Endetail

By day, it’s a garden. By night, it’s a stage.

Meet Suparnin in Guangzhou, China, the restaurant that won Best Overall at the 2025 Restaurant & Bar Design Awards (the world’s most prestigious hospitality design competition).

But what makes this project award winning is how the space changes. Designed by RMA, the restaurant shifts from a bright, open dining space during the day into something theatrical at night.

An open-concept kitchen, sculpted banquettes, rotating panels, and layered lighting create an atmosphere that shifts from airy dining room to moody bar.

This is a trend we believe is here to stay - some of the most interesting hospitality spaces right now aren’t built around a single experience, especially as retail, dining, entertainment, and hospitality overlap more and more.

Retail. Dining. Hospitality. The lines keep blurring, and some of the most exciting work is happening right at the intersection.

Read more about this stellar space at https://www.tatlerasia.com/homes/architecture-design/stunning-dining-spaces-restaurant-bar-design-awards-2025.

Photos via Tatlerasia.com and .

Stranger Things have definitely happened in retail… but Netflix House may be the most interesting one yet.

In late 2025, Netflix transformed 100,000 square feet of former department store space into an entertainment universe. With two locations at King of Prussia Mall in Pennsylvania and Galleria Dallas in Texas, this space is a permanent entertainment destination built around the power of story-telling and fan engagement. (Netflix recently announced a third location is planned for Las Vegas in 2027!)

From immersive game rooms and themed food experiences to VR, mini golf, exclusive merchandise, and screening theaters, every element is designed to pull visitors deeper into the worlds they already know and love. Even more importantly, the experiences rotate and evolve regularly, giving fans a reason to come back and reconnect again and again.

What’s interesting is so much more than the experience itself, it’s what it says about where retail is headed.

Netflix has reimagined a traditional brick and mortar space not simply as a place to sell products, but as a way to keep people engaged with the brand well beyond the screen.

Learn more about the Netflix House experience at https://www.gensler.com/projects/netflix-house.

Photos via Gensler.com.

An afternoon at Maison diptyque on New Bond Street, London feels less like shopping and more like stepping into someone’s beautifully lived-in world. Like afternoon tea in a cozy British home, every room invites you to slow down, explore, and stay awhile.

Spread across three floors of a Georgian townhouse in Mayfair, the space was designed like the home of a Parisian art lover.

Complete with a fragrance library, bathing salon with a copper tub, candle customization studio, craft table for workshops, and rotating gallery spaces that evolve throughout the year.

Every detail reflects the brand’s world so completely that the customer becomes part of the story the moment they walk through the door.

This is the difference between simply displaying products and designing an experience people want to return to.

In a world where anything can be ordered with a click, the stores that stand out are the ones worth stepping into.

📍 Maison Diptyque, 107 New Bond Street, London

The future of retail isn’t more product. It’s more feeling. Ready to design a space people want to step into? → endetail.com

Learn more when you visit https://www.elledecoration.co.uk/lifestyle-culture/a61956430/diptyque-london-maison/.