Designing the Guest Journey
This session brought together leading voices in hospitality design to explore what truly makes a dining experience memorable. Representing three Chicago-based firms – Jen Ambrose of Aria Group, Jaclyn Moser of Harken Interiors, and Ryan Schommer of The Gettys Group – the discussion moved beyond aesthetics to focus on the drivers of impactful design: storytelling, emotional connection, and evolving guest expectations. At the heart of the conversation was a shared belief that the most successful spaces today are experiential, intentional, and human-centered.
The panelists emphasized that standout restaurants are defined by the full guest journey. From arrival to departure, guests absorb countless micro moments that collectively shape their perception of a space. A warm welcome, intuitive circulation, thoughtful service rituals, and an authentic sense of care all contribute to environments and experiences that feel personal rather than transactional. Memorable environments can range from refined fine dining to relaxed destination settings, but what unites them is clarity of intent. Every design decision supports a larger emotional purpose.
“Great hospitality design is not just about how a space looks, but how it makes people feel… The story often guides the design team more than the guest, but the guest feels the result,”
– Jen Ambrose, Aria Group.
Storytelling as the Foundation
Storytelling emerged as a defining theme throughout the discussion. Rather than being layered onto a finished design, narrative was described as a foundational framework established early in the process. Stories may originate from a chef’s vision, a brand’s heritage, or the cultural context of a place. Importantly, storytelling does not need to be literal. Guests may never consciously identify the narrative, but they feel the cohesion it creates. When branding, interiors, architecture, and service align, spaces feel authentic rather than staged.
As design trends continue to evolve at a rapid pace, the panel emphasized the importance of authenticity and longevity. While subtlety is often associated with boutique hospitality, panelists challenged the notion that bold or themed environments lack credibility. When immersive concepts are rooted in intention and a clear understanding of their audience, they can be both impactful and enduring.
Details that Shape Lasting Impressions
While big ideas shape the overall vision, it is often the smallest details that leave the most lasting impression. Tableware, lighting, sound, scent, and even restroom design all contribute to a layered, multi-sensory experience. These elements may not always drive immediate revenue, but they foster emotional connection and brand loyalty. Great hospitality is not defined by spectacle alone. When story, experience, and execution are thoughtfully aligned, restaurants move beyond being destinations—they become experiences guests remember and talk about long after they leave the table.
“Guests may forget individual details, but they never forget how an experience made them feel…If the experience could happen anywhere, then the design has missed an opportunity,”
– Ryan Schommer, Gettys Group.
