Letter from the Editor – Fall 2024

In recent years, branding has evolved beyond the familiar trappings of logos and color styles into a decidedly more nuanced and holistic “experience,” underpinned by a guiding, foundational strategy with interwoven physical and digital touchpoints. In a similar fashion, hospitality design has expanded beyond the usual typology to become a lifestyle and mindset. A purposeful integration of hospitality and brand strategy opens serendipitous moments of empathy for the audience, fueled by connection and belonging. A holistic approach to brand experience in the context of hospitality allows for this sense of connection (be it personal, social, sensory, emotional, etc.) to take root and grow with the audience over time.  

Today’s consumers are sophisticated and diverse. To borrow a metaphor from the world of cinema, brand experience can be thought of as production design, ensuring that every element is considered and scrutinized: the menus, signage, art, graphics, lighting, typeface, messaging, website, interior design, staging, tableware, uniforms, even the scents and aromas. Everything must work in concert to tell the story of the brand, placing the guest as the protagonist in the center of it all. The various touchpoints within the guest journey serve as access points into this narrative, providing context, structure, and emotional resonance.  

How does this vary between various sectors within hospitality? What is the relationship between the digital and physical space, and how can this be leveraged to create more value and cohesion? How can we remain nimble as our guests’ attitudes, perspectives, and priorities shift? 

It is my pleasure to present this interview series, bringing together a diverse collection of hospitality experts at the top of their game, offering insights into their approach and their perspective. These interviews have been curated to represent a wide cross-section of hospitality project types and scales, from boutique hotels to food halls, allowing our Boston University School of Hospitality Administration students and faculty to better understand the indispensable role that brand experience and brand strategy play in project success as we look toward the future of the industry. 

Rand Morris
Adjunct Professor, BU School of Hospitality, and
Environments Design Director, Proportion Design LLC