DINING
Test of Time As Wimberly Interiors launches a dedicated F&B studio, Creative Director Damien Follone reveals how to trump trends with timeless, immersive design. Words: Abby Lowe • Photography: © Amedophis Photography (unless otherwise stated)
O
nline information saturation is rife
laughs. “Designing a restaurant is very different to
for today’s guest, and one way to
designing a guestroom and that’s what we celebrate.”
create projects that resonate in
Indeed, for Follone, the challenge of creating
real life is to provide an antidote
a beautiful venue that also doubles as a thriving
to the constant noise with visceral
functional space is the intersection where his interest
touchpoints that engage every
in design piques. “It’s problem-solving, first and
sense, rooting them in the here and now. It’s a tactic
foremost,” he explains. “And that’s especially true
that Damien Follone, Creative Director at Wimberly
of restaurants and bars because they have to generate
Interiors, part of WATG, has honed to a tee after
revenue. To do so, many different components need
decades working in the industry. “Our memories are
to come together – from the brand to the food, the
made through the senses, and so good F&B has to
music and the lighting.”
encompass all of them,” the Sydney-born, London-
Strong storytelling forms the foundations that
based designer explains. “That’s how you create
underpin each of these elements, Follone notes, with
atmosphere, establish a reputation for the venue, and
the creation of a distinct personality, an impactful
in turn, drive loyalty and revenue.”
food and drink concept and a deep understanding
Insights like these are central to the design firm’s
of the guest profile all essential in establishing a
philosophy, which has been in operation for 15 years,
project’s DNA right from the beginning. “If you put a
recently launching a dedicated F&B studio. Helmed
solid framework in place, it informs everything from
by Follone and an international squad of passionate
thereon,” he says. “It influences the layout, the size
F&B specialists, the team works alongside Wimberly
of the tables and how close together they are, even
Interiors design division, allowing them access to
the style of music that’s being played. Every project
the nuts and bolts of a project while simultaneously
is unique and we approach each decision with a real
offering tailored expertise. “We are a dedicated bunch
sense of care.”
who lives and breathes F&B – the type of people who
Citing the additional importance of leaning into
pick up every plate when we’re out at dinner,” he
ritual to enhance a project’s emotional imprint,
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