Why Hospitality Design Is Really About Trust

A restaurant isn't a dining room. It's a system of signals that tell you everything before the menu arrives.

When you walk into Acre for the first time, you know exactly what kind of meal you're about to have — before you sit down, before you see a menu. The raw brick says honest. The communal table says shared. The open kitchen says nothing to hide. These aren't aesthetic choices. They're trust signals. Hospitality design is the art of making people feel comfortable spending money on an experience they haven't had yet. Every material, every sightline, every piece of furniture is either building or eroding trust.

This is the kind of thinking that underpins every FORM project. Not decoration — intention. Not style — response. Each decision is made in conversation with the project's site, brief, and materials. The result is work that feels specific, grounded, and genuinely considered.

We'll continue to share more of our thinking here. If you're interested in how design decisions get made — not just what they look like — this is the right place.