Every project has a different cataylst. The foundation could be based on a narrative; allowing fiction to drive reality. Perhaps the space is invitation for the public to enter into a philosophical discussion. And of course, there will always be space where an overriding need drives the concept. The books created for each of the projects above communicate the various methods which drove their realization.
When you approach design as a story teller, you add resonance and a sense of discovery. Holistic design offers a rich engagement by tying together various design disciplines to ensure cohesion. This extends beyond the interiors reinforcing the logo; it includes printed matter, furniture and products.
When opting to create a narrative, one imbue's a space with a "plot," turning patrons into participants. When the story is informed by key brand tenets and encourages active engagement, consumer loyalty is fostered. The experience of connecting to a well-designed space not only contributes to our self-narrative, becoming something we identify with, but it is also something we share with others.
Design is emotive; it fosters connections not just between people and a place, but also between those that have been to a space before and those that will follow.