Be Our Guest

AS THE VMSD editorial staff was working on this issue of the magazine – the one that features our annual restaurant trends piece (pg. 38), penned by our longtime contributing writer Georgia Mizen – it dawned on us just how many restaurant projects we have witnessed this year from across the industry. Restaurants can be a unique vehicle to deliver memorable experiences, something many diners and shoppers alike have come to expect post-pandemic across all retail verticals.

Moving forward past 2020, consumers are still hungry for experiences outside the home (specifically ones that leave a lasting impact), and this is evident through the many submissions VMSD receives throughout the year for editorial consideration, from the immersive showrooms to the themed restaurants to the “experience” centers that focus primarily on a brand and not a product. Restaurants are just part of that tapestry, as they innately provide an experience.

Diving further into the buzzword of “experience,” the concept could equate to a multitude of different approaches and strategies when it comes to retail design. Sometimes, experience simply translates to having robust human interaction between associates and guests, or perhaps it means engaging consumers with mini-games, hands-on tutorials or Instagrammable moments. Design is the backdrop to these experiences and fuels the message that needs to be communicated to visitors. 

Beyond restaurants, other retailers and brands, like our coveted 2024 VMSD/Peter Glen Retailer of the Year (pg. 46), are focused on creating inclusive and accessible experiences for their guests: One example includes sensory bags for neurodivergent customers. This is one of the reasons Billund, Denmark-based Lego was chosen as our winner this year through a multi-round vote completed by our Editorial Advisory Board, which represents a range of professionals from across the industry. (The annual award is named in honor of our former columnist Peter Glen, who passed in 2001.)

Many of you will be reading this on-site at the 2024 International Retail Design Conference (IRDC) in Kansas City this Oct. 9-10 (co-locating with Shop! Association Ideation and Retail Challenge, Oct. 7-8), but for those who are reading this prior to the conference – there is still time to register. This year, there will be sessions focusing not only on experience but also hospitality’s influence on retail, both stores and restaurants alike. Be sure to register for the conference by visiting irdconline.com.

See you in the City of Fountains!