and offline experience in every decision made – from the way food is plated for demand right through to the role lighting design plays in ambience of the space.
We recently collaborated with interior designer Inge Watrobski for the lighting design across several new hospitality sites for Heartwood Collection – an award-winning group of pubs, brasseries and inns. Off the back of the collaboration, Inge and founder of Industville Mara Miller and share their insight into the trends shaping hospitality design and lighting.
What are the biggest factors at play in the design of hospitality spaces?
Inge: Social media has become the modern-day billboard for hospitality venues and we’re finding that customers will choose where to go almost exclusively based on what they see online. This means we have one shot to form an emotional connection with customers and then ensure the in-person experience matches up so they will want to return time and time again.
Mara: Consumers today are more discerning and expect their dining experience to offer not just sustenance but also a slice of escapism. Getting the lighting right is really critical as if done wrong it can negatively impact the ambience which can be an expensive mistake. The feedback we get from hospitality brands is that most other elements like upholstery and paint are relatively easy to change as needed to account for wear and to help keep things fresh, but the lighting is one thing they want to get 100% right first time as anything electrical can be costly to update.
How do you balance atmosphere and functionality?
Inge: From a design perspective it’s also essential to be clear on the brand story you’re trying to tell. A lot of the Heartwood Collection pubs are based in the community so need to have a homely feel which we create through soft layered lighting. If the light in a venue is too bright customers won’t feel relaxed and if it’s too dark people will feel uncomfortable so it’s important to find the balance.
Mara: It’s important to get the bones right with classic pieces that provide sense of warmth and comfort and then add pops of the brand’s style. We’re seeing a trend towards more handcrafted lighting that feel curated and instantly add personality rather than a cookie-cutter approach.
What role does sustainability play in these design choices?
Inge: I’m a big advocate for getting the best quality you can possibly afford because it saves you money in the long run and means that product doesn’t end up in landfill unnecessarily. Customers also want to know that brands are doing their bit so wherever possible we look to source products that use recycled materials or can be recycled at the end of their life.
To discuss how Industville lighting could play a part in your next project, contact our team on .
