How smart design turns a business into a destination

Walk into a restaurant, an office, or a lounge, and before you've consciously registered why, your mood has already shifted. You're feeling energized and alert, or relaxed and dreamy. That's the power of design. For any owner planning a buildout or a refresh, mood belongs in the plan from day one, alongside the floor plan and the budget.

That's the idea behind what's often called a "third space" — somewhere that isn't home and isn't the office, but invites people to linger, and to return.

And a third space isn't only a physical destination anymore. Nowadays, customers and clients often form their first impression of a room through social media before visiting in person. That emotional connection is what sets a business apart. But getting it right takes intention.

"We really want people to walk into a space and be inspired by it, but also feel the functionality of it," says Michelle Foss, general manager of business sales for Crate and Barrel Holdings.

Through CBH Contract, the company's business sales team, that philosophy comes to life everywhere from restaurants to airport lounges and artist dressing rooms.

Building a mood

Every space sends a message, whether a business plans it or not. The goal, Foss says, is to make sure that message actually matches the brand behind it.

"If they're trying to bring a warm feeling to their brand, the space should feel comfortable and warm," she says. "If they're trying to bring a kind of modern edge, what's that edgier space or that darker, moodier feeling that we can bring through?"

That thinking goes beyond aesthetics to how a room functions for the people using it. Foss points to a dressing room built for a touring artist: They need functional furniture that won't mess up a complicated costume, privacy for quick changes, and enough space for meet-and-greets with family and friends.

Or consider an airport lounge, where the same seat might need to work for someone on a laptop, someone catching up with a travel companion, and someone trying to decompress before a flight. Third spaces often serve multiple purposes, and design needs to hold up.

When furniture does the heavy lifting

Furniture also has to work for a business's full range of customers. Families are a good example: Foss and her team make sure pieces can withstand sticky hands while still appealing to parents. Other businesses need furniture that's as flexible as the space itself. For example, a storefront that doubles as an event venue on some nights needs pieces that anchor the room day-to-day but can be reconfigured for a cocktail party or a speaker series.

3D renderings help owners see all of this before a single piece arrives. "That 3D really brings the space to life and really shows you what fits and what doesn't fit," Foss says. Renderings also help catch practical considerations, like ADA compliance, that can be easy to overlook when working from blueprints alone.

Partnership to bring the entire vision together

Many owners assume a polished interior requires bringing a designer on board. But with CBH Contract, the design work, including renderings, mood boards, styling, and a dedicated rep, is complimentary. That changes the equation for many owners.

It also ensures the space feels intentional, right down to the walls.

"Styling is super important too," Foss says. "What are the extra decor pieces that go into a space? What's the wall art?" CBH Contract can produce custom paintings, photography, and framing to match the space, all with quick turnaround times.

"Those are the teeny tiny details that really bring the space to life," Foss says. It's the kind of detail that only shows up when a partner has actually taken the time to truly understand the relationship between a business and its customers.

The install also ensures every detail is covered. Foss calls it "golden glove" service: Unpacking, assembling, even peeling the stickers off a restaurant's entire stock of new glassware before opening day. The team will also take away the trash.

Already have a designer? "We want to bring that designer into the family," Foss says, meaning CBH Contract can either lead the project or support an existing design team. Either way, the client will have one account, one team, one point of contact from the first sketch through opening day, so an owner isn't left juggling vendors when a shipment runs late or plans change.

Creating a memorable space doesn't have to mean spending endless time managing vendors or making design decisions alone. It's about finding a partner who understands your brand, your customers, and how thoughtful design brings the two together.

See what CBH Contract can build for your business.

This sponsored post was created by BI Studios with Crate & Barrel Contract.

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