🍽️ More Than Just “Eating” — Space Creates the Experience

People visit restaurants for many reasons, but rarely is it “just to satisfy hunger.” “Who” you eat with, “where” you eat, and “in what kind of atmosphere” significantly influence the quality of the experience. In this sense, the “atmosphere (ambiance)” is just as important as the taste of the food.

🏛️ Ambiance Defines the “Experience”: Two Case Studies

Let’s look at two distinct examples.

🔹 Case 1: Italian Restaurant with Red and Gold Tones
With subdued lighting and classic interiors, the space creates a sense of slight tension mixed with excitement. The red and gold color scheme evokes a classical Italian sense of luxury, making it a popular choice for “special occasions” or “important business dinners.” The clientele mainly consists of couples in their 30s and older, or business professionals.

🔹 Case 2: Japanese Restaurant Flying “Carp Streamers”
The exterior and interior are scattered with “Japanese elements,” creating a symbolic Japanese style. Items like carp streamers (Koinobori), wooden signs, and raised tatami seating give a “somewhat nostalgic” and “approachable” impression. For locals, it has established itself as a place that is “a bit unique” yet “relaxing,” attracting many repeat customers.

🔍 Why Do Two Completely Different Atmospheres Both Succeed?

The answer lies in the fact that what people seek in an experience differs.

In the former, the desire for “the extraordinary” is fulfilled.
In the latter, a sense of “familiarity” and “comfort” is obtained.

In other words, atmosphere can be seen as a staging device that determines “how the food remains in one’s memory.”

要素	事例① イタリアン (Italian)	事例② 日本料理店 (Japanese)
色彩 (Color)	赤・金 (Red/Gold)	木目・カラフル (Wood/Colorful)
印象 (Impression)	高級感・緊張感 (Luxury)	親しみ・懐かしさ (Familiarity)
価値 (Value)	非日常 (Extraordinary)	安心感 (Comfort)

🧠 Creating Atmosphere is Designing Emotions

It comes down to the details:

Seat arrangement
Tone of staff’s voices
Material of the tableware

These subtle elements are often the reason why customers think, “There’s something nice about this place.”

📌 To be continued…