In this episode of the Radical Hospitality podcast, we had the pleasure of speaking with Callie van der Merwe, a visionary architect and leader in hospitality design. Callie’s approach to architecture and design goes beyond aesthetics—it influences behaviors, emotions, and, ultimately, the guest experience. Throughout the episode, Callie shared his innovative perspectives on how design can shape guest interactions and enhance business outcomes. Below, we’ll explore the key takeaways from this insightful conversation.
1. Design as an Immersive Experience
Callie’s philosophy emphasizes that design isn’t just about creating visually pleasing spaces but about crafting environments that emotionally engage guests. Whether it’s the layout of a hotel room or the lighting in a restaurant, design can guide how guests feel and behave. Immersive design elements create memorable experiences that encourage guests to return, resulting in higher guest satisfaction and increased business.
One of the most striking points Callie made was about the importance of proportion, lighting, and spatial arrangement. By carefully considering these factors, hospitality designers can create spaces where guests feel comfortable and connected. For example, Callie discussed how the right lighting—specifically, warm tones around 2700 Kelvin—can make people feel more sociable in a restaurant setting, leading to longer stays and more interaction.
2. Behavioral Design: Influencing Guest Actions
A major focus of Callie’s work is behavioral design, a concept that takes into account how physical spaces can influence people’s actions and social interactions. This approach isn’t limited to aesthetics or sustainability—it’s about intentionally crafting environments to encourage desired behaviors.
For example, Callie noted that spaces with curved edges, rather than sharp ones, make people more sociable and comfortable. This insight comes from psychological studies that reveal how people behave differently in environments with rounded forms versus angular designs. By incorporating such details, hospitality businesses can subtly shape guest behavior, leading to a more relaxed, enjoyable atmosphere.
The weight and texture of furniture also play a role in influencing guest behavior. Lighter chairs in fast-food environments signal quick visits, while heavier chairs in fine-dining restaurants encourage longer stays. This strategic use of design elements aligns with the business goals of the space.
3. The Evolution of a Brand: From Design Partnership to Coop
Callie’s journey in architecture and design led to the establishment of Cooop, a design firm rooted in collaboration and partnership. Initially founded as Design Partnership, the company faced challenges with its name when expanding internationally, especially with SEO visibility. The rebranding to Cooop (with three O’s) helped create a unique identity that better represented their collaborative philosophy and was easier to navigate online.
What’s fascinating about Cooop is the intentional shift from a top-down approach to a more inclusive, team-oriented process. Callie explained that the best results come from incorporating ideas from all levels within the team, fostering a bottom-up flow of creativity and innovation.
4. Procurement and Partnerships: The Global Approach
Callie shared an intriguing example of Coop’s partnership in global procurement. Collaborating with a business called Fine Seat, they’ve been able to streamline the sourcing of materials like furniture from countries such as Turkey and China. This approach has allowed them to maintain competitive price points without compromising on quality.
For a business to thrive in the competitive hospitality space, Callie emphasized the importance of offering clients the best possible return on investment. By focusing on procurement strategies that optimize cost efficiency, Coop helps clients create high-quality interiors at a fraction of the usual cost, which is critical for businesses like hotels and restaurants.
5. Design for Behavior: Creating Environments that Influence Interaction
Callie’s passion for understanding how humans respond to spaces underpins his approach to design. He believes that understanding human psychology is essential for creating spaces that meet both functional and emotional needs. For instance, in hospitality, a space’s design influences how long guests stay, how they interact with one another, and how they perceive the brand.
From the height of the tables to the texture of the chairs, every element in a space can be optimized to achieve a desired guest experience. Coop even goes as far as designing spaces based on Dunbar’s Number—a theory that suggests humans can only maintain about 150 stable relationships. This informs how many people should be seated at tables and the overall size of social spaces.
Callie van der Merwe’s approach to hospitality design is a masterclass in how thoughtful, intentional design can transform guest experiences and drive business success. By integrating behavioral design principles and fostering collaborative partnerships, Cooop is creating spaces that not only look beautiful but also enhance the way people feel and interact within them. As hospitality continues to evolve, businesses that prioritize these design principles will stand out in an increasingly competitive market.
For more insights on hospitality design and behavioral influences, be sure to listen to the full episode of the Radical Hospitality podcast, where Callie shares even more valuable strategies for creating exceptional guest experiences.
Connect with Callie van der Merwe:
Website: https://www.cooop.co/
LinkedIn: https://www.linkedin.com/in/callie-van-der-merwe-architect/
In reflecting on our conversation with Callie van der Merwe, there are several key principles that hospitality developers should consider incorporating into their projects. First, understanding the profound impact of behavioral design on guest experiences is critical. Spaces should be intentionally crafted to encourage the desired emotions and interactions—whether through the use of lighting, furniture, or spatial arrangement. Second, incorporating elements that make guests feel comfortable and connected, like curved forms and warm tones, can significantly improve both the atmosphere and the length of stays, positively influencing business outcomes. Lastly, partnering with firms like COOOP in New Zealand, known for their global procurement strategies and innovative design thinking, can add value to hospitality projects. However, for developers in Colorado and surrounding areas, Root Architecture and Development offers a local, expert approach to integrating these same principles, ensuring that your project not only looks beautiful but creates meaningful guest experiences that drive success. Feel free to set up a free consult with me or our team at: calendly.com/zfreeman
Cheers,
Zeke Freeman,
Architect, Principal
ROOT Architecture and Development, LLC
c. 720.498.1925
www.root-ad.com
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