You may well have heard the term ‘narrative’ used about design, particularly within the sphere of hospitality spaces such as restaurants. It’s an idea that has become wide-spread, although many clients may not fully understand what it means.
In simple terms, it describes a story that will inspire the design of a space. Many years ago, this might have been called a ‘theme’ - although designers who employ a narrative will be quick to tell you ‘theming’ is an entirely superficial exercise, whereas ‘narrative’ is an altogether more meaningful approach.
An example of a theme might be a restaurant themed around a railway station. You’ll see old station signs hanging on the wall, perhaps some of those lovely promotional railway posters from yesteryear. The style of light fittings might be old-fashioned enamel, the kind you could imagine seeing in an old railway station. You get the idea. What it is is clear for all to see, a literal representation.
A narrative, on the other hand, is a far more ephemeral affair - it may not be immediately obvious what it is based upon, in some instances you may not even be aware of its existence - unless someone tells you, of course. The correct use of a narrative is ‘a creative tool for the generation of original ideas’. This can be subtle, or overt - but the key difference is a narrative does not aim to ‘replicate’ something that existed before, but rather create something new and original, whilst using a familiar idea as the starting point.
A great example of the use of narrative is the fashion designer Alexander McQueen. He was a pioneer, creating new silhouettes and pushing the boundaries of what fashion can be.
Each of his collections was based on a narrative (some of them were quite gruesome) - these narratives helped him to generate ideas he simply would not have done without it. But to the end customer, when looking at a piece of clothing, whilst you might understand certain visual clues (such as the use of tartan for, a collection inspired by English violence towards Scotland, specifically the Jacobite risings and Highland Clearances) - you would have no clue as to the specifics of the originating story.
A good Faber example of this is Legacy, the fine-dining restaurant within The Grand, a five-star hotel in York. Given this name because the narrative explored the idea of pioneering individuals, inspired by the hotel building itself - originally built as the headquarters of the Great Northern Railway company.
The obvious route would have been the railway-inspired restaurant. The narrative approach explores the idea of the impact determined individuals can have on our world. We consider the architect of the building, William Bell; and Gertrude Bell, who was not only a political activist but also a highly accomplished archaeologist. We cast our conceptual net further, and use what we find to trigger ideas for finishes, details and features within the space.
As a diner, you have no idea of any of this by simply being in the space. But you will see things that evoke a feeling, a sense of something - by using visual references that you may recognise, but not typically within this context. In this way, we are connecting with your memories, with your emotions.
In the case of Legacy, the staff will tell you about this narrative - because it ties in with their own story, the ‘new occupants’ of this space looking to make their own mark on the city. Whilst it is by no means necessary, there is a benefit if the narrative is directly related to the building, the place or the history of the location - it can provide an additional element of relevance and meaning to the experience.
The purpose of a narrative in design is two-fold - to create something new and original, and to connect with users of the space on a deeper, emotional level. The content of the story provides the trigger for original thinking, whilst the use of familiar visual references connects with our memories. The experience of the space feels authentic, has meaning and ultimately creates an experience that guests will remember.
View Legacy at The Grand
