Hospitality Design PR
Challenges, Opportunities and Strategic Approaches
London has been reaffirmed as Europe’s leading hub for luxury and wealth creation, according to Walpole’s State of London Luxury report, produced in partnership with Cadogan. The city’s dining scene plays a defining role in that success: with 85 Michelin-starred restaurants, the city ranks among the world’s top five culinary destinations — and fine dining is now the number one VIP experience for Chinese visitors.
In such a competitive landscape, securing the visibility of the design of a new restaurant or hotel can be complex. Each stakeholder - from the operator to the chef to the brand partner - seeks to lead the story, and more often than not, understandably, food and beverage takes centre stage. At Sandford, we understand how easily the design narrative can be eclipsed, and how essential it is to give it equal prominence. Through carefully tailored PR strategies, we help ensure that the design vision resonates as powerfully as the dining experience itself.
Navigating design PR in hospitality involves a careful balancing act between interior designers and architects, to operators and restaurateurs. Coordinating a clear story takes careful planning and an honest view of what makes each venue unique. Our experience shows that it is not only about visuals; it is about telling stories that capture atmosphere, innovation and guest experience, even for audiences who may never step inside.
The reality is that hospitality design is experiential. Journalists and clients look for evidence that design changes how people feel and interact with spaces. Successful campaigns focus on experience-led stories, targeted media outreach, and supporting events that allow people to see and feel design impact first-hand. Imagery and well-written materials go a long way, but so does fostering media relationships built on genuine interest and trust.
Let’s start by looking at some of the unique challenges when developing PR campaigns for hospitality.
The Unique Challenges of PR and Hospitality Design
Hospitality design PR sits at the intersection of creativity, brand identity and media attention. Some of the sector’s most pressing challenges include:
High Competition for Attention
Hospitality launches often coincide with numerous other industry announcements, particularly in food and beverage. Restaurants, bars and hotel openings all compete for media coverage, as ultimately they need to get ‘bums on seats’ and those all-important covers to make the venue a success.
This can make it difficult for design narratives to stand out amidst the noise. For example, in a high-profile venue launch, culinary offerings, celebrity chefs and brand partnerships often dominate the conversation, potentially overshadowing the architectural or interior design story.
Balancing Multiple Stakeholders
Design projects typically involve collaborations between architects, interior designers, hoteliers and restaurateurs. Coordinating these voices while maintaining a coherent and compelling PR story requires careful planning.
Demonstrating Tangible Impact
Unlike consumer products, hospitality design is experiential. Conveying the value of design to journalists and audiences - who may never visit a venue - requires storytelling that goes beyond visuals, highlighting innovation, atmosphere and guest experience.
Opportunities to consider
Despite these challenges, there are significant opportunities for brands that approach PR strategically:
Storytelling Around Experience
Manzi’s, Soho
Hospitality design is about creating immersive experiences. PR campaigns can emphasise how design influences guest perception and interaction, turning projects into stories that resonate with audiences.
It’s easy for the venue itself to get overlooked, but design plays an integral part in the dining encounter. From lighting to acoustics, flow around the tables to the pre-dinner drinks, it all adds to the overall experience. Too bright and the ambience is affected, too loud and your diners can’t hear their companions’ conversation. We may not always be aware of those intricacies, but they affect our whole evening.
Leveraging Influencers and Industry Media
Collaborations with design journalists, lifestyle publications and social media influencers can amplify the reach of a design narrative. By engaging the right voices, brands can ensure that their projects are seen by both industry peers and potential clients.
There has been a sharp increase in recent years in the number of influencers writing about the food and dining industry. Queues around the block are catnip to investors and owners, and often getting in with the most influential storytellers can be the coup you need to bring people to your restaurant. Many now focus, not just on the food, but on the whole experience (as they should!), so personally giving them insight into the design process can be an interesting angle for their followers and set them apart from others in the same market.
Capitalising on Trends
Themes such as sustainability, wellness-focused design, and local sourcing offer PR hooks that enhance visibility and differentiate projects. Highlighting these elements positions brands as innovative and socially conscious.
Partnering with like-minded brands to create a space is part of the design process - selecting bespoke fabrics, identifying unique details for each space or picking the perfect artwork - is all the bread and butter of an interior designer’s job. However, designers today are more attuned to the need to select sustainable solutions, whether they are requested or not by the restaurant team. Those thoughtful choices can be important to weave into the narrative.
Competing Voices in Launches: The Fabled Studio Example
The Wolseley City
High-profile launches often involve competing narratives. For example, Fabled Studio’s work on Socca, a then-new venue in Mayfair, required Sandford to balance media attention between the culinary team led by Michelin-starred chef Claude Bosi and the studio’s interior design. Likewise, with a complex history, the launch of The Wolseley City had multiple stakeholders and a tricky narrative to navigate.
Socca, Mayfair
Through a strategic approach, Sandford ensured that the design narrative received prominent coverage alongside the food offering. Key elements included:
Targeted Media Outreach: Identifying journalists and influencers most receptive to design stories
Integrated Event Support: Coordinating launch events and private previews to showcase both the design and culinary experience
Visual Storytelling: Curating imagery and press materials that highlighted design features while complementing the broader narrative
This approach demonstrates how thoughtful PR can cut through crowded launches, ensuring all aspects of a venue’s story are recognised.
Effective Strategies for Hospitality Design PR
Building on the lessons learned from our experiences, key strategies include:
Integrated Campaigns: Align PR with the venue’s marketing, social media and event initiatives to present a consistent message.
High-Quality Visuals: Photography and video are critical for showcasing interiors and conveying atmosphere.
Media Relationship Management: Cultivating long-term relationships with journalists ensures consistent coverage.
Experience-Led Engagements: Hosting media events or private tours allows audiences to experience design firsthand, creating more compelling stories.
Data-Driven Tracking: Measuring coverage, engagement and leads ensures PR efforts are effective and informs future strategy.
Why Specialist PR Matters
Hospitality design PR requires both sector expertise and communication skills. Partnering with a specialist agency such as Sandford ensures that design projects are represented accurately and creatively, maximising visibility and enhancing reputation. Our work with Fabled Studio illustrates the value of this expertise in a crowded, competitive landscape.
Conclusion
Hospitality design PR is a nuanced field where creativity, strategy and storytelling converge. By understanding sector challenges, seizing opportunities and employing considered strategies, hospitality brands can elevate their projects, generate media coverage and create lasting engagement.
For brands seeking a partner who understands both design and the complexities of hospitality, specialist PR support is not just beneficial, it is essential.
