The “Instagrammable Restaurant” - Part 2
The world is changing at a rapid pace.
Question for you: Do you remember a time where you chose a restaurant simply by walking past it on the street or by word of mouth from a friend or neighbour, or by checking out their yelp reviews? We are currently in an extremely digitally driven world where most time the decision to choose a particular restaurant is done in front of a screen before you ever leave the house.
Word of Mouth has always been one of the strongest influencers in steering the decision to choose a restaurant. I assume we’ve all been to a restaurant because a friend or colleague has recommended it? Today, Instagram and TikTok serve as modern-day platforms for word of mouth recommendations. They amplify the reach and impact of personal endorsements for restaurants through engaging visual content & viral trends.
Because of that, one of the biggest trends in restaurant design today is creating “The Instagrammable Restaurant”...Essentially including within the design of your space a design feature that promotes and encourages guests to photograph and post, providing you as the restaurant owner free publicity, and those continued word of mouth recommendations.
So how does a restaurant go about leveraging this opportunity to create visually appealing environments that are perfect for sharing online?
Here’s a few ideas:
1. Unique design and décor elements
This could be quirky artifact staged in a unique way - perhaps a unique over-sized light fixture that may be unconventional for the space…or maybe several
Neon (or neon-inspired LED) is hot right now, and can be themed to suit your brand
A statement furniture piece such as installing a swing can create an interesting focal point or photo opportunity to get people talking
Any quirky element with a story behind it….creating a talking point that connects to your brand.
2. Create an immersive experience
You can transport your guests into a different world by creating an all-encompassing unique ambiance or overly themed décor
Installations that encourage customer interaction such as oversized board games or photo booths can provide playful moments for guests to capture and share
3. Living Walls or Immersive Gardens
Incorporating botanicals into your restaurant design has been a trend that continues to rise
Taking these greenery installations to the next level of abundance creates not only a fresh and inviting atmosphere but also provides a natural backdrop for photos
4. Innovative presentation of dishes
By blending culinary artistry with visual storytelling in the presentation of dishes you are spurring the desire to photograph these experiences. We all know everyone loves to post a good food pic
Quirkly tableware or serving dishes with unusual shapes, patterns or colours can add personality to the dining experience and make for captivating Instagram posts
5. Exceptional architectural features
Intricate floor patterns or tile can create visually striking scenes especially when captured from unique angles or perspectives
Integrated lighting within wall treatments or coloured glass can create a stunning photo-worthy feature
6. Striking Colour Schemes
A dramatic pop of an unexpected colour whether on the walls, doors or furniture
An over-saturation of colour
Pink is very on-trend right now and typically an unused colour in restaurant design
7. Visually stunning wall murals
Bold and colourful murals or art installations serve as eye-catching backdrops for photos
Quirky, abstract designs, themed artworks or bold wall coverings that complement the restaurants overall concept
Using walls as canvases is a huge design trend currently, as well as using large scale patterns, graphics and artistic murals
An interactive graphic that guests can become a part of, typically overtly obvious that you are to pose within the image—ie. Wings, empty frames, holding onto an object such as balloons, like an original Banksy
8. Whimsical Signage or Typography
A playful or positive message or statement whether it be inlayed in the tile floor or displayed in neon lights. Guests want to get behind this message and claim it as their own
A witty quote, pun or wordplay can add a touch of humour and personality to the restaurants décor
9. Create a selfie wall
We’ve touched on this already but by using a combination of the techniques we’ve already discussed you can create a space within the restaurant that is a very obvious selfie wall
You may want to add hashtags to the wall to encourage posting or set up your own camera to post all the photos on your own social sites where guests can check in later to see if they “made the wall”
Don't underestimate any room as being Instagrammable. Restrooms and corridors are a prime example of where you can make a huge impression within a small space. Bathroom selfies is a category unto itself online.
A statement mirror with unique frame or a printed graphic or statement within it can encourage a bathroom selfie
Optical illusions intrigue restroom users to capture the moment
A bold and quirky wall vinyl may be too much in your dining room, but in the restrooms you can get away with being more playful and bold in your wall vinyl selections
In Summary, Social media really is the modern day word-of-mouth and brings with it, photographic evidence. The relationship between a restaurant and its guests has now extended far beyond the brick and mortar. By thoughtfully incorporating any of these elements we’ve discussed into the restaurant design you can create memorable and unique experiences that resonate with your guests and encourage social sharing. When guests are engaged and feeling positively about their overall experience, they’re more apt to share a FOMO-inducing image on their personal feed.