‘The Concept of a Brand Experience Extends Far Past Surface-Level Selection’

Experience-driven design transforms restaurants, offering up an immersive journey from the moment diners step through the door until their very last bite. David Shove-Brown, partner at Washington, D.C.-based architecture and design firm //3877, shares insights on translating a brand into physical space through meticulous attention to furniture, materials, color, and lighting to create authentic, cohesive, and immersive environments. He stresses how true brand immersion extends beyond aesthetics to evoke specific feelings, balancing design elements to achieve desired atmospheres.

How can design better engage with guests, keep the experience fresh and inspire loyalty?It’s about making people feel at ease within the restaurant. Guests want an easy check-in process, comfortable seating, and ease of navigation that makes the whole experience seamless. It’s also about knowing your audience and the experience they’re looking for.

Going to different locations, guests know they can…