Episode 43: Designing Restaurants That Stand Out – A Chat with Afroditi Krassa
Posted by Emma on 10th Feb 2020
Design is often overlooked in hospitality, yet it plays a crucial role in shaping the customer experience. In Episode 43 of The Ceres Podcast, host Stelios welcomes Afroditi Krassa, a renowned designer whose portfolio includes iconic brands like Pret A Manger, ITSU, Dishoom, and Gordon Ramsay’s restaurants. Their conversation explores the fascinating intersection of creativity, business strategy, and human psychology in hospitality design.
The Journey of a Visionary Designer
Afroditi’s story is about passion, determination, and an unrelenting pursuit of excellence. Raised in Greece and trained in London, she carved out a unique space in the design world, becoming the first female designer at the prestigious Seymour Powell agency before founding her studio. Her breakthrough moment came when Julian Metcalfe, the founder of Pret A Manger, invited her to lead the creative direction for a new concept—ITSU. That opportunity launched her deep into the world of hospitality design, where she has since shaped some of the most recognisable food and beverage spaces.
Beyond Aesthetics: The Science of Hospitality Design
Many assume that restaurant and hotel design is purely about aesthetics, but Afroditi reveals that it is much more. From psychological cues that affect how customers interact with a space to the strategic placement of kitchens and dining areas, every detail contributes to the overall experience. She explains how lighting, layout, and even chair sizes vary across different cultures and regions—what works in London may not work in Germany or the U.S.
The conversation also touches on the growing trend of open kitchens. Customers today seek transparency and engagement with their dining experience, making design an essential tool in fostering trust between the brand and its audience.
The Challenge of Innovation in Hospitality
One of the most compelling parts of the episode is the discussion about innovation. Afroditi highlights the stark difference between independent restaurants and large chains in terms of creativity. While independent operators are often at the forefront of new ideas, larger chains struggle with bureaucracy and risk aversion. Stelios and Afroditi discuss how brands like Pret A Manger and McDonald’s have evolved, adapting to changing consumer expectations through strategic design shifts rather than drastic overhauls.
Sustainability & the Future of Design
Sustainability is no longer a niche concern—it’s a necessity. Afroditi explains how responsible design choices, from energy-efficient kitchens to locally sourced materials, can significantly impact a restaurant’s footprint. Even subtle changes, such as reducing packaging waste or optimising lighting systems, contribute to long-term sustainability goals.
Balancing Functionality and Creativity
One of the most thought-provoking aspects of the conversation is how design balances form and function. While some see design as purely about looks, Afroditi argues it’s about problem-solving. She shares how thoughtful design choices can improve efficiency, reduce labour costs, and enhance the dining experience.
Why This Episode is a Must-Listen
Whether you’re a restaurateur, designer, or just someone who appreciates a well-crafted space, this episode offers profound insights into the hidden mechanics of hospitality. Afroditi’s experience and candid storytelling make this a compelling listen, highlighting the strategic thinking behind world-class hospitality environments.
Listen to Episode 43 of The Ceres Podcast on your favourite podcast platform to hear the entire conversation.