Inside Gensler's 2025 Design Forecast for Hospitality - Lori Mukoyama
Jan 24, 2025
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Lori Mukoyama, Global Hospitality Leader and Design Director at Gensler, explores the future of hospitality design. She discusses how hotels are evolving into community hubs that enhance guest experiences through storytelling and innovative design. The transformation of spaces like the VOCO in Chicago highlights the importance of human-centered design. Additionally, Lori emphasizes the role of immersive environments, cultural integration, and how staff can serve as design ambassadors to connect guests with the unique narratives of each space.
Future hospitality design must prioritize human-centered, adaptable spaces that enhance guest experiences and foster community engagement.
Storytelling in design creates emotional connections for guests, transforming spaces into immersive narratives that reflect local culture and history.
Deep dives
The Evolution of Hospitality Design
Design plays a crucial role in reshaping the hospitality sector by focusing on human-centered and adaptable spaces that prioritize guest experiences. The industry is shifting from purely functional designs to environments that encourage community engagement and sustainable practices. For instance, creating spaces that come alive with energy can enhance the guest experience, as demonstrated by the VOCO hotel in Chicago, which transformed a dormant building into a vibrant community hub. This evolution highlights the need for designers to embrace innovative ideas that foster connections between guests and their surroundings.
Investing in Meaningful Experiences
Travelers today are increasingly willing to spend more on experiences rather than material goods, with preferences leaning towards meaningful interactions and immersive environments. Research indicates that younger generations are inclined to pay significantly more for memorable experiences, signaling a shift in consumer expectations. Hotels must adapt to this trend by designing spaces that not only provide lodging but also cater to the desires for unique and engaging experiences. By constructing hotels as integral parts of the communities they serve, brands can create lasting connections with their guests.
The Importance of Storytelling in Design
Storytelling is essential in elevating the guest experience, promoting a sense of connection and relevance within the hospitality space. Designers are encouraged to infuse narratives into their creations, such as through bespoke journeys that guide guests through unique installations and experiences, exemplified by the Rara Room at Phoenix Sun Stadium. This approach emphasizes the importance of emotional engagement, where guests are not merely occupying a space but are part of a broader narrative that enhances their stay. By bridging the history of a location with modern design, hospitality can create a deeper impact on visitors.
Bridging Communities Through Design
The revitalization of local neighborhoods through hospitality initiatives is becoming a key trend in design. Hotels are now seen as important communal spaces that contribute positively to their environments, bridging the gap between historic and modern developments. For instance, the Signia by Hilton in Atlanta demonstrates how a hotel can serve as a connector between established neighborhoods and new business opportunities, offering warm, inviting design elements that resonate with local culture. This focus on community integration ensures that hospitality spaces not only cater to guests but also enhance the overall vibrancy and connectivity of the areas they inhabit.
In this episode, Lori Mukoyama, Global Hospitality Leader, Design Director, and Principal at Gensler, shares insights and observations about the future of hospitality design.
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