Gastronomy has become one of the main reasons for choosing a hotel and a significant source of revenue for the hospitality industry. However, the success of a Food & Beverage (F&B) space begins long before the design process: identifying its target audience, defining its role within the hotel, understanding how it adapts to different times of day, and assessing its ability to attract customers are all fundamental strategic decisions.
Led by Alejandra Ansón, co-founder of Ansón + Bonet, this workshop proposes reversing the usual process: define the strategy first, then design the space.
The session will begin with a theoretical introduction exploring the role of F&B across different hotel typologies, the most common mistakes, and the key considerations for developing gastronomic concepts that align with each property's identity and positioning.
During the practical session, participants will work in small groups to develop an F&B concept tailored to a specific hotel typology. Starting with the strategy, they will define the overall spatial layout using colour-coded blocks and select an aesthetic direction from a range of options. Finally, each group will present its proposal, which Alejandra will review and discuss during a collective feedback session.
