In her role as Oat Foundry’s Director of Sales, Kristy Brunhofer enjoys the privilege of working closely with creatives from the top Architecture & Design firms around the world, where she gets an expert pulse on design trends. One emerging trend she’s found to resonate with her work at Oat Foundry is that of experiential hospitality.
“In the hospitality industry, the mission is to evoke an emotional response, sparking personal attachment to the brand, and most importantly, a memorable experience; a story to tell long after their departure,” says Kristy.
Kristy, who has worked on over 200 Split Flap, Picture Flap, and Chroma Flap projects, says that in spaces like corporate lobbies, hotel check-ins, and brand stages, the focus has shifted towards taking an architectural approach to craft inviting, immersive, and experience-driven environments. The American Society of Interior Designers (ASID) backed what Kristy had already found to be true in their 2026 Trends Outlook Report, that “optimistic, nostalgic, and deliberately noticeable” design is the wave of the future.
Pictured: Interactive office lobby signage, scaled as a 20 row by 24 column display, is recessed directly into the architecture, creating a fully integrated installation.
Pictured: Dynamic university signage, such as the University of Arizona, scaled as a 5 row by 7 column display, is recessed directly into the architecture, creating a fully integrated installation.
Contemporary Design, Communal Spaces
In corporate spaces, hospitality design goes beyond creating a positive work environment and can actually support employee health, according to a study published in the National Library of Medicine. Companies are more keen than ever to create a workplace where their team will thrive: surroundings that inspire innovation and celebrate successes, all wrapped in a feeling of familiar comfort. That’s where Oat Foundry commercial installations using Split Flap, Picture Flap, and Chroma Flap come in.
“Unlike digital platforms that update instantly, the distinctive clack-clack of analog signage creates anticipation, drawing viewers in with a multisensory experience,” says Kristy. “A moment to stop, ponder, and even act. Split Flap, Picture Flap, and Chroma Flap offer a unique blend of nostalgia and innovation, functionality and aesthetic appeal; a warm handshake between comfort and creativity.”
In 2024, for instance, Oat Foundry installed a custom Split Flap feature wall to refresh the Walker Center lobby. Located in downtown Salt Lake City, the modernized lobby is everything ASID predicted: optimistic, with vivid and bright pixel-style animations; nostalgic, with its retro-inspired analog design; and deliberately noticeable, as it’s prominently featured at the building’s front door as a choreographed arrival. The “interactive concierge” shares building updates, weather, and events.
Similarly, a Picture Flap statement wall at the University of Arizona Scottsdale Center serves as a visual story of the University. Sparking conversation and fomenting interaction between prospective students, staff, and academics alike, the custom installation is a beautiful example of how modern analog art can reclaim physical presence. The mechanical magic of all Oat Foundry displays makes a meaningful impact on guests of hospitality-centered spaces.
Pictured: The Picture Flap created for the Blue Jays, standing at 5 rows by 17 columns, uses vivid, high-resolution sports imagery to create a one-of-a-kind mechanical statement wall.
Custom Split Flap signage for Commonwealth Bank in sleek Modern White. (Image Source)
Surprise and Delight in Branded Spaces
While hospitality design for corporate space prioritizes collaboration and well-being, Kristy has observed that branded spaces also aim to evoke “surprise and delight” with visitors. Deloitte Digital corroborated this observation in an article exploring experiential retail, noting that high-end brands were leading the charge on “creating immersive, interactive, and enjoyable in-store journeys” that are “designed to captivate customers beyond mere transactions.”
Nespresso’s flagship store in NYC’s Flatiron District embodies brand-focused hospitality design. The cafe/lounge offers guests opportunities to both relax and explore, with unexpected and memorable brand experiences throughout, including its impressive Nespresso Split Flap display. Unlike digital platforms that update instantly, the distinctive white noise, a soft click-clack of Nespresso’s Split Flap display, creates anticipation, drawing guests in with a multisensory experience.
With bright, branded colors and its calming, analog sound, the custom installation strikes a balance between immersion and interaction, allowing for both engagement and reflection, cementing a strong emotional tie to the space and brand.
Hospitality Design in 2026 and Beyond
The importance of hospitality design in communal spaces, from lobby decor to corporate offices to cafe menus, will only escalate as the value of physical presence continues to grow in an increasingly digital world. Kristy and the Oat Foundry team look forward to being part of the movement that prioritizes human-centric design and emotional engagement across a wide range of industries.
The Ritz-Carlton in Philadelphia has custom elevator bay signage in Modern White, the perfect backdrop to photos.