As people expect more from the buildings they frequent, HFA’s Matchstick leverages the principles of hospitality and entertainment architecture to enhance the guest experience.
BENTONVILLE, Ark., March 17, 2022 /PRNewswire/ — HFA Architecture and Engineering today announced the launch of Matchstick, a conceptual design solution that puts customer experience at the forefront of the built environment.
Award-winning architect Nicole Poole (AIA, NCARB, LEED AP), which joined HFA in February 2021, leads the team. She has 16 years of experience creating front end designs for nationally known names like Topgolf and Shake Shack and has worked with local hospitality and entertainment clients like The Chicago Firehouse Restaurant; A fifty-one kitchen | bar in Elmhurst, Ill.; and the Fielding local in The Woods, Texas.
“Telling stories and creating experiences has always been fundamental to the front-end design of spas, resorts, hotels, restaurants and specialty entertainment destinations,” said Poole, a Bentonvilleresponsible for hospitality and entertainment. “But these days, HFA’s retail customers are just as interested in engaging and entertaining their customers. Drawing on proven principles of hotel architecture, Matchstick creates retail environments that encourage customers to savor the experience and connect with each other and the brand.”
Matchstick works with customers at all stages of development, from newcomers still perfecting their branded books, to national retailers who have collected terabytes of segmented customer data. When collaborating with new customers, Poole explains, the Matchstick team focuses on understanding how different types of consumers will interact and flow through the space. “By working with detailed customer profiles, we put ourselves in the shoes of our customers’ customers,” she said. “Creative solutions then naturally emerge from this empathetic exercise.”
Such user-centric approaches were a big part of Poole’s focus during his decade of design work for Topgolf. She began designing experiential buildings for the dallassports entertainment company based in 2010, when it operated only three venues. Today, Topgolf has over 70 locations worldwide. “A 14-year-old video game addict will use an entertainment venue differently than a golf-obsessed retiree who stops for lunch and watches the US Open on a 4K TV,” Poole said. “The goal of any hospitality or entertainment design project is to ensure that all of the client’s various customers have fun, frictionless experiences in their own way.”
“The launch of Matchstick comes as HFA continues to expand its menu of client solutions,” said David Wilgus, President and CEO of HFA Architecture and Engineering. The company has 30 years of architectural and engineering experience and offers a range of fully integrated solutions for major retail brands across the country.
“Our culture of collaboration, integrity and long-term customer relationships is all about coming to the table with a fresh perspective,” said Wilgus, “and that’s precisely what Nicole and Matchstick bring to our customers with these designs. creative and innovative retail businesses.”
Media contacts: At Jaffe Communications: Elisa Krantz, [email protected](908) 789-0700, or Bill Parness, [email protected](732) 673-6852.