The Lost Art of Design
Driving down the street the other day, I noticed a new Taco Bell going up. Nothing against Taco Bell, but it struck me how every new QSR, Starbucks, or bank seems to come in the same box. A simple rectangle with drive-thru lanes, muted paneling, the same predictable lines. Functional, yes. But inspiring? Not really.
I’ve always been drawn to design. Not just the look of a space, but the way design changes how you feel when you enter it. How the right details invite you to stay a little longer. How a thoughtful choice in lighting, color, or layout can change the energy of the entire room.
Most of our businesses aren’t in flashy, standalone buildings—except for Brown Butter, which lives inside a legendary windmill in Grand Rapids—but we think deeply about design in every space we create. From the way guests move through a class at The Local Epicurean, to the cozy corners at For Crêpe Sake, to the warm tones at Brown Butter, each decision is intentional.
On my office shelf, I keep two books positioned in plain sight: Universal Principles of Design and Universal Methods of Design. They remind me that design isn’t decoration, it’s discipline. And they remind me of the principles that shape how we think about our spaces:
The Aesthetic-Usability Effect. People naturally perceive beautiful things as more usable. When a room feels inviting with warm wood tones, handmade textures or a glow from the bar, it doesn’t just look nice. It feels easy. It feels natural. Guests don’t have to “learn” the space—they simply relax into it.
The Principle of Consistency. A consistent design language creates comfort and clarity. But for us, consistency isn’t sameness. Each of our locations has its own personality, yet they all share a common thread: hospitality through design. You recognize the feeling, even if the details are different.
The Von Restorff Effect. People remember what’s different. That’s why the windmill at Brown Butter will never be forgotten. It’s why a detail on a wall, a custom piece of furniture, or a quirky layout can become the thing guests talk about after they leave.
I think that’s what so many new builds miss. They’re efficient, yes. But they don’t say anything. And to me, a space should always say something.
When I walk through our doors, I want to feel a spark of energy. I want others to feel it too… to have that sense of curiosity, that sense of “this place is special.” Because design isn’t an accessory to a business, it’s a reflection of its soul.
That’s the art I don’t want to lose.
-Mike