At Kuchar, we take on a wide variety of projects. From showrooms in Chicago’s Merchandise Mart and bridal boutiques to sprawling residences and modern coworking spaces, our portfolio truly runs the gamut of interior design. In recent months and years, however, requests around (and investments in) hospitality design have become a larger part of our design work. While we consistently take on restaurant projects (and have a few exciting opportunities in the pipeline), we’re also incorporating elements of hospitality and wellness into all of our projects.
Let’s dive into the ways hospitality design is unique — as well as the ways the discipline is permeating all others.
What Defines Hospitality?
Historically, hospitality design has most typically referred to restaurant and hotel projects — and while that’s still true, it now incorporates a wider range of work. Showrooms and shops require a hospitality design lens, as do residences that feature guest spaces or that serve as rental properties. When approaching a project, we now qualify restaurants, hotels, showrooms, stores, facets of residences, and even offices as those that can and should incorporate hospitality influence.
One point of reference we often utilize is the “hotel lobby,” a frequently loved concept in design. The chic lobbies of boutique hotels and major hotel chains have long reigned as the gold standard of hospitality design, and there’s a reason why hotels and restaurants often sell the signature scents that permeate those spaces to visitors — customers want to recreate that hospitality experience at home. (I’m a forever fan of The Hoxton in Chicago, where you’ll find coffee-sipping coworkers sitting beside happy hour-goers — and both get the full experience of comfort, style, and taste.)
This concept of creating a luxurious, experiential feel in all public spaces, no matter their function, is more important than ever in today’s world. Given the ever-increasing desire to stay home (and a culture promoting it by offering the delivery of just about anything at the push of a button), creating community and connectivity through design is of the utmost importance.
With the goal of inspiring customers to leave their own cozy nooks, we prioritize creating a “hotel lobby experience” in designs ranging from showroom coffee stations to office conference rooms and stores. We did this in the Scandinavian Spaces showroom at The Mart, where we designed and added a coffee bar promoting “fika,” the Swedish idea that one should sit and stay while conversing over coffee and a pastry. Additionally, at the Honey Bridal boutique in Chicago, a hospitable environment was created by way of an in-boutique bar area for entertaining, as well as comfortable changing rooms and a killer restroom.
All that to say, we’re no longer designing corporate, commercial spaces solely for efficiency — but for feeling, belonging, and a sense of luxury.
From Concept to Completion: The Hospitality Design Process
No matter what type of project we’re designing (or what feelings we’re hoping to evoke with it), our initial process remains consistent. First, we narrow in on our focus and concept; then we meticulously space plan and create a color palette. Color informs every piece of the finished product, so it’s crucial that it’s given as much consideration as every other specification of the design plan. From there, we get to work on 3D renderings — an essential part of our technical work.
After this initial stage, our process becomes more customized. This is the fun part. We ideate and design high-impact spaces — spaces that tell a story — in each hospitality project. In a hotel, this could be the lobby or a rooftop. In an office, it might be a cafe or reception space. We first focus on the area that visitors should naturally gravitate to upon entering. Not everything can be the star of the show (especially when considering budget constrictions), so it’s important to hone in on what those special moments are going to be.
Once these special moments are confirmed, we hone in on what we want them to evoke — are they meant to be calming and relaxing, or inspiring and energetic? Elements of hospitality can be utilized anywhere, all with the goal of creating mood, atmosphere, and vibe. When you think of hotels, restaurants, and spas, you likely think of lighting, scent, and sound (all elements that can provide feelings of warmth, reception, and familiarity). As more and more commercial and residential spaces look to incorporate elements of hospitality, we make sure to bring in those same elements in a thoughtful and impactful way.
Hospitable Spaces for Every Discipline
Offices stereotypically feature harsh lighting, ergonomic but unsightly seating, and little space for relaxation, while showrooms have a reputation for feeling cold and unwelcoming. But when we integrate tenets of hospitality design, those generalizations fall to the wayside.
For example, one of our recent Chicago office projects featured something brand new for our team: an in-office spa. We reimagined the existing floor plan to construct a space that includes cold-plunge pools, showers, and even a dry sauna, all with the goal of allowing the office’s employees to destress and temporarily escape the workday (and thereby improve employee retention for the company). Similarly, the Nevins showroom in The Mart features a melange of live plants in addition to an in-showroom bar — all ensconced in soothing lighting and color palettes — effectively showcasing that every experience (even product sourcing) can feel hospitable.
There will always be a need for traditional hospitality spaces. As a travel lover, I’m constantly seeking out experiences in restaurants and hotels around the world. (My latest adventure to Sweden this summer provided a wealth of design inspiration). Being able to integrate these experiences into my work back home — bringing the comfort and style of hospitality into all of our clients’ physical spaces, from homes to offices — is no longer a luxury; it’s a necessity for modern living.
Editor’s Note: Sarah Kuchar is studio owner and creative director at Kuchar. One of Interior Design magazine’s “20 Inspiring Female Designers to Know,” Kuchar launched her namesake studio in 2016 after spending 11 years working on innovative office design at Perkins&Will. Now, nearly a decade later, Kuchar’s diverse portfolio of projects spans across the world, each a unique expression of the client’s desire to live, work, and thrive.