I met with a client recently and they told me in reference to their vision, “if it’s not iconic, we don’t want it.” And I loved that energy! Every bar owner wants their establishment to go from “never heard of it,” to a cultural centerpiece of its city. Why do some places reach this status and other fade into the ether of wannabes and good ideas that never got off the ground?
I had the unique experience of working for a company that planned to open multiple new bar locations in a short period of time, all over the US. I watched as some concepts took off like wildfire, and others slowly climbed towards sales goals after soft launch. If there was a magic bullet for hospitality success, I’m sure the data analysts of the world would’ve cracked that code by now. Truly, it’s a subtle mix of factors, some of which are out of our control (hello, global pandemic.) I do think with enough thought and planning, owners can avoid common pitfalls. Here are some things I observed that were make or break for successful concepts:
Putting the right concept in the right location.
Don’t ignore the context of the neighborhood you’re opening your space in. If you don’t live in the area, get some boots on the ground support to really explore the immediate and surrounding areas before committing to a lease. Are people looking for a dive bar where they can grab a cheap beer, or are they craving a swanky cocktail lounge? If you don’t know the answer to that, you’re setting yourself up for a struggle. Sometimes it’s not just about finding a space, it’s about finding the space. Commit to spending some time on this discovery phase before you sign a lease, it’s well worth it. Designers can assist in this process — we do our own discovery at the start of projects to make sure the design is reflective of its surroundings — so having us on early can be really beneficial.
Sticking to one solid concept
If your plan to is to serve coffee during the day and have people dancing on tables at night, you might need to rethink things a little bit. I get that there’s some exploration going on when your establishment first opens, but this might make it hard for people to understand your concept. Narrow in on your target customer and serve them relentlessly. This focus will help your design team focus the aesthetic concept for the space as well! A cohesive concept makes for a cohesive team and end result.
Create a thoughtful, memorable experience for your guests
Guests need to feel something when they walk in the door. Your goal should be a seamless, immersive experience, whether for casual or fine dining spaces, from start to finish. What are the guests’ first visual and auditory impressions, and how does their initial experience set the tone for the rest of their time? Guests should be very clear on what to do when they come in — there’s nothing worse than wondering if you’re supposed to seat yourself while you stand awkwardly at the front door. How is the bill paid? Do you need to pay at a QR code, a counter, or with the staff? Thinking through these types of questions, and talking through the answers with your design team is the best way to approach a new concept.
Design that tells a story
I don’t recommend slapping together a bunch of trendy furniture and hope it sticks. The most memorable spaces transport you the second you walk in. Whether it’s a cozy neighborhood bar that feels like your best friend’s living room or a retro lounge that makes you wonder if you just time-traveled to the 1970s, the design should speak for itself. Here’s the trick: every choice you make—lighting, seating, even the way the bar is shaped—should reinforce your concept. People won’t always be able to tell you why your space feels amazing, but they’ll feel it when they walk in. That’s the goal.
The Bottom Line
Making your space iconic isn’t about slapping a neon sign on the wall and hoping for the best. It’s about knowing your concept inside and out, staying true to your vibe, and creating a space where people want to be—again and again. You won’t hit legendary status overnight. But with the right location, a clear concept, and some killer design, you’re already halfway there. Your design team is rooting for you!
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