Wallcoverings are a powerful element that can be easily overlooked, as interior restaurant designs tend to focus more on furniture, floors and lighting. Historically, wallcoverings blended into the overall design, but today walls act more as a canvas or art installation.
In foodservice operations, wallcoverings are an easy way to shape the guest experience and communicate brand identity through texture, patterns and color.
There are still walls designed to fade into the periphery by using a neutral color. However, those having texture, embossment or a metallic effect can add some depth and increased interest.
Operators can coordinate the walls to produce different effects. For instance, monotone patterns that use matte and high gloss of the same color can create a visual texture. Walls meant to be the focus would use a brighter or richer color or a bolder pattern. To make a brand statement, walls can bring in the brand color palette or incorporate a specific graphic or mural. Different wallcovering applications can be used to designate zones within a space or to create different experiences throughout a restaurant. An entry or bathroom may include bright and inviting colors, while in a formal space wallcoverings might be more understated. Different wallcoverings can also be used to guide people through a space subtly without using signage.
What’s Trending
In the past, wallcoverings in foodservice spaces were generally more inconspicuous with
small patterns and neutral colors, but
now bold designs, stronger color palettes and full room coverage are more common.
This includes fun, kitschy, refined and abstract wallcovering patterns that were not common 20 years ago.
With custom printing capabilities, it’s become acceptable to put almost anything on a wall, which allows foodservice operations to customize spaces with unique and innovative designs and brand messaging.
There is also more flexibility with today’s wallcoverings. Those who like a more traditional pattern can adjust the scale or color. This allows for customization to set a wallcovering apart.
With technological advancements, the sky is the limit with wallcovering designs.
Inspiring Elements
Wallcovering patterns can be inspired by natural forms, organic textures or architectural details within a space. Ideas also can be drawn from existing art, textile patterns or historic pattern motifs. Current trends in fashion and technology also tend to influence what is available in the market and what people want to be surrounded by in a space.
In the restaurant and hospitality segments, much inspiration is driven by the material selections. It is more common to have a balance between sustainability and natural aesthetics. This has driven more warm, natural and earth tones.
On the flip side are wallcoverings with bold and large format patterns with a lot of texture. Large format graphics that are artistic in nature and customization can create unique vibes in a space to set it apart.
Segment Types
The specific restaurant segments can in and of themselves influence wallcovering designs. Quick-service concepts tend to create a more heavily branded environment to get a message across, since customers are not spending as much time in the space. For this reason, specific branding cues like logos may take priority in the wallcovering design. However, these operations also have lower check averages, so design budgets can be more limited. Also, quick-service spaces with high-volume traffic may lean more heavily into wallcoverings that are easily cleaned and maintained.
Fine dining, where the focus is on elevating the space, tends to have higher design budgets, and these operators are less concerned about cleanability and durability. In these designs, the focus is on the aesthetic. Higher end restaurants also tend to veer more toward sustainable and natural wallcovering materials, such as stone, wood and woven textiles.
Along with the segment, furnishings can influence wallcovering designs. It’s important that walls complement tables, chairs and banquettes, rather than fight for the attention. Colors and patterns don’t necessarily need to match seating as in the past, but the goal should be to create a harmonious blend.
Location-Based Influences
Different locations and markets can have direct influences on wallcovering. Some cities, like Miami, are anomalies with specific trends, such as bold designs and color palettes. In the Pacific Northwest, sustainable materials are more commonplace. Suburban restaurants in middle America tend to play it safe with wallcovering design influences as compared to urban settings that try to set themselves apart from the competition. This may be by customizing designs or incorporating the talents of local artists, which helps the operation better tie into the location.
A location’s temperature also can influence what wallcovering will work best. Areas where humidity and moisture are prevalent require a breathable wallcovering as opposed to vinyl, which seals in moisture.
Further Considerations
In the restaurant segment, menus are another aspect that can influence wallcovering designs. Higher end menus where food is the focus could incorporate wallcoverings with more natural materials like wood, subtle textures, metallics and colors that blend walls into the background. Fusion food offerings may warrant a mix and match of materials. Mexican fare can accommodate bright colors and daring patterns. Southeast Asian food that is vibrant and colorful with bold flavors also may warrant brighter colored walls.
It’s important to be current with color palettes. For example, while steakhouses traditionally had a formula with dark colors and mahogany furnishings, this has morphed into bright colors and a fresher look.
Accent lighting, color changing lighting and windows impact the appearance of most wallcoverings. Looking at how walls look in the transition from morning to afternoon and into evening needs to be considered.
When considering design, it’s important to remember that every opportunity is an Instagrammable moment, and often wallcoverings are a backdrop for a space. This is happening not just in bars, but also in private dining and even in hostess areas. People are looking for a backdrop that sets off and creates the tone a restaurant speaks to. Those that can capture the imagination of customers will spark conversations and drive people in. Wallcoverings have been known to prompt people to line up for photos that incorporate iconic wallcoverings that ID a restaurant. This lets social media followers of restaurant patrons know they were there.
Wallcoverings are offering more variety now than just a few years ago, expanding possibilities and promoting unique experiences. The speed in which visual information travels is fast, and people today want to be wowed by spaces. This puts the pressure on restaurant operators to incorporate wallcoverings most effectively into the design. +
With technological advancements, the sky is the limit with wallcovering designs.
Design Do’s and Don’ts
Conducting a concept study at the beginning of the design process helps guide the space’s overall look.
A heavily branded environment may warrant branded graphic wallcoverings, such as a tone on tone pattern of small, repeated logo elements, the use of patterns that exist within the brand standards or a custom pattern with a subtle nod to branding with a logo shape or other brand element.
Depending on the space’s intended longevity, it may be preferable to not be too trendy with wallcovering designs. However, this is typically easy to update.
Class A, Type II vinyl wallcovering is best for durability, cleanability and life safety code requirement.
Class A provides the lowest flame spread and smoke development properties for life safety.
Type II provides higher abrasion and impact resistance and is overall stronger than a paper or woven wallcovering for less maintenance and longer lifespan.
PVC free wallcoverings provide the same properties as vinyl but with a lower environmental impact than vinyl.
