In a world of screens and digital fatigue, restaurants, hotels, and coffee shops are needed more than ever to be hubs of human interaction and civic exchange. At the same time, design aesthetics have undergone a global aesthetic flattening. There is a sameness to much of today's design that, in an effort to appeal to everyone, speaks to no one in particular. In the same way we understand the terroir of wine or seasonality of produce, design can tell the story of who we are and what we do, and place us in the world. By harnessing their unique brand identities, businesses can use design to tell a story that welcomes customer engagement, becoming stronger institutions financially, and invaluable assets to the communities of which they are a part.

Dinah Grossman, Chef/Owner, Spinning J Bakery & Soda Fountain

Dinah Grossman is a chef, speaker, and writer based in Chicago. She is the founder and owner of Spinning J Bakery & Soda Fountain in Humboldt Park, an iconic Chicago cafe and renowned pie shop now in its second decade of business. Dinah’s work outside of the restaurant focuses on designing experiences that reconnect individuals with their personal taste and creativity. She creates and hosts immersive culinary events and retreats, and works with entrepreneurs and businesses to tell their unique stories through hospitality.