Preserving the Soul in Gastronomy Venues: An Interview with Erhan Sağır on Design and Experience
The success of a gastronomic establishment is shaped not only by the food it offers, but by the entire experience a guest has from the moment they step inside. From restaurants to cafes, bakery concepts to hotel dining areas, lighting, service flow, ingredient selection, and brand storytelling determine how the place will be remembered.
We spoke with interior architect Erhan Sağır about the design process of gastronomic venues, the relationship between brand identity and architecture, ways to preserve the spirit of a place in different locations, and common design mistakes.
"A venue should reflect the character of a brand."
Could you briefly introduce yourself and your architectural approach? What role do gastronomic venues play in your career?
My name is Erhan Sağır. I work in interior architecture and brand-focused space design. For me, a space shouldn't just be aesthetically pleasing; it should also tell a story, evoke an emotion, and reflect the brand's character.
In recent years, restaurant, cafe, bakery, and hotel projects have constituted a significant part of my work. I see gastronomy as one of the most vibrant areas of architecture because people now come to these places not just to eat, but to have a holistic experience. I believe that design should be an integral part of this experience.
When a restaurant project comes to you, what questions do you start the design process with?
I prefer to start the design process not with the question "What will it look like?", but with the question "Why does it exist?".
Why is this brand being established? What should a guest feel when they leave? What differentiates it from its competitors? Why should people come back here a second time?
I believe that a design created without answering these questions cannot go beyond mere decoration. First, it's necessary to understand what the brand wants to say, and then to transform that idea into a spatial experience.
"Before considering what a gastronomic establishment might look like, it's necessary to understand why it exists."
In gastronomic establishments, surgery is just as important as aesthetics.
What is the most important feature that distinguishes restaurant architecture from residential, office, or retail projects?
A restaurant is like a living organism. The kitchen operates, service continues, guests move around; sounds, smells, and light change throughout the day. Therefore, in restaurant design, operation is just as important as aesthetics.
Good restaurant design should facilitate operations in a way that is as inconspicuous as possible. For example, even a poorly planned two-meter service aisle can cause significant time loss for staff if used hundreds of times every day.
For me, good design comes from considering both the guest experience and the team's workflow.
Who should have the final say in restaurant design: the investor, the chef, the brand manager, or the architect?
In fact, none of them should have the final say alone. A good project is born from the collective wisdom of these four parties.
The investor knows the project's financial structure, the chef understands the kitchen's operation, the brand manager knows the target audience and the brand's communication language. The architect's task is to bring all this information together and transform it into a coherent experience.
I believe that an architect's role is less about having the final say and more about striking the right balance between different expectations and needs.
The balance between the chef's personality and the future of the brand.
Bringing the personality of a strong chef to the venue, could this make the brand overly dependent on that chef in the future?
Yes, this can pose a serious risk. The chef can make a significant contribution to shaping the brand's spirit, but shouldn't become the brand itself.
When designing a space, I draw inspiration from the chef's character, but I try to transform that character into a sustainable brand identity. Because even if the chef changes in the future, people need to continue to feel the same brand identity.
Why can't the spirit of the first branch be carried over to the other branches?
Why can't a restaurant, whose first branch was very popular, create the same feeling at its second or third branch?
Because often, the goal is to replicate the decor exactly, not the spirit of the first branch. However, what people love isn't just the decor; what they truly connect with is the atmosphere.
Atmosphere is created by the character of the neighborhood, the staff, the lighting, the music, and the overall experience within the space. Therefore, I believe that successful brands should reinterpret their brand language and experience in different locations, rather than simply replicating their decor.
As a brand grows, how much of its design should be standardized, and how much should be reinterpreted at each location?
My approach is roughly 70 percent brand identity and 30 percent location-specific interpretation.
When you look at the world's leading gastronomy brands, you see a common design language, but no two branches are photocopies of each other. This balance ensures the brand remains recognizable and strong, while also helping it feel a sense of belonging to its location.
"Successful brands don't look the same everywhere; they create the same feeling everywhere."
How should a gastronomic concept be transferred to another country?
When a concept is transferred to another country, should it be localized, or should it uncompromisingly preserve its own cultural identity?
A brand should maintain its own identity but also respect the culture in which it operates. In design, I find it more important to "give the same feeling" rather than "make the same copy."
Materials, artwork, or design details may change; local touches may be added to the project. However, the core character of the brand must be preserved beneath all these changes.
What differences do you observe in terms of investor expectations and guest behavior in gastronomy projects in Türkiye and abroad?
In Türkiye, I see that most investors expect a faster return on their investment. Abroad, however, brand value and long-term sustainability are more important considerations.
On the guest side, I think a common expectation has emerged in many parts of the world: good food alone is no longer enough. People are looking for experiences they can share, remember, and want to relive.
What makes a gastronomic establishment long-lasting?
Which will last longer: an average establishment serving excellent food, or a perfectly designed restaurant serving average food?
It's impossible to explain this with a single factor. On the first visit, the design draws people in. On the second visit, the food brings them back. And on the third visit, the service and experience create a loyal customer.
Building a long-lasting brand requires strong elements in design, food, service, and the overall experience. I don't believe one element can compensate for the shortcomings of another in the long run.
Why do some restaurants become the talk of the town for the first six months and then are forgotten? How much of this short lifespan is due to design?
One of the main reasons for this is that some projects are built more on first impressions and social media visibility than on a real experience. Once the initial impact of the photograph wears off, only the real experience remains.
Good design shouldn't just impress at first glance; it should allow you to discover new details with each visit. I believe a place should continue to evoke a sense of belonging over time.
“On the first visit, the design draws people in. On the second visit, the food brings them back. On the third visit, the service and experience create a loyal customer.”
Why do hotel restaurants struggle to become independent gastronomic destinations?
Can architecture alone change the perception of hotel restaurants?
No, architecture alone cannot achieve this, but it can provide a very strong starting point.
Many hotel restaurants are still perceived as an extension of the hotel. However, guests from outside should be able to say, "I'm going to this restaurant, not the hotel."
For this to happen, the architecture, the cuisine, the service, the brand communication, and the overall experience all need to move towards the same goal.
How are rising costs affecting the design of gastronomic establishments?
When the budget is tight, which areas absolutely must not be compromised?
Today, budget is discussed more than ever in gastronomy investments. However, what I still believe most is this: proper planning is more valuable than expensive ingredients.
I believe that when the budget is tight, there are three main areas where compromises should not be made:
Kitchen and operations planning
Lighting
The quality of materials used on the surfaces that come into contact
A guest may not know the origin of the marble used, but they can certainly sense the quality of the doorknob. Surfaces that people directly touch strongly influence the overall perception of a space's quality.
Creating a Unique Identity Instead of Copying
What investor approach might cause you to reject a restaurant project?
"Just make sure it resembles a similar restaurant."
When I hear that sentence, I stop and re-evaluate the project. Because for me, design isn't just about copying an existing and successful example. I believe every brand should have its own story and way of expressing itself.
I want the space I design to retain its identity not only on the day it opens, but also for years to come.
The gastronomic experience he wanted to design
Is there a gastronomy concept you'd like to design but haven't had the chance to yet?
I would like to design an international destination project that is completely integrated with nature and brings together gastronomy with art and design.
I envision a place where people will visit not just to eat, but to have a layered experience, like visiting an exhibition. Perhaps a restaurant that changes completely at different times of the day, a living and transforming place…
This idea has excited me for a long time.
Final question: Can a gastronomy brand preserve the spirit of the place as it grows?
Absolutely, it can preserve those features. However, this doesn't mean moving the same chair, the same lamp, or the same wall color to every location.
The key elements that preserve the soul of a place are its design language, service philosophy, brand culture, and the feelings people experience there. Successful gastronomic brands are not those that try to look the same everywhere; they are those that can evoke the same feeling wherever they are.
That's exactly what I aim for in every project I design. Because the purpose of good design isn't just to look beautiful; it's to leave an experience that people will remember and want to relive years later.
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