Theme and experience in restaurant design: A theory

Ruhama Joanne Simpson

Within the past fifteen years, the United States of America has seen an increasing number of examples of what has become known as "theme" and "entertainment" design within a new "experience economy" (Pine & Gilmore, 1999). As stated by Ada Louise Huxtable, more people "prefer to seek entertainment and escape from the disturbing or humdrum aspects of urban and suburban life." With the apparent desire for amusement and experiences among the American population, "theme" and "entertainment" design have "become a dominant factor influencing design and real estate development decisions...It is reshaping our expectations of what places can do for people" (Beck, 1999). The expansion of these design concepts are a remarkable and apparent design direction that warrants investigation and understanding. Theme and experiential entertainment design are often seen as very similar areas and are both loosely defined. However, these two areas of design are becoming two different types of experiences. What differentiates "theme" and "experiential entertainment" design and what design definitions and attributes encompass them? This thesis investigates the concept and definition of "theme" and "experiential entertainment" design, their components and attributes in present applications. A literature review of past and present applications provides insight into the historical use and purpose of entertainment environments, the theoretical emergence of theme and entertainment design, and the psychological role of these two areas in historical and modern day societies. Ten physical case studies along with the analysis of published case studies provide an understanding of the spectrum from self-referential to theme to experiential entertainment restaurant design. These case studies provide insight into the design methodologies of theme and experiential entertainment type spaces. The result of this research is a compilation of an overall knowledge base and a theory explaining the difference between "theme" and "experiential entertainment" design for future designers and pursuers of entertainment environments. The overall knowledge base provides information about the history of entertainment environments into modern day "theme" and "experiential entertainment" design along with a theoretical background. The theory proposes to provide an explanation of the relationship between self-referential, theme and experiential entertainment restaurant design in 21st Century North America.

Theme and experience in restaurant design: A theory

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