Design so powerful it changed the National Trust’s thinking
There were internal and external imperatives here. Externally, we were charged with boosting existing revenue streams, discovering new ones and creating a successful destination café based on local produce. But internally, we were also keen to radically change perceptions of interior design within the organisation.
We brought all design elements together, changing each one and so transforming the whole thing. We introduced new layout and service style, renewed the interior design and redefined visual merchandising. The on-site ‘farm shop’ was developed and that, added to the rest, resulted in a completely changed and enhanced customer experience.
In raw numbers, private bookings rose by 300% in two years and, immediately following the refurbishment, there was a 10% increase in spend per head. More broadly, the stated internal aim was also met: the National Trust was prompted by this project to re-evaluate the importance of great design in their restaurants and cafés.