STORYTELLING - the connection between people, the brand, and the place.

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INTRODUCTION

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^{The hospitality industry is in a state of evolution, redefining what it means to create immersive and engaging spaces. As travellers and guests seek deeper connections with their surroundings, hospitality design has become more than just aesthetics—it is a tool for storytelling and we are able to design the connection between people, the brand, and the place. Evolving lifestyles has reshaped how we experience hospitality, placing greater emphasis on well-being, personalisation, and sustainability. In this review, we explore our approach to the latest trends influencing hospitality design and examine how spaces are adapting to meet the needs of today’s guests. From the rise of experience-driven dining to the growing demand for locally rooted design narratives, we look at how hospitality spaces are being redefined to offer unique, meaningful, and lasting impressions}

THE FLAGSHIP HOSPITALITY EXPERIENCE

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^{In the retail world, the flagship store is the ultimate brand expression, embodying its values and providing a highly curated, immersive experience. The same principle is being applied to hospitality, where hotels and restaurants are moving beyond functionality to become experiential destinations. A flagship hospitality space today is not just about luxury; it is about meaning, engagement, and storytelling. Guests are looking for places that feel deeply connected to their location, where every detail—from architecture to materials, lighting, and service— contributes to an immersive experience and a deeper connection to place}

^{By embedding meaning into every touchpoint, hospitality spaces foster deeper ties with local communities, creating shared pride and purpose. This approach enriches traveller's’ journeys while setting a new benchmark for sustainable, culturally resonant design. In turn, these spaces become catalysts for connection and transformation, leaving a lasting impact on both guests and destinations.}

APPROACH TO NARRATIVE

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CREATING MEANINGFUL CONNECTIONS THROUGH PLACE

^{People are increasingly drawn to spaces that tell a story. Authenticity is no longer optional—it is an expectation. Whether through art, materials, or spatial design, hospitality spaces must create emotional connections with their guests. At Design Partnership, we shape stories through two avenues: Brand-Driven Experiences or Place-Driven Experiences.}

BRAND-DRIVEN EXPERIENCES

^{When involving brand, our storytelling aims to immerse guests in the brand's world. We create an atmosphere where guests feel the brand’s presence in a way that’s tactile and memorable. The experience needs to be immersive, splashing brand colours on the wall will no longer suffice. There is a difference between building your brand and building your building. The aim here is to find a way to communicate the brands values and mission through elements of design and story telling.}

PLACE-DRIVEN EXPERIENCES

^{Placemaking is central to Design Partnership’s approach, serving as a method to strengthen the bond between people and shared spaces by shaping cultural and social identity. Our storytelling uses human-centred elements to connect deeply with a location’s heritage, ensuring each design feels like a natural extension of its setting. Whether a restaurant, home, or hotel, the goal is to celebrate what makes each place unique and foster a sense of familiarity for both guests and the local community.}

PROJECT CASE STUDY: SPUR

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^{You always feel welcome, even from afar. You enter through our Stoep, not a shopfront. We make space for Date Night. You can lounge in the dining room, every Spur is full of delightful surprises for The Secret Tribe. The brief was to define the next generation Spur, creating a distinctive store experience aligned with the refreshed brand identity. With over 50 years of heritage, the design needed to honour Spur’s legacy while integrating new and existing brand assets. The next-generation Spur concept blends nostalgia with modernity, creating a space that honours its South African roots while embracing a playful, dynamic updated brand identity. Interactive design elements encourage engagement, reinforcing the brand’s purpose: Igniting Joy. The playful, interactive elements on the façade, the modernised stained-glass pendants, the refreshed Appaloosa print on large encapsulating booths, the totem pole faces, the portal into the kid's area, all these elements evoke delight and joy within the customer and illustrate an understanding of the social relevance of the brand.}

PROJECT CASE STUDY: BLUE MARLIN

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^{The Blue Marlin restaurant at Beachcomber Paradis in Le Morne, Mauritius, weaves the heritage of the place into every detail.}

Be it a restaurant, home or hotel, it is imperative that the design celebrates the characteristics that make that place or location so unique. It's a about creating a sense of familiarity for both the community and the guest.

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^{The reef off Le Morne Peninsula has historically been a home for large game fish and most notably the Blue Marlin. The resort is over 70 years old and the main jetty was historically used by fishermen to weigh their catch. A place filled with memories of a crowd running on the jetty, welcoming the anglers while impatiently waiting for the exciting stories of the days catch. The restaurant's connection to this vibrant history waned over time, turning the space into a generic à la carte dining area similar to those found at any other resort. Recognising this disconnect, Design Partnership began to weave the area's heritage back into the restaurant's fabric, an opportunity to not only revive its relevance, but to use it as a story-telling device to create a unique brand narrative for the restaurant.}

^{The iconic Blue Marlin, often known as an aggressive hunter that lives in solitude, served as both a physical and metaphorical inspiration for our design. The carpentry and timber furniture feature bent and smoothed edges, evoking the sensation of water gliding over the fish’s back. The concept of scales is reflected in various design elements, such as the curved arches at the main entrance, the wine display cabinets, and the carved-out nooks. The Blue Marlin Restaurant was honoured with the Best Hotel Restaurant award at the International Property Awards 2024, solidifying its status as a premier dining destination}

^{The suspended art installations resemble the Blue Marlin rippling through water, with pools of silver, white, and blue floating overhead. The fierce thrashing of predator and prey is captured in a layered installation of colliding forms and fabrics in the foyer. Every detail at the Blue Marlin, from the selection of colours and materials to the architectural forms, furniture, and local art, was meticulously chosen to weave a cohesive and compelling narrative. The restaurant re-establishes its identity as a unique, culturally significant dining destination.}

Every detail at the Blue Marlin, from the selection of colours and materials to the architectural forms, furniture, and local art, was meticulously chosen to weave a cohesive and compelling narrative.

THE FALL OF THE BUFFET

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^{Recollections of hotel or resort buffets evoke imagery of large canteen spaces, communal round tables too big to engage in conversation or of sand covered, flip flop clad tourists in long queues. Apart from heightened concerns about food safety and hygiene, buffets, often associated with over-indulgent behaviours and wasteful dining, are at odds with changing consumer preferences and expectations. The traditional buffet model is being replaced by cruated, high-quality dinining experiences that priorities personalisation over quantity.}

There needs to be a sensitivity to placemaking and the guest experience. We’re not looking to feed the masses, we’re looking to feed the individual.

PROJECT CASE STUDY: ZEST

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^{Our approach to the Zest Restaurant, at Beachcomber Paradis in Mauritius, was to create a clear link to the place you had travelled to – We wanted to create the experience of a Mauritian Market. A market is vibrant, layered, engaging and nuanced, while a buffet space is commercial and pragmatic. We applied the concept and narrative of a market setting into the layout and the choice of materials and furniture. The counters are designed as distinct experiences – what were previously operational functions are now on display and are designed around their experiences. Each of these spaces have something unique; be it their colour palette, form or materiality that although differentiates them, are part of a cohesive design palette.}

^{We created a separated wine room with a tasting table in the centre, floor to ceiling wine displays and temperature controlled. The Open Kitchen was introduced and changed the operations of the BOH kitchen. The activity of the Pizza Counter and Open Kitchen are the centre of the space and sights, sounds and smells spill into the restaurant. A cold food counter with counter displays and a walk-in buffet room that changes its food offering daily; from a dedicated breakfast offering to themed cuisine on special nights. There is also a beautiful pop-up table display with condiments and sides that complement the other food offerings. The rise of prominent chefs in menu creation, such as Chef Yoni Saada’s modern Mediterranean menu at Paradis, highlights the increasing demand for culinary expertise and innovation. Guests today seek remarkable culinary options paired with exceptional environments, making restaurants a highly sought-after amenity. Food remains one of the most compelling reasons for travel, with the dining experience at the heart of memorable journeys.}

CONCLUSION 

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^{As hospitality continues to evolve, it becomes clear that the future of the industry is rooted in meaningful design. Guests no longer seek only comfort or beauty—they crave places with meaning, spaces that reflect their values, surprise and delight, and foster emotional connection. From flagship environments that offer immersive brand engagement, to restaurants and resorts that celebrate the spirit of place, hospitality design has the power to go beyond surface-level aesthetics. It is an opportunity to tell layered stories, support local communities, and shape spaces that are as purposeful as they are beautiful. The best hospitality spaces are not just destinations—they are experiences. At Design Partnership, we believe that exceptional hospitality experiences are created through the considered positioning of people, place, brand, and story. The outcome? Spaces that are not only memorable, but meaningful— where guests feel seen, inspired, and truly welcome.}

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^{Sources: Gensler (2023) - For the information on the importance of food & beverage offerings in the hotel selection process. Resonance (2023) - Regarding the shift towards experience over material possessions among High Net-Worth Individuals (HNWI) guests. Designboom (2025) – In reference to the Jumeirah Marsa Al Arab}