Hospitality by Design - how the world’s best bars and brands think about design

This seminar takes attendees on a journey through the design anatomy of a bar experience—step by step from the moment a guest discovers a venue to the moment they leave. Drawing on global examples from leading hospitality venues that our team have delivered, the talk explores how thoughtful, layered design decisions create memorable and successful bar experiences.

1. Naming and the Balance of Storytelling

A name is often the first impression a bar makes, and this session opens by unpacking the strategic importance of naming. It highlights how a compelling name, when paired with a balanced narrative, creates a story that enhances brand identity without overwhelming the guest. Craft storytelling that supports, rather than dominates, the experience.

2. What is Intellectual Property, and Should You Secure It?

Let's talk about intellectual property in the bar world—what you can protect, why it matters, and how to approach it practically. From logo design to signature concepts, guidance on when IP is worth securing and how doing so can safeguard your brand’s originality and value.

3. Branding Hierarchy Throughout a Customer Experience

Branding doesn’t stop at the logo. This part of the seminar explores how consistent visual branding should flow through every touchpoint—menus, signage, staff presentation, and even restrooms. It introduces the concept of branding hierarchy and how to use it to throughout a guests journey.

4. Adopting the Right Mindset for Interior Design

More than décor, interior design is about the balance of flow, comfort, and function—so let's think like designers—considering sight lines, acoustics, lighting, and mood. This section shows how intentional design choices can influence dwell time, mood, and even guest behavior.

5. Guiding Customer Choices Through Great Menu Design

Menus are more than lists—they’re strategic tools. This final segment explores how visual layout and creative approach can dramatically improve a guest experience and your profitability and service.