What feels clear is that wellness is no longer sitting outside hospitality. It is starting to shape how people socialise, travel and choose where to spend their time and money. The venues best placed to benefit will be the ones that understand what going out can mean now.

The brands that perform well in the US tend to have a strong grasp of their own DNA. They know what is fundamental to their concept and what can be adapted thoughtfully to suit a new market, a different building type and different guest expectations.

Layout is the invisible design that holds everything together. Before finishes are selected, before all the fun stuff, the floor plan needs to work. Here are the ten principles we apply to every project.