Why are more interior brands hosting dinners instead of traditional press launches? And why are some of today’s most memorable brand moments happening over shared plates rather than press releases?

Across the design and interiors industry, hospitality has become an increasingly popular way for brands to connect and engage with their audiences. From in-house cafés to curated dining concepts, brands are creating spaces where customers, creators, and the media can interact naturally. This shift reflects a broader change in branding itself, moving from mere visibility toward cultural presence. By embedding themselves into everyday rituals like coffee breaks, lunches, and informal gatherings, interior brands are turning hospitality into a long-term communication strategy rather than a temporary campaign. 

At VOCAST, we wanted to explore how brands can leverage this trend to build deeper connections. We had the pleasure of speaking with one of Denmark’s most relevant interior houses, Louise Roe, uncovering the inspiring story behind its in-house café and eatery, The Roe Bar. In our conversation, we gained valuable insights into how consumers crave real experiences and how brands can create meaningful interactions across all touchpoints. If hospitality has become an ongoing channel, the challenge shifts from simply creating moments to ensuring the right people experience them – highlighting the importance of thoughtful media outreach and curated networks. 

Meet Emil Roe

The Roe Bar as a Brand Experience

He explains that when the company established its flagship space, opening a café felt like a way to introduce warmth and vibrancy into an environment that could otherwise feel quiet or formal. As he notes, many interior stores can feel almost silent, with visitors hesitant to interact – something the café was designed to counter.

In Emil’s view, hospitality is not only about aesthetics, but about encouraging interaction:

“A café brings more vibrant life. It brings traffic to the store, but it also makes people interact with our objects and tableware on a day-to-day basis.”

This approach has also expanded the brand’s reach. Over time, The Roe Bar has become a destination in its own, frequently appearing in Copenhagen travel guides and attracting both local visitors and international guests who may first encounter the brand through hospitality and community, rather than traditional design media. 

Beyond Design: Hospitality as Brand Language

According to Emil, the culinary side is approached with the same mindset as product development. Ingredients are carefully selected, presentation matters as much as taste, and details such as colour and seasonality are discussed between the creative team and chefs to ensure that the experience feels unified rather than separate from the brand’s design identity. He further explains how plating, ingredients and partnerships are chosen to reflect the same standards applied to their design objects:

“We eat with our eyes.”

The result is a space where branding happens through experience rather than direct messaging. Guests engage with the brand naturally through atmosphere and interaction.

Curating the Right Audience

There is no guest list at the door, and the café is open to everyone. Instead, alignment happens organically through the brand’s aesthetic values, which naturally attract a like-minded audience. 

As experiential concepts grow, brands increasingly face the question of how to connect physical experiences with the media and creators most relevant to their audience, turning in-person moments into conversations that continue beyond the space itself. This is where VOCAST curated lists come in as a valuable tool, reaching aligned creators at the touch of a fingertip.

Why Experiences Matter More Than Ever

While digital channels remain essential for communication, Emil noted that people increasingly value spaces where they can physically interact with products and surroundings. Post-pandemic behaviour and wider digital fatigue have reinforced a desire for experiences that feel tangible and real.

“People are just craving something that exists for real – a physical experience where they can actually interact.”

The Future of Experiential Dining

As cafés and restaurants become more design-focused, the connection between interiors and culinary experiences feels natural. Consumers today expect more holistic environments where aesthetics, atmosphere and social interaction work together. In Copenhagen, similar hybrid spaces have emerged in recent years – such as Audo House and &Tradition’s Lille Petra – further reflecting how hospitality is becoming an integrated extension of interior branding rather than a standalone concept.

For brands, this shift can help them build real relationships over time by creating spaces where people encounter design as part of everyday life.

Closing Thoughts

For brands navigating an era defined by digital fatigue and heightened expectations around authenticity, experiential dining offers a compelling opportunity: to create meaningful connections not through campaigns alone, but through everyday interactions.

Your go-to list of the most relevant culinary influencers across markets:

References (Substack): The Business of Luxury: “It’s 2026, Luxury has shifted from Products to Experience.. you should too.”, The Stories We Sell Ourselves: “Curated Communities & Pop-Ups: Brands as The New “Third Place”, Substanz: “Enough brand dinners – feed the culture.”

Header Image Credit: Louise Roe

Siiri is the Finnish Media Researcher at VOCAST. She has a Bachelor’s degree in Business and Service Management from CBS and is currently pursuing a Master’s degree in General Management and Analytics at Copenhagen Business School.

Kim-Mara is the Dutch Media Researcher at VOCAST. She is a Communication Science student at the University of Amsterdam, currently completing the rest of her bachelor’s degree in Copenhagen. Outside of our office, she is passionate about fashion and content creation.

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