Why Strategic Design is Key to F&B Concept Success

As the Director of Interior Design at TGP International, I've often witnessed how the strategic design of an F&B space can shape its success.  

A space’s design directly impacts how people feel, behave, and perceive their surroundings. Through thoughtful design, we can create environments that resonate deeply with guests, encouraging memorable experiences that keep them coming back. 

My role allows me to work across the entire hospitality sector—from fine dining spots in 5-star hotels to expansive food halls with up to 21 distinct dining concepts, like our award-winning project, Al Mamlaka Social Dining. 

Building a Compelling Concept and Narrative 

A design narrative serves as the foundation for developing a restaurant or F&B space. It connects all aspects—service, menu, colours, textures, layouts, and furnishings—to create a cohesive experience. It’s something guests feel even if they can’t always articulate it. 

Even if a visitor to a restaurant, bar, or food hall cannot pinpoint the concept, they can still sense the shared experience that intentional design choices bring.

By carefully selecting elements like textures, lighting, sound, and layout, we can create atmospheres that feel both authentic and visually captivating. 

For Al Mamlaka Social Dining, the guiding theme of 'Rustic Elegance' shaped our initial design direction, helping us make strategic choices throughout the project. 

As we set out to create a venue that extended our work on luxury food halls like Depachika in the UAE while introducing a “first-of-its-kind” concept in Riyadh, the idea of 'social dining' emerged. It became the cornerstone of our design and highlighted the space's role as a gathering place for the community. 

Layout and Customer Flow

A well-planned layout can create spaces for socialising or offer a quiet retreat from daily life. 

Spanning 2,400 sq m and featuring 21 unique dining options, Al Mamlaka Social Dining needed to balance openness with more intimate, enclosed spaces for small gatherings. 

A significant aspect of our design was an open kitchen concept, inviting diners to engage with the energy of food preparation and adding a dynamic theatre to the space. 

To cater to diverse tastes, we divided the guest experience into four distinct areas: Coffee and Breakfast, the International Collection, Deli Dining, and Destination Restaurants—all unified by a theme of vibrant materials. 

Local culture was also a key consideration, with a focus on showcasing Saudi chefs and brands at the venue’s entrance. 

Flexibility was another important element, allowing for themed events, pop-ups, and kitchen takeovers. We included varied seating options—banquette seating, traditional tables, and counters—so diners could choose a spot that suited their mood. 

The Importance of Lighting Design 

Lighting is a powerful element in restaurants, influencing how customers perceive their meals and the venue’s ambiance. Each space comes with its own challenges in using light effectively. 

Beyond practical needs like reading menus, lighting sets the tone, complements the decor, and shapes the perception of a venue’s concept. 

For Al Mamlaka Social Dining, lighting played a crucial role in creating a space that felt lively during the day while transitioning smoothly into a more refined atmosphere in the evening. Warm, rustic lights and deep tones helped achieve this shift. 

Partnering with Lighting Design International, we designed a dynamic ambiance through strategic accent lighting, guiding customers through their experience and highlighting the venue’s unique features. 

Colour Strategy 

The choice of colours and materials can elevate even the most exceptional designs. 

Colour helps define how a concept stands out or blends into its surroundings, whether those colours come from nearby businesses or the natural environment. At Al Mamlaka Social Dining, we emphasised a seamless transition between the indoor and outdoor spaces through natural tones and materials, complementing the nearby gardens and the venue’s own outdoor terrace. 

Well-designed restaurants use colour to not only enhance visual appeal but to create an emotional connection with guests, ensuring the space leaves a lasting impression. 

Like all creative projects in F&B design, the end result is a blend of careful decisions and the efforts of many talented individuals.