In order to begin crafting a design experience the drives the desired guest behavior, we take a deep dive into the goals and needs of the project at a very detailed level. We conduct exhaustive research on everything from how the space will be used, to traffic flows, to operational functions, to competitive analysis and use all of it to develop design drivers for the project that support a compelling design narrative and deliver the most engaging guest experience. This phase of the project provides you with the big design ideas, functional solutions, space plans, and preliminary color palette.