At G+A, our commitment to creating exceptional experiences is at the forefront of everything we do. That’s why we’ve developed a unique approach to event design that centers on feelings, which we call the Feelings-Led Framework. This approach is a game-changer in the industry, allowing us to transform ineffective analytics-led, tactics-centric brand or event planning approaches into successful experiences that leave guests wanting more.
Our latest project, Winnie & Ethel’s Downtown Diner, is a prime example of how our Feelings-Led Framework works in practice. We were tasked with designing, planning, and producing a connected, end-to-end event and interior experience for the $1M award-winning concept. Our team approached the project with a deep understanding of the feelings that a great diner should evoke. We envisioned a space that would take guests back in time to the classic diners of the 1940s while still feeling fresh and modern.
We knew that a successful diner experience had to be more than just good food and a cool design. It had to be welcoming, warm, and inviting. It had to make guests feel like they were part of something special. To achieve this, our team of designers, planners, and producers worked together to bring our vision to life.
First, we focused on the physical space of the diner. We designed a layout that encouraged socializing and conversation. We added cozy booths, an open kitchen area, and bar seating to create a sense of community. We used bright colors, retro signage, and vintage decor to transport guests to another era while still feeling contemporary and fresh.
Next, we focused on the food and drink experience. We knew that people love diner food, but we wanted to take it to the next level. Working with Chef Aaron Lee’s classic diner dishes with a modern twist, we focused on presentation (online and at the table) that would delight diners.
Third, we designed a series of events that capitalized on the feeling of nostalgia and community that we had created. We organized intimate and open-to-the-public style pop-up dining events, sign-lighting parties, and more, all of which showcased the diner’s unique charm and created a buzz in the community. We also leveraged social media to amplify the buzz, using targeted campaigns to attract new customers and keep them engaged, and ensuring we built strong relationships with the right influencers both online and in real life!
Finally, we executed flawlessly on our vision, bringing everything together into a cohesive and immersive experience. From the moment guests walked through the door, they were transported to another era and immersed in a unique experience they’ll never forget. It wasn’t just a great diner — it was an exceptional experience from beginning to end, all because of our Feelings-Led 4D Framework.
Our design and event planning efforts yielded a $1M restaurant build-out and cemented our status as a top-tier event design firm.
In the end, Winnie & Ethel’s Downtown Diner impressed not just potential patrons but the judges of the Great Las Vegas Coffee Shop Giveaway competition as well. Our design and event planning efforts yielded a $1M restaurant build-out and cemented our status as a top-tier event design firm. We’re proud of our work on this project and know that the Feelings-Led Framework played a crucial role in its success. At G+A, we’ll continue to push the boundaries of experiential design with this forward-thinking approach.