Should we be designing for TikTok?

As an aside, should the ultimate goal really be to have everyone filming or photographing themselves, or is it to make them forget about that completely and just enjoy the moment?

Anyway, it used to be about creating experiences that people, guests, enjoy to the extent that it actually remains in their memory. Those are probably the moments we would then tell our family and friends about, as something truly meaningful to us – or write about if we or journalists are so inclined.

Sharing on social media is exactly the same thing – just in a different medium and more instantaneous. But it also means what is hot now goes cold very, very quickly –which is the last thing a hotel that took five or more years to complete will want.

So it goes back to the very same thing it has always been about: creating spaces, places and experiences that resonate with audiences, whether they just enjoy the food or take a picture of it.

If we succeed in this, we capture our audience and entice them to share in whatever way they like.

So maybe we should stop worrying about the particular platform and concentrate on doing what we do best, creating good, meaningful and inspirational design. The rest will follow, it always does.

t I na n or D en is a principal and co-owner at conran anD partners