F&B Design is Seduction: Crafting Unforgettable Restaurant Experiences

“We’re not in the hospitality business. We’re in the seduction business.”

That’s how Olya Sundukova (S+S Studio) opened the electrifying talk at INDEX Design Talks 2025, captivating every attendee. In the world of F&B design, restaurants aren’t just about food—they’re about emotion, storytelling, and sensory seduction.

Fantasy Meets Function: The S+S Design Philosophy

Great F&B design balances fantasy and function:

Flow & Practicality – A stunning marble bar means nothing if staff can’t navigate it.
Tactile Luxury – Wood with scars, clay with fingerprints, brass that ages with character.
Choreographed Encounters – Every glance, brush, and lingering drink is scripted.

“We dream big—then engineer the hell out of it.”

Branding is the Cake, Not the Cherry

A restaurant’s branding isn’t a logo—it’s the DNA of the space. Weak concepts fail, no matter how luxurious.

Avoid: Cold lighting, overdesign, generic airport-lounge aesthetics.
Embrace: Bold narratives, emotional triggers, and spaces that breathe.

Inspiration is Everywhere

From a Berlin stocking to a Tokyo teapot, real design inspiration strikes unexpectedly.

Ready to seduce your guests? Let S+S Studio (Sundukovy Sisters) transform your space into an unforgettable sensory journey.