2025 Thailand Tourism Forum: Crafting Narratives

2025 Thailand Tourism Forum: Crafting Narratives in Hospitality and F&B Design

As a studio deeply invested in crafting immersive hospitality and F&B spaces, we couldn’t agree more with the insights shared by Romain Dupuy at the 2025 Thailand Tourism Forum. The role of storytelling in design is not just an abstract concept—it is the foundation of every successful project we undertake. After hearing him and other speakers at the event return back to the importance of the most ancient of art forms, we wanted to reflect on our own process.

Romain Dupuy at the 2025 Thailand Tourism Forum presented by IHG

The Storyteller

From the outset, our approach at LEVELS is rooted in storytelling. Before discussing materials, layouts, or aesthetics, we begin with a narrative. We ask, What experience do we want to create? How should guests feel when they step into this space? Our intentions will dictate every subsequent design decision, ensuring that the final space is more than just visually stunning—it is deeply meaningful.

One of our guiding principles is that great design does not exist in isolation; it must be connected to a purpose. This is why we take inspiration from the cultural, historical, and emotional aspects of a space. During a recent project of ours, we were asked to conceptualise the food and beverage experience for a new Japanese restaurant in Dubai Mall. Working closely with the owners and Executive Chef Marwan Sardouk, we sought to define the essence of the concept.

When we asked Chef Marwan about his specialty, he revealed that he was a master of multiple cuisines—French, Lebanese, Japanese, and Arabic—having trained with some of the world's top culinary talent. This sparked a thought: What does he have in common with a master of martial arts? In Karate, 'KATA' refers to a series of choreographed movements, a disciplined practice of refining techniques through repetition and precision. It was a perfect metaphor for how Marwan and his team approach their craft in the kitchen—constantly honing their skills, blending influences, and executing with precision. This philosophy became the foundation of KATA, creating a dining experience that is both dynamic and deeply rooted in mastery.

KATA: F&B Strategy, Branding and Collateral design by LEVELS

Bringing Spaces to Life

Creating an emotional connection between guests and a space is one of the most challenging and rewarding aspects of our work. Every design element—lighting, materials, furniture, sightlines—contributes to this experience. When the story is authentic, guests intuitively feel it. They are not just dining or staying in a hotel; they are stepping into a carefully crafted world where every detail has purpose.

Several restaurants across Southeast Asia exemplify this storytelling approach. Gaggan Anand in Bangkok, for example, takes diners on a multi-sensory journey through Indian cuisine, using playful plating and progressive gastronomy to tell a story with every dish. Odette in Singapore, named after the chef’s grandmother, weaves a tale of French elegance and familial warmth through its refined interiors and personal culinary narrative. Locavore in Bali is another standout, crafting an immersive farm-to-table experience that deeply connects guests to Indonesia’s local ingredients and culinary heritage.

A project we recently launched in Dubai, OAK, is a testament to how a single idea can shape an entire dining experience. Rooted in the essence of wood, the concept explores its significance across multiple facets of an Asian Woodfire culinary journey. What began as just a name quickly evolved into a fully realized identity, woven into every aspect of the guest experience. From the materials used in the menus, napkins, and coasters to the design of staff uniforms and even custom-crafted shisha pipes, every detail was carefully curated to reinforce the narrative.

Ensuring that a concept extends beyond just food and décor is what transforms a restaurant into an immersive experience. At OAK, every touchpoint—both tangible and sensory—was designed to tell a cohesive story, making guests feel fully immersed in the warmth and authenticity of the wood-fire theme. Thoughtful details like charred wood finishes, a smoky aroma lingering in the air, and tactile elements that bring nature into the space help create a lasting impression. By seamlessly integrating design, storytelling, and sensory cues, we crafted a space where guests don’t just dine—they experience the concept in its fullest form.

OAK: F+B Strategy & Concepts, Branding & Collateral Design and Uniform Design by LEVELS

A Story That Evolves

A great story does not remain static—it grows and adapts. When we design spaces, we embrace the challenge of concepts that will inevitably evolve. The key is to ensure that the story remains the unifying thread. This consistency allows businesses to rebrand, refresh their interiors, and update their menus while staying true to their identity.

The importance of this approach is especially evident in branding and marketing. Whether it’s digital presence, printed collateral, or staff uniforms, every element should reflect the overarching narrative. This ensures that guests experience a cohesive brand story from the moment they engage with the business.

Market Grill - LET-X Integrated Resort: F&B Strategy and Collateral Design by LEVELS

Making your Guest the Protagonist

Ultimately, every hospitality experience is about the guest. When they feel like active participants, they form deeper connections with the space. As always, we consider how to make visitors feel engaged and emotionally invested in their experience. By designing spaces and experiences that allow guests to engage, interact, and even shape the narrative, we ensure that their time in a space is not just memorable but transformative.

The Future of Hospitality Design

As we look ahead, we remain committed to using storytelling as the cornerstone of our design philosophy. It is the difference between a space that is aesthetically pleasing and one that resonates on a profound level. When design is driven by a compelling narrative, it creates not just memorable spaces, but unforgettable experiences.

By integrating storytelling into every project, we ensure that our designs stand the test of time, leaving a lasting impact on guests and setting new benchmarks in the hospitality and F&B industry.

Bars, Restaurants and Concepts panel by the Thailand Tourism Forum