A Space To Remember: Sousa Design Architects On Visual Representation In Hospitality

Glamor, sophistication, and drama—the dining scene everywhere has become more than just a feast for the palate; it is a full sensory experience. After years of takeout boxes and pandemic-induced pivots, restaurants are reimagining their spaces, shifting from mere functionality of eating to captivating artistry. Theatrical presentations of food and drink—think flaming desserts and cocktails that billow with smoke—are just the opening act. The real star of the show? The design of the space itself sets the tone for every experience that unfolds within.

Design is the first element that invokes the curiosity of a patron, sparking their interest and setting the stage for what’s to come. It builds anticipation, creating an environment where every detail invites a second glance. Especially in today’s hyperconnected, visually driven world, the role of design in hospitality has never been more important. A restaurant may boast the finest cuisine and most innovative cocktails, but without an alluring environment to draw people in, how will potential customers ever know? Stephen Sousa, Principal and founder of Sousa Design Architects, explains: “We’re designing restaurants that people look amazing in—spaces that make them feel comfortable, excited, and eager to share their experience with the world.”

Photo Credit: Sousa Design Architects

A restaurant’s design is the silent force that gets patrons to take that first step inside. Long before they savor the food or chat with the staff, guests are judging the space. This is especially true thanks to the era dominated by social media, where ‘Instagram-worthy’ moments drive decisions, and design has become the calling card of a restaurant’s identity.

Stephen likens the design process to creating a set for a performance. He states: “When we design, it’s broken into three parts: architecture, interiors, and set design. We look at how spaces function dimensionally, how the ergonomics feel, and how people experience the environment visually and emotionally.” From the height of the bar stools to the interplay of light and shadow, every detail is crafted to evoke a sense of discovery and delight—and the result speaks for itself.

Photo Credit: Sousa Design Architects

Dennis Greenwood, Principal at Sousa Design, emphasizes how today’s photo-centric culture influences hospitality design. “We’re in a society where everything is so imagery-based. It’s not just about the experience when you’re there, but how it’s perceived through a lens,” he explains.

Restaurant owners now frequently seek out designs that not only feel good in person but also look exceptional online. But this isn’t about creating gimmicky selfie stations. Instead, it’s about those bespoke moments and vignettes that naturally lend themselves to sharing. “We focus on setting up a beautiful viewport of the overall experience,” Dennis says. “From the warmth of the lighting to the textures on the walls, these elements come together to tell a story. Whether someone captures it for Instagram, Yelp, or OpenTable, it’s that imagery that shapes the perception of what the experience will be like before a guest even walks in.”

Photo Credit: Sousa Design Architects

For Sousa Design Architects, the secret is in the nuances itself. Great hospitality design isn’t always bold or obvious. Most of the time, it is the subtle details that leave the greatest impact. “We create spaces that people look amazing in and make restaurateurs feel proud of,” Stephen reiterates. “Whether it’s the amber glow of the lighting, the perfect backdrop, or the thoughtfully positioned bar, these are the kinds of elements that make people feel at ease and connected.”

Sousa Design Architects’ diverse team has spent over 25 years refining their expertise, evolving alongside the hospitality industry’s shifting priorities. Whether it’s a neighborhood coffee shop, a sprawling beer garden, or a high-end fine dining establishment, the team approaches every project with the same guiding principle: How to create a gathering place? “We design for comfort, for connection, and for a sense of discovery,” Stephen explains. “It’s about making people feel welcome, excited, and curious to explore.”

For the design firm, staying ahead of the curve means continually evolving. It has seen firsthand how trends like open kitchens, communal seating, and immersive lighting have transformed the industry. It has adapted its approach to meet the demands of a society that increasingly views dining as a form of entertainment. 

Ultimately, the true magic within hospitality is the ability to transport, to inspire, to connect, and create beautiful lasting memories. In a world where first impressions matter more than ever, creating those memories often begins way before the first bite or sip. They start with the warm amber glow of the lighting, the inviting curve of a bar, or the perfect backdrop for a group photo.

Souse Design Architects understands this better than most. Through its work, it builds unforgettable spaces—spaces that feel as good as they look, ones that people can’t help but share and want to return to time and time again.

Written in partnership with APG

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