Read at Itsnicethat
Designers and studios are branching out into opening tangible, in-person spaces in addition to their digital work. These spaces range from motels to mini-markets and coffee roasters. The shift represents a change in focus from serving business owners as clients to directly catering to the end customer. Designers excel at engaging in meaningful dialogue with individuals or groups and crafting solutions that fulfill their needs. In-person spaces allow designers to provide services and tangible products to customers.
Because, when you scrape away the aesthetics, commercial design is a hospitality business.