Page 40 - March #170

RLI LEISURE INSIGHT
The Art of

Creating an

Experience

In this month’s Leisure Insight, Ed Plumb, Founder of Studio Found takes some time out to
discuss with RLI how design collaboration helps to deliver an exceptional customer experience.

ver the last few months, people have been flocking back to bars example, is it going to be food-lead, a day-time or night-time venue or
Oand restaurants to experience the joy of reconnecting with friends both, have a distinct theme, or provide a backdrop for customers to
and family and catching up on missed celebrations. create their own experiences? All need to be answered before this vision
For hospitality owners, this has presented a much-needed opportunity can be translated into something tangible and practical.
to rebuild business after all the pandemic restrictions over the last two It’s also important to think about how the venue will operate optimally
years. It also creates a challenge, as a very competitive market means that throughout the day (and night) and how to create a good flow, as well as
the stakes are even higher to attract and retain customers. moments of theatre or thrill.
It is more important than ever that venues delivers exceptional customer An excellent example of this is from our collaboration with innovative
experiences, not only to make the most of the surge in demand, but also hospitality group Incipio Group, which includes the recently opened
to encourage repeat and new customers. It’s all about creating exciting Percy’s in Kensington where design considerations had to be made for
and desirable customer experiences. Here we share our collective multiple stakeholders. With its location on Kensington High Street,
thoughts on how design is one of the foundation blocks on which a great Percy’s caters to a premium audience, and so it had to look and feel
customer experience can be built and grown. appropriate for them. At the same time, the atmosphere that Incipio
wanted to create was welcoming and unpretentious, so comfort was
How design can shape experience given a higher design priority than ‘opulence’ or ‘luxury’.
Creating a sought-after experience is about delivering moments of surprise There were also considerations around the transition of the venue’s
and the unexpected; the small details you discover, surprising colours, function throughout the day and into the night.
materials and patterns that heighten the senses and create a certain feeling The venue has two distinct trading day parts; early evening drinks and
or ambiance within the space. The art of the reveal and instilling memories dinner and late-night revelry. As such, the venue had to feel bright and
are also key to this. open enough to be appealing at 4pm but equally capable of becoming
Today, people are more design conscious than ever, so bringing intrigue and dim and moody for parties that go through midnight and beyond.
delight is ever more challenging for both designers and hospitality owners. This was solved by keeping a divider in the venue at the point where the
However, designing a venue is not just about generating an initial ‘wow’ lounge area turns into a club. This way, the divider acted as a simple visual
factor, which on its own can be superficial and quickly tires. cue for guests and team alike as to what is happening there; if you can
see the dancefloor, it may well be time for a dance!
What is a complete experience?
A positive customer experience is about the complete customer journey Choosing moments and materials
and all the elements within that. From checking out the venue online, Design can also look at di erent moments of the experience - from the
the booking experience, the meet and greet on arrival, the friendliness initial wow of the entrance to the ‘view’ from di erent parts of the venue
of the sta , the ambiance, music, food, and drink as well as the special - be it a dining table, a drinking booth or a bar stool. Some concepts
touches that give the place its own personality. require quiet calm spaces for contemplation and focus, while in others
Considered design can be the glue that brings all these ingredients the theatre of the cooking, cocktail making, or live entertainment gives
together. While having a concept is crucial for giving the venue its unique the venue its heart and soul. Surprises can come in all shapes and sizes;
identity, the design must serve a bigger purpose and have a reason to a carefully chosen plate for serving dessert, a particular scent evoking a
be there. memory or an unexpectedly lavish bathroom design.
That’s why we believe that to deliver exceptional experience, the design Once we understand how the venue will best look and function, the
process between the designer and the client must be truly collaborative choice of materials are also key to delivering an exceptional experience
and holistic from the outset. not just for the first people to visit but also for the thousandth. Without
due consideration to material quality, a venue built purely on flimsy design
Working holistically and collaboratively details, will soon date and tire - resulting in a disappointing experience
Being able to match and exceed expectations stems from having a clear for customers and sta .
vision about the type of venue and experience you want to create, for Designing an experience is nothing without considering its practicality
either - together with the Incipio team, we often think about the worst-
case scenarios within a venue and work from there, embracing everything
from material durability, high tra c areas to ongoing maintenance.

Concluding thoughts
The art of designing a hospitality venue that delivers a memorable
experience can be a complex and daunting process. That’s why we
believe the designer and client must work collaboratively and holistically
from the outset, as our work with Incipio proves. Head of Creative
Development at Incipio Group, Rory Graham attributes the success of
its venues to the harmony between aesthetic design, functionality and
the expectations of its guests. With these in balance, great experiences
are born, and memories made.

38 RETAIL & LEISURE INTERNATIONAL MARCH 2022