Designing for Excellence: A Conversation with the Founders of DMA on Innovating Hospitality Spaces.

“Follow the experience of DMA founders as they comment on their trend-setting hospitality design approach, focusing on aesthetics and functionality, and ensuring maximum operational efficiency in hotels, restaurants, and food courts.”

Talking to the founders of Design Management Associates (DMA), a senior hospitality design consultancy designed to deliver operating solutions for hotels, restaurants, and food courts. With decades of experience in hospitality sectors, DMA was mainly founded as a challenge to challenge themselves and impact the industry widely through the blending of technical expertise with creative design solutions. Their aim was to separate DMA as a company that delivers not just innovative design, but also as one that can optimize how the various operations can be handled and managed for their clients. Here, they open up candidly on the challenges in hospitality design, the importance of aesthetic functionality balance, and their approach to meeting the specific needs of each client.

They share an insider’s view into some of their iconic projects like Taj Amer in Jaipur and IHCL SeleQtions The Crown in Bhubaneswar, but also how DMA stays ahead of the curve in industry trends and, more critically, sustainability, and future hospitality design. From building a great team to maintaining relationships over the long-term with clients, this interview places a strong focus on DMA’s commitment to delivering designs both operationally sound as well as experientially appealing. In fact, if one is an emerging hospitality designer or even a seasoned professional, this interview could well provide valuable advice on what is required in order to succeed in this ever-changing world of hospitality. 

     1. What inspired you to start DMA Design Services (DMA), and what were the initial goals you had for the company?

Perhaps the desire to do something on our own and to test ourselves. Also working for a long time with a company takes you to a level after which you start feeling “what’s next?” So that is how DMA got going. Initial goal of our company was to establish ourselves as not just another consultant but to challenge the best in the field

2. How did your background in design and hospitality influence the creation of DMA?

Both of us had a long and very solid experience in the field of hospitality design and that certainly is the backbone of DMA. A strong technical knowhow and understanding the hospitality market requirements are a must for success in this field. So our background of these factors were the main influencers in the creation of DMA

3. What unique challenges in the hospitality sector motivated you to focus on operational solutions for hotels and restaurants?

A well designed back area and kitchen results in reduction of area, reduction in capital cost, reduction in manpower and reduction in staffing requirements. With proper flows and selection of proper equipment these things can be achieved. A non-professional approach towards designing, we feel, is the biggest challenge and that can only be solved with proper planning and can save a lot for the client and can give a peace of mind to the operator

4. Your design philosophy emphasizes “operator-friendly” designs. How do you ensure that your designs balance aesthetics with functionality for operators?

A streamlined kitchen with equipment not jutting out can give the aesthetic solution and is easy to achieve with proper thought process during planning and tendering process. Functionality is more important for any operator, which we provide (as mentioned in the earlier points) through proper flows and right selection of equipment. For “front of house” areas which are in guest view like the live kitchens, bar and buffet counters, we coordinate with interior designers to achieve the aesthetics in terms of finishes etc

5. How do you incorporate client-specific needs into your design process while maintaining operational efficiency?

Client’s needs mostly in our case if financial. They look for option to save cost and rightly so. By design efficiency, we create a design which is operationally viable and also meets the clients budget

6. What does “optimum design” mean to you, and how does this concept shape your approach to hospitality projects?

It is a balance between the requirement of the client and the operator. Without compromising on the end product, we try to provide a solution which meets the requirement of both

7. Can you explain the range of services DMA offers to the hospitality sector, and how these services support the overall operation of hotels, restaurants, and food courts?

We offer design services for back of house(BOH) and kitchen areas. The BOH includes all the areas which are support areas for any hotel or restaurant or food court. For hotels it’s a larger term with detailing of areas like receiving, waste management, storage areas, housekeeping areas, staff areas, laundry, kitchen and other support areas

8. Are there any particular projects you’ve worked on that best showcase DMA’s design solutions? Could you share any notable examples?

There are many. But to name a few – Taj Amer in Jaipur, Courtyard by Marriott Gorakhpur, Hyatt Centric Bangalore, Taj Makai Bari Darjeeing etc

9. How does DMA handle the design of spaces that need to serve both functional and experiential purposes, such as restaurants and food courts?

For restaurants and food courts, it’s a bit different from planning a hotel BOH. In this case we need to be very mindful of the area usage and that automatically comes down when we understand the concept. Restaurants and food courts needs to be planned very specifically as per concept so that the area usage can be reduced to minimum

10. How does the team at DMA collaborate to ensure the success of each project? What role does each of you play in the process?

There is a team for each of the project deliverable in team DMA. But the best part about us is that both me and Amit are always involved in each of our project from the beginning till the end. We have a very experienced team who take care of the back support with us starting with the schematic plans till the handover process

11. What qualities do you look for when bringing new talent onto the team, especially in the context of hospitality design?

Right attitude, focus and aim to excel

12. What are the most significant challenges you’ve faced when working on hospitality projects, particularly in designing spaces that cater to both operators and guests?

There are different challenges Hospitality Project specially on those Projects where Super Structure already built and our engagement are at later stage then there are challenges because any Architecture or structure changes if wanted to propose as per desired requirements will be difficult to incorporate also coordination become much difficult. As Hospitality Projects technical & structure requirement are bit different from any other commercial building and if that is not taken care of during design stage then heavy challenges always comes.

13. Could you share a project that presented a unique design challenge and how DMA managed to overcome it?

There are many but one of the recent one is IHCL Seleqtions The Crown Bhubaneswar. It’s was a 25 year old hotel which was being operated by the owners themselves. Then they tied up with IHCL and we were hired as facility planners. There were major height challenges but with proper designs and proper coordination with other consultants, we managed to create a good and workable kitchen

14. What would you consider DMA’s most significant achievement to date in the hospitality design space?

Repeat orders. Only when a client or an operator is satisfied, he gives repeat orders and that’s what we are getting

15. How does DMA stay current with evolving trends in hospitality design? Are there any innovations in the field that you find particularly exciting?

We attend hospitality shows within India and abroad. Also we make sure that our team visits these shows and do factory inspections from time to time so that we are well versed with the new developments in the industry

16. How do sustainability and technology play a role in your design solutions for the hospitality sector?

As explained earlier, with right designs the operational costs come down. Also selection of correct equipment which are energy efficient, saves water and electricity is our prime focus. Also we specify refrigerant gases which are eco friendly. Waste management solutions are also given by us to achieve the sustainability goals

17. What are your future plans for DMA? Are there any upcoming projects or expansions you’re particularly excited about?

Our future plans are very simple. We just want to continue the way we are working in a professional truthful manner. Yes, there are few very exciting projects which we are trying to get into, but cannot disclose the names due to NDA. We are also planning to expand with setting up offices in few parts of India and in the near future abroad also

18. How do you envision the future of design in the hospitality sector, especially as it relates to guest experience and operational efficiency?

Question not clear

19. How do you ensure long-term relationships with your clients, and what role does client feedback play in the evolution of your designs?

We always support the client, even when our contract gets over. As explained in pt no 14, we get repeat orders and that is because the involvement and support that we give to the client at all times

20. What advice would you give to aspiring hospitality designers looking to make an impact in this industry?

Be true to you work, be focussed, learn from wherever you can, don’t assume that you know everything.

In a nutshell, Design Management Associates (DMA) will continue to raise the bar in hospitality design by taking artistic excitement to technically efficient standards of excellence. Their focus on efficiency, client satisfaction, and keeping up with the changing times ensures that they remain a great partner for the choicest hospitality projects. Looking at the future, DMA is well set to frame the next round of functional yet aesthetically captivating hospitality spaces.