Restaurants are more than just a place to eat. They are where we gather, connect, and spend time with loved ones. For decades, we’ve been dining in and driving through these eateries, but what happens when these experiences are taken away from us? And what will the industry look like after COVID-19?

There are many factors that will shape the future of food and beverage, but at a minimum, the industry will be led by low touch and high impact experiences. Download the report to uncover the top four insights that will influence the future of food and beverage.

The COVID-19 pandemic spurred an overnight disruption to our daily lives—driving unprecedented shifts in every business sector. As hubs of commerce that span almost every sector, shopping centers and mixed-use properties will be forced to juggle a myriad of “new norms.” Download the report to uncover six key shifts that will drive the future of the retail and mixed-use industries.

Founded in 1979, Sweetwater has gone above and beyond to provide musicians with the best selection, service, and support needed to create music. Sweetwater wanted to fine-tune its approach to meet today’s needs of consumers. For its newest location, the brand turned to global architecture, design, and strategy firm NELSON Worldwide to create a new retail concept better suited for Sweetwater customers who want to peruse, experience, and purchase in a setting that encourages product engagement. The Sweetwater concept store gives consumers a first-class retail experience with a unique showroom-like design and tailored areas to test equipment. Read the full article here.

Founded in 1979, Sweetwater has gone above and beyond to provide musicians with the best selection, service, and support needed to create music. Sweetwater wanted to fine-tune its approach to meet today’s needs of consumers. For its newest location, the brand turned to global architecture, design, and strategy firm NELSON Worldwide to create a new retail concept better suited for Sweetwater customers who want to peruse, experience, and purchase in a setting that encourages product engagement. The Sweetwater concept store gives consumers a first-class retail experience with a unique showroom-like design and tailored areas to test equipment. Read the full article here.

We attended Trend Hunters’s 2020 Future Festival one of the world’s most innovative conferences, to better understand the trends that will define the future as we navigate the most critical period of change in modern history. A common theme at this year’s event focused on chaos and how it is driving innovation across all sectors. 

Gathering virtually alongside nearly 12,000 other professionals, we listened and joined conversations that opened our eyes and ears to big ideas and opportunities on the horizon. Here’s what we took away from this year’s events:

A New Hierarchy of Needs

Now more than ever, brands have an opportunity to get creative with their strategies and offerings as consumers, in one way or another, become more open-minded to new opportunities. With so much uncertainty and change, the traditional hierarchy of needs has shifted and many people have been left to question what exactly they do “need” to be fulfilled. For most, the focus has shifted to things like food, safety, and shelter, all things that didn’t previously occupy the forefront of our minds. For retailers, employers, and beyond this presents a rare opportunity. The opportunity to offer something new and pave the way for consumers of today and the future.

The 2021 Rush

While this year felt like a free fall, 2021 will feel like a gold rush. With a vaccine and a new year on the horizon, there will be endless opportunities to gain new footholds with customers while embracing new verticals. With this in mind, brands, businesses, and organizations of all shapes and sizes should be ready to innovate, grow, and meet consumers’ needs by filling in gaps that have appeared this year. For example, urban real estate prices are lower than ever before, so brands looking for city spaces should take advantage. 

Brand Opportunity

In addition to learning about the latest consumer and real estate trends, more key takeaways and megatrends from this year’s Future Festival were a detailed reminder to take advantage of new opportunities:

1. Acceleration: While focusing on how to navigate pandemic impacts, many brands have accelerated previous initiatives. AI is one area where brands have seen years of progress unfold in a matter of months to adapt.
2. Cyclicality: With health and wellness in mind, cyclical/sustainable solutions have become a top priority for most brands as they think about the future and how to be prepared for it.
3. Convergence: More than ever, hybridization and cross-market innovations are helping brands in new ways while seemingly disparate businesses are coming together to create new opportunities for consumers. Check out our (Re)dustrial Revolution webinar to learn about how retail and industrial sectors have merged. 
4. Divergence: With a new sense of community, consumers have divided their attention to also smaller entrepreneurs and local businesses to support and invest in microcosm.
5. Redirection: Experience was already a powerful driver of change, and as it evolves, pent-up demand for experiences (revenge against COVID) will make it an even bigger investment as consumer seek out things that make them FEEL something.
6. Reduction: Today, simplicity has become popular as consumers look for products, services, and environments that offer a sense of calm. Moving into 2021, people will redefine essentialism as they carry the things they discoverd in 2020 into the new year.  

Overall, as consumers adapt to new lifestyles and anticipate post-pandemic freedoms, preferences are changing by the minute and if brands are brave and bold enough to embrace the chaos, it is possible to thrive. We’re both curious and excited to see what trends will emerge and be explored at next year’s festival. To learn more about Trend Hunter, visit here. 

In honor of Women’s History Month, we’re connecting you with a handful of the women of NELSON who are boldly transforming our industry. Sharing their thoughts and perspectives, keep reading to learn more about what it means to be a woman in architecture and design and what inspires them each day: 

Sheryl Moore-Marlette

Chief Operating Officer

What lessons and experiences can you share as a female leader?

Women are naturally empathetic beings and great communicators who know how to rally a team together. I encourage women to use those powers for good. Improve yourself but don’t change everything about yourself — be the best version of YOU.

If you could give one piece of advice to young female professionals, what would it be?

Transferable skills are critical to professional success because they empower you to do your job, whatever it is, well. They increase your odds of success at any level and are the foundation and engines of propelling you forward — no matter what you do or how high you want to climb.

 What do you want to be remembered for?

I want to be remembered for being authentic, dependable, trustworthy and always following my moral compass.

Susan Martens

SVP, Human Resources

If you could give one piece of advice to young female professionals, what would it be?

Aim and push yourself to GROW — both internally and externally. Don’t underestimate yourself, know when to be tenacious and when to step back and re-strategize. Listen and learn – it’s not always about being the “loudest” voice in the room, you can still be heard. Respect diversity and differences and have a trusted colleague you can talk things through.

What are some of the traits that you admire most amongst other female leaders you’ve worked with?

Aside from what you would expect from leaders being focused and possessing a clear vision, additional traits I admire most are a strong sense of fairness, loyalty, decisiveness, honesty, and humility. A sense of humor also works!

Past or present, name three women that you would invite over for a dinner party?

Condoleezza Rice, Ruth Bader Ginsberg, and my mother. All extremely intelligent women and what I value is integrity and conversations based on the value of merits – great dinner party!

Heesun Kim

Design Director

When did you first become interested in design/architecture?

I was a very lucky girl. My father is a wood sculptor and my mother is a Korean traditional flower artist. I naturally grow up surrounded by art & flowers…and I like to express my vision through drawings & objects for as long as I can remember. However, I ended up falling in love with design more than fine art. I realized that while fine art is focusing on self-expression, design focuses on a user. Because of this, this path was more meaningful to me. 

If you could give one piece of advice to young female professionals, what would it be?

Embrace being a woman. Be confident of who you are and express your point of view. Do not limit yourself professionally because you are EQUAL.  Empower the women around you and encourage an inclusive culture. Along the way, you’ll contribute to making the world a better place for all, and most importantly yourself.

Andrea Brandt, RID, IIDA, LEED AP ID+C, CMP

Studio Director

When did you first become interested in design/architecture?

I had planned to be an art teacher. However, I had a class in Home Economics my junior year in high school that piqued my interest in decorating…yes, decorating.
I went on a few campus visits and while at Iowa State University I accidentally found myself in the College of Design (Arch, ID, LA, GD, ID, RP, & Arts). I came back and visited the “shop” teacher and said, “can I take a side class in drafting instead of sitting in study hall?” I enrolled in Interior Design in 1981 and never looked back.

What lessons and experiences can you share as a female leader?

Transparency and vulnerability are necessary.
If you are going to pull up a chair, you need to be present.
Focus on elevating others.

Past or present, name three women that you would invite over for a dinner party?

“Nothing is worth more than laughter. It is strength to laugh and to abandon oneself, to be light” – Frida Kahlo
“Fight for the things that you care about, but do it in a way that will lead others to join you.” – Ruth Bader Ginsburg
“The next decade cannot be a decade of confrontation and contention. It cannot be East vs. West. It cannot be men vs. women. It cannot be Islam vs. Christianity. That is what the enemies of dialogue want.” – Benazir Bhutto

Cheryl Smith, AIA LEED AP

Director

When did you first become interested in design/architecture?

It was in my genes.  As a child, I loved to draw and build things with my father and I remember going for drives with my parents to look at new buildings.  It’s what I knew and loved to do.  My father was an entrepreneur and construction owner; I learned a lot from him about the construction business and the development world.  I also learned from my mother, who was the tastemaker of the family, how to design and become a leader in the community.  I think that I found the best of both worlds because as an architect, I have a desire to create wonderful places for people, but also understand how projects get built that contractors can relate to.

If you could give one piece of advice to young female professionals, what would it be?

Get involved, especially with community groups, and own what you are doing.  As a young designer, this is an excellent way to find mentors and as you gain more experience, it provides opportunities for you to become a mentor to others.  In college, I became involved in the Architecture in the Schools program where an architectural student is paired with an architect to teach grade school children about architecture and the built environment.  After graduating from college, I became an ACE Mentor and eventually joined the ACE Mentor Board.  The experience becomes both a humbling and rewarding part of the growth of your career.

Chen Hui Spicer, NCIDQ

Southeast Global Solutions Regional Design Leader  

When did you first become interested in design/architecture?

From a young age, my childhood dream was to become a famous artist (or die trying!) For a while, I knew I wanted to be a Fine Arts major in college but ultimately I decided that Interior Design was the right path financially. For me, I loved using art to express myself and enjoyed the ability it gave me to share my emotions beyond just words.

What lessons and experiences can you share as a female leader?

My advice is to always be supportive of other women. Also, be strong and bring your best self at all times. The positive energy that you give the world will come back to you.

When I was in college I took a Communications class and the one quote that has always stuck with me reads:  “everyone that you touch in your life, they take a little piece of you with them”.  

What do you want to be remembered for?

I want to be remembered for always bringing the best version of myself forward, embracing different perspectives, and being part of the greater change that pushes us forward.

There has been a profound transformation with the integration of Artificial Intelligence [AI] as an exciting tool in architectural design processes. AI-driven tools and technologies have revolutionized data analytics, personalized customer and employee experiences, concepting, collaboration, and productivity.

While the integration of AI into our professional and personal lives continues to quickly evolve, its broad reach is an intriguing and exciting support tool used to augment – not replace – human creativity. The human touch, intuition, and artistic vision remain integral to the design process, and AI acts as an enabler, providing designers, and architects with valuable insights and efficiency-enhancing capabilities to push the boundaries of their creativity further.

Combining Human Ingenuity with the Power of Artificial Intelligence

AI-driven tools and technologies offer a wide range of capabilities that can significantly inspire, enhance, and optimize creativity for designers and architects.

Enhancing Creativity and Innovation: AI’s role in the design process is to assist and amplify human creativity, not stifle it. By analyzing vast datasets and generating insights, AI can provide designers and architects with predictive analysis that is invaluable when applied to the overall creative process, enabling designers to push the boundaries of innovative experience design.

Empowering Human-Centric Design: AI-driven data analysis empowers teams to craft personalized spaces and experiences tailored to individual customers or target demographics. This collaboration between AI’s data-driven recommendations and human design ensures a seamless understanding of customer behavior and preferences, ensuring experiences that enhance user collaboration, journey, productivity, and efficiency.

Sustainability and Wellness: By analyzing climate data, building performance simulations, and occupant wellbeing and comfort, AI-powered algorithms help optimize for energy efficiency, daylighting, thermal comfort, spatial layouts, furniture arrangements, and color schemes that reduce environmental impact and promote the overall health, comfort, and happiness of the end users.

Iterative Design Refinement: AI’s rapid data processing capabilities enable the analysis of multiple design iterations quickly. This accelerates the design process, allowing designers to test various concepts, layouts, and ideas. As teams receive real-time feedback, they can make decisions informed by data and refine designs iteratively, ultimately leading to more effective spaces and experiences.

A Delicate Balance

The powerful integration of AI and the human touch marks a transformative milestone in the evolution of technology and its impact on society. Through collaborative efforts, we are witnessing the emergence of a new era where AI augments human capabilities, allowing us to tackle complex challenges with greater efficiency and precision while pushing the boundaries of our innate creativity.

As we continue to embrace this synergy, it is essential to remember that the heart of progress lies in maintaining a delicate balance between the potential of AI and the irreplaceable essence of human empathy and creativity. By harnessing the best of both worlds, we can shape a future where technology empowers us to achieve unparalleled heights of innovation while preserving the core values that makes us uniquely human.

At NELSON, our vision is to boldly transform all dimensions of the human experience. Our unique values fuel our culture and inspire us to constantly evolve and innovate. In celebration of our values, over the next few weeks, we’ll be highlighting the experiences that allow us to bring out the best in our teammates and clients. This week, we’re sharing how we have inspired others to BE YOU. 

Our retail design team partnered with COVERGIRL to design and develop the brand’s first brick-and-mortar store located in the heart of Times Square New York City.  Working closely with the cosmetic icon, our teammates created a fully immersive beauty destination where customers are encouraged to experiment and express themselves with their favorite products. Here’s the story:

Turning one of the city’s busiest street corners into a sleek cosmetic hub for the ultimate shared beauty experience, COVERGIRL’s first-ever physical store is dedicated to inspiring shoppers and embodying the brand’s “I Am What I Make Up” philosophy. Every detail encourages consumers to touch, test, and share—a playful and immersive experience that brings this iconic brand to life. 

The store has allowed COVERGIRL to expand its offerings and for the first time, beauty enthusiasts have the opportunity to explore a three-dimensional version of the brand.  Centering around product trial, dynamic features like high-end augmented reality glam stations were installed so that shoppers can digitally experiment and try on makeup to discover their personal beauty expression. A video booth allows customers to record videos set to music and capture photo ops to share on social media.

The finished space is a destination-worthy beauty playground that celebrates the brand’s confident essence and empowering spirit. While the design process included developing a glamourous space, the core of this project was about empowering young shoppers to discover their own style. The COVERGIRL store is more than a place to shop, it’s a place to BE YOU. As one of our core values, we couldn’t have been more honored to be a part of a project that allows one to express their unique self and actively connect with a community of authentic and diverse individuals.

[ngg src=”galleries” ids=”32″ display=”basic_thumbnail” number_of_columns=”3″]

Amenities have a profound effect on the value of a building, and new unique experiences make a lasting impression for consumers, employees, hotel guests, and residents. Our mixed-use teammates set out to explore current and future amenity trends in our latest blog series, The Amenity Effect. Follow along as we dive deep into the environments where we work, shop, live, and thrive and take a closer look at the amenities that help make these environments flourish.

___________________________________________

Growing up, I thought of amenities as hotel perks we got to enjoy when we went on vacation. Upon arriving at our destination my dad would say, “leave the bags in the room and let’s explore,” allowing us to wonder around the property to discover everything the hotel had to offer. As the years went by, we began ranking each hotel experience based on the amenities alone. While the core values of hospitality still provide a recipe for those memories, there are many new and evolving facets to an overnight stay that should be considered when designing the spaces and experiences that shape the environment and how guests choose a hotel.

When searching for the perfect vacation spot, consumers’ lists are quickly narrowed down if a hotel doesn’t at least check two of their boxes when it comes to amenities. Another expectation for almost all travelers is the cleanliness of those amenities and the guestrooms. But, what do hoteliers do now and post-pandemic when the demand for cleanliness is at an all-time high? And what if the other amenities they favor most are considered high risk for the spread of germs?

_______________________

“Today, hotels and property sharing models are competing not only for the best amenity spaces, but also for the credibility, safety, and cleanliness of those spaces.”

—Kelli Fellers, Account Director, NELSON Worldwide

_______________________

In this edition of The Amenity Effect, we’re breaking down traditional amenities and exploring new amenities that will drive innovation and reduce friction for hotel stays today and the future:

W and Element Hotel – Philadelphia, PA

Baseline Clean

For decades, staple hotel amenities like fitness rooms and swimming pools have been in high demand. To keep these commodities relevant during the current pandemic, as well as in the future, hotel brands must elevate their sanitization and physical distancing procedures, and how they communicate those procedures to guests. Redefining how guests move throughout and interact with a facility is critical to minimize the number of touch points in the guest journey, so they can still enjoy those desired amenities.

Mobile devices will revolutionize the entire hotel amenity experience and simplify the guest journey overall. Guests can use their cell phones to see how busy the hotel gym or pool is before packing up the entire family to spend the day there. They can use their devices to check in and out of an amenity space, order food poolside, print documents in the business center, check the last time an amenity has been sanitized, and more.

_______________________

“Your phone will be your new master key – getting you not only into your room, but access to hotel amenities. It will also play the part of thermostat, remote control, and light switch.”

—Jim Stapleton, Vice President, NELSON Worldwide

_______________________

Wellness Focused Features

Some core amenities may move into the guestroom for those that don’t want to give up their workout routine on the road and prefer an even more controlled environment.  Similar to multi-family design, in-room fitness options may relieve some newfound anxiety associated with the pandemic as seen in IHG hotel brands.  Operators are beginning to partner with digitally native brands like Peloton, so guests can stream virtual fitness classes from the comfort of their hotel rooms. Design will evolve greatly as we start to see more in-room amenities and hoteliers will need to pay attention to spacial configuration and noise mitigation from impact and vibration.

The health and wellness of guests will continue to be a focus for hotel brands, and one of the best ways to accomplish this is through outdoor amenities, Connections to greenspace through biophilic design has been proven to improve well-being. Allowing outdoor amenities for walking, dining, and exercise will cater to the increasing desire to spend time in the great outdoors. Golf courses, beaches, waterfront access, lawn games, curated activity packages, walking tours, scavenger hunts, are all ways to connect guests with nature.

W and Element Hotel – Philadelphia, PA 

Outdoor work settings with access to power and Wi-Fi can cater to the business traveler or family member that wants to plug in throughout their stay. As the working remote model is increasing with business operations, it’s imperative that our hospitality options provide for reliable, and comfortable work environments.

Rooftop access is key where applicable.  Hoteliers can leverage the sustainability of a green roof, with the fresh outdoor air and elevated views.  Whether its space dedicated to pools, lounges, workspace, food and beverage, or recreation, there are endless opportunities for rooftop amenities.

Intentional Space Shifts

Coworking is taking up residency in hotels as remote work becomes more common and the younger workforce seeks a communal environment outside of the guestroom.  Proximity and convenience on hotel property allow guest to have a more encompassing stay.  Hotel designers and operators will need to implement technologies enabling cordless sharing of content to screens seamlessly from a phone or device for presentations.  And these integrations must still pare with the service expectations guests have come to expect

_______________________

“Meeting and event facilities are core to the success of many hotels. A seamless integration of technology and touchless interaction will help reassure travelers seeking to gather again in larger groups.”

—Alex Campbell, Hospitality Studio Director, NELSON Worldwide

_______________________

Smart room automation also supports the need for a better work environment within. The in-room desk and workspace are more important to guests than ever before and can greatly impact the booking decision for business travelers. Some hotel brands are even offering rental packages that allow guests to use rooms as a daytime office.  With many people searching to balance working from home, using guest rooms as part-time amenities will grow in popularity in the coming months. Outfitting rooms and workspaces with video capability is essential to keep up with the demand for live conferencing and workflow.

Hotel/office hybrid rendering – NELSON Worldwide

Let’s not forget the social opportunities a hotel lobby and lounge can provide. Whether it’s a place to celebrate a wedding or family occasion, to meet other guests and travelers, network, or simply unwind after a long day of business or travel, the community aspect of hospitality still plays a pivotal role in the hotel experience. Moving forward, these communal spaces can be designed to inspire interaction while balancing the comfort and wellness of each guest.

It’s vital that lobby spaces are dialed in with power and technology to support personal devices throughout.  Through design of scale, proximity, connectivity or separation, and aesthetics we can create usable spaces for lounging, gaming, entertaining, working, and socializing. Curated art, cooking demonstrations, mixology classes, craft beer walls all provide a sense of place and experience. Sportsbook hospitality often found in casinos can be recreated within the lobby promoting energetic living rooms to enjoy the latest sporting event with friends or coworkers. Food and beverage concepts are another amenity that can add significant value to a hotel stay, keeping in mind both prepackaged grab-n-go and full-service restaurants.  Bringing in local, fresh, and artisan offerings connects the hotel with the community and provides additional choices that cater to the independent traveler or a group that would prefer a more casual experience.

Hilton Garden Inn, The Shops

Spirit of Hospitality

Every amenity, experience, and memory can be elevated through good branding. As a hotel operator, understanding one’s position in the marketplace, role in the community, corporate partnerships, and overall purpose is imperative to what a brand can bring to the consumer. As seen in much of the work from our NELSON brand communications, strategy and insights, and environmental graphic design teams, a successful brand strategy will elevate the impact of design and services. Graphics, décor, signage, ambiance, products, sounds, and smells are all influences to the memories guests tie to an experience. A brand’s value and communication of sustainability will also help inform its decisions on finding balance of operations, cleanliness, and comfort.

Some hotels have aligned themselves with luxury products for the bathroom amenities, guestroom technology, mattresses, furniture, and other amazing objects of design to provide quality and opulent memory and experience.  

_______________________

“Consumers will hold brands accountable to an entirely new level
of responsibility, especially as they seek guidance on how to best
transition back into travel.”

—Tori Tasch, Senior Brand Strategist, NELSON Worldwide

_______________________

Creating hotel innovative amenities will be what separates a memorable lodging experience from something mediocre. Brands that don’t evolve and improve their core amenities to remain relevant today will fall behind, and those that are constantly re-imagining new offerings will rise to the top.  

NELSON Worldwide welcomes Daniel Robinson, AIA, NCARB, as Studio Leader of the Mixed-Use/Office practice. A seasoned professional with more than 30 years of experience in leading workplace, mixed-use, municipal, K-12, higher education and federal project types, Robinson will build and nurture client relationships and lead project teams to deliver superior service to existing and new clients.

A highly-skilled leader and mentor, Robinson will support and guide junior staff and oversee project performance to ensure client satisfaction and alignment with NELSON’s brand mission. Fueled by a strong belief in a service-oriented approach to management, he brings to the firm a demonstrated success in building positive, high-performing teams united in a common goal. Robinson will also enhance the firm’s presence across the country through extensive experience developing and executing strategic marketing plans, business development activities, operational standards and best practice policies to increase market share.

Robinson received a Bachelor of Environmental Design (BEnvd) from the University of Colorado Boulder and an Associate’s degree in architecture from Los Angeles Pierce College. Robinson operated as Architect-of-Record for the first LEED Gold Middle School in North Carolina, and has worked internationally in Malaysia and Puerto Rico.