Restaurants and design : why the visual experience counts as much as the menu ?

Restaurants and design : why the visual experience counts as much as the menu ?

4 February 2025

Today's restaurant is about more than just tasty food. To stand out from the crowd, more and more establishments are calling on renowned interior designers to create unique, immersive settings. But what is driving this growing trend? Why are chefs and restaurateurs investing so much in the design of their dining rooms? Let's explore the reasons behind this fusion of culinary and visual art.

The evolution of the restaurant: a place of total experience

The restaurant is no longer just a place where people come to eat, but a place where they also come to enjoy an expérience. In a world dominated by social networks, customers are looking to share moments that are both tasty and visual. A bold design or atypical atmosphere becomes a powerful marketing argument: it attracts influencers, sparks Instagram posts and creates positive word-of-mouth. Some restaurants, like Sketch in London with its themed rooms and eclectic furniture, have become iconic destinations as much for their design as for their menu. In Belgium, establishments such as Humus x Hortense in Brussels and The Jane in Antwerp embody this trend. The overall experience is paramount: decoration, service, food presentation and even lighting form an indissociable whole.

Why invest in a signature design?

• A strong visual identity
  A restaurant with a recognisable aesthetic easily stands out in a saturated market. The decor becomes an integral part of the brand, as at Nusr-Et, famous for its extravagant golden decor.
• Attracting demanding customers
  Customers, especially in the big cities, are no longer just looking to eat: they want to be surprised. An exceptional setting can justify higher prices and attract a premium clientele.
• Preparing for the age of social networks
  A photogenic setting is now an essential marketing strategy. Customers become ambassadors by sharing their photos, giving the restaurant free publicity.
• Encouraging loyalty
  Well thought-out design creates a welcoming and memorable atmosphere. Studies such as the International Journal of Hospitality Management show that design and atmosphere directly influence customer satisfaction and their intention to return.

Emblematic collaborations between chefs and architects

Alain Ducasse and Patrick Jouin
The duo have worked together on a number of restaurants, including the Plaza Athénée in Paris. The subtle lighting and luxurious materials help to create a resolutely contemporary and refined atmosphere.

 

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René Redzepi and BIG (Bjarke Ingels Group)
For the Noma restaurant in Copenhagen, the architectural design reflects the chef's state of mind: sustainable, minimalist, yet bold. Local and natural materials are omnipresent.

Kobe Desramaults and Dries Otten
In Belgium, chef Kobe Desramaults has surrounded himself with designers to create spaces that reflect the authenticity and creativity of his dishes.

When design becomes a competitive advantage

Dans un secteur où la concurrence est rude, l’ambiance visuelle peut devenir un facteur de différenciation. Les hôtels-restaurants, notamment, rivalisent d’ingéniosité pour offrir des espaces à la fois fonctionnels et inspirants. Les établissements haut de gamme comme le Steigenberger Icon Wiltcher’s à Bruxelles ou le Crowne Plaza Bruggeinvestissent dans des designs modernes et immersifs pour renforcer leur attractivité.
Les restaurants dits « immersifs » vont encore plus loin : musique, lumières et projections numériques participent à une expérience multisensorielle, comme au Dinner in the Sky ou au Barracuda à Anvers.

The challenges and limits of ambitious design

Despite its many advantages, investing in an ambitious design also entails risks:

- High costs: hiring a renowned interior architect or designer represents a major investment.
- Maintenance and durability : some materials or designs can be difficult to maintain over the long term.
- Fashion versus timelessness : creating a fashionable design can quickly seem outdated. Striking a balance between trend and classicism is crucial.

According to an analysis by the Journal des Arts, around 30% of restaurants that invest heavily in design face financial challenges linked to unforeseen maintenance costs.

Conclusion: a future linked to design

The success of restaurants designed by interior architects illustrates the evolution of our expectations. In a society where everything becomes an experience, gastronomy no longer stands out solely on the plate, but through a complete universe. Chefs and restaurateurs who understand this reality and collaborate with visionary designers create places where every detail is an invitation to discovery. It's a bold gamble, but one that often pays off.