Why "Beautiful" Isn’t Enough: Designing Hospitality People Come Back To - Craig Stanghetta, Ste Marie
In this episode, we're learning from Craig Stanghetta, Founder and Creative Director of Ste Marie, to explore why the most successful hospitality concepts are designed around emotion rather than just aesthetics. Drawing on his background in theatre, Craig shares how story, risk, and a balance of comfort and wonder shape spaces guests actually return to. He also shares what emotional design looks like in an increasingly AI-driven world and why human connection remains hospitality's most durabl...
In this episode, we're learning from Craig Stanghetta, Founder and Creative Director of Ste Marie, to explore why the most successful hospitality concepts are designed around emotion rather than just aesthetics. Drawing on his background in theatre, Craig shares how story, risk, and a balance of comfort and wonder shape spaces guests actually return to. He also shares what emotional design looks like in an increasingly AI-driven world and why human connection remains hospitality's most durable advantage.
Want more?
- Listen to Craig's interview on Hospitality Design
- Check out Craig's work on Instagram or the Ste Marie website
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Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands
00:00 - Intro
02:51 - Growing Up in a Family Hotel
06:14 - Following Emotion Into a Creative Career
07:59 - The First Restaurant That Changed Everything
08:24 - Why Story Matters More Than Style
09:20 - Designing for Wonder and Escape
11:24 - Balancing Grit and Beauty
13:47 - What Theatre Teaches Hospitality
16:31 - Empathy as a Design Tool
19:19 - Designing Spaces That Feel Alive
22:19 - Where to Remove Risk—and Where to Add It
23:54 - Emotion Is Good Business
25:39 - Hospitality in an AI-Driven World
30:09 - Designing from Story and Place
35:13 - Designing with the Market in Mind
35:59 - What Being an Owner Changed About His Work
37:59 - Leading Creative Teams
44:11 - Social Wellness and the Future of Hospitality
