Jun 4, 2025
In today’s experience-driven economy, commercial spaces must do more than function; they must express the brand ethos. But that doesn’t always require a full remodel. Refresh projects are in many ways, a strategic power move: high-impact, high-speed, and far more cost-effective than starting from scratch. Whether it’s a fast-casual restaurant, retail flagship, or boutique hospitality venue, a smart refresh modernizes the environment, enhances brand perception, and improves performance with minimal or significantly decreased interruption to daily business.
The beauty of a refresh lies in its agility. These projects are designed to be executed quickly, often during off-hours, without completely shuttering the business or requiring major structural overhauls. The goal is to create noticeable and meaningful changes that reinvigorate the customer and employee experience without sacrificing operational flow or revenue.
All commercial spaces age. Finishes fade, customer behaviors and expectations evolve. A refresh helps brands stay relevant by addressing wear and tear, optimizing functionality, and demonstrating care. Customers notice details. Peeling paint, stained surfaces, and water-damaged ceiling tiles silently tell guests that their experience isn't valued. Clean, updated finishes communicate the opposite: You matter, and we care about your experience in our environment.
“Modernizing” doesn’t have to mean “major expense.” Sometimes it’s as simple as replacing worn materials with fresh, durable options, or changing lighting to enhance the look and feel of the space. When executed well, a refresh can deliver the same “wow factor” of a remodel without the downtime—and with a higher ROI.
Additional considerations that maximize impact:
Great outcomes begin with precise, thoughtful preparation; this is especially true for refresh projects. Unlike full remodels, refreshes often take place in active environments and under compressed timelines, making meticulous planning not just helpful, but essential. Whether you’re updating a single café or rolling out a multi-site hotel refresh, understanding the current space(s) and setting clearly defined goals streamlines decisions and minimizes disruption.
With refreshes, speed and efficiency are everything. That’s why leveraging strong relationships with general contractors can make or break a project. Engage early to build accurate budgets that account for off-hour labor, security needs, and any premium rates required to work around operating hours. For multi-site rollouts, explore whether the same crew can execute repeat scopes across locations. Mapping routes, coordinating crew schedules down to the hour, and pre-planning material delivery logistics can dramatically improve consistency and efficiency.
Procurement also takes center stage. Consider how key materials like flooring or lighting will be delivered: are they being drop-shipped directly to each site, staged in a local warehouse, or traveling with the install crew? Labeling shipments clearly (with bright tape or signage) and providing explicit storage instructions to on-site staff reduces the risk of delays.
Finally, remember the ultimate goal: minimal business disruption. With proper planning, work can be completed and returned to clean, safe conditions before customers return, sometimes eliminating the need for barricades altogether.
Refresh planning strategies that ensure success:
Design isn’t just about aesthetics; it reflects evolving trends, values, and expectations of your customers. In today’s market, commercial spaces must not only look fresh, but also feel current, intuitive, and welcoming. Whether it’s a fast-casual eatery leaning into natural ingredients, a boutique hotel celebrating the charm of its locality, or a retail store rethinking how technology shapes storytelling and transactions, refresh projects are a powerful opportunity to evolve a space while reinforcing brand momentum.
Focused updates impact how a space feels, functions, and performs. That includes not only air quality, lighting, and sound, but also the intentional use of scent to shape perception. A well-chosen fragrance can create a calming atmosphere, energize a space, or evoke a sense of familiarity and comfort. Many hotels and retailers integrate signature scents into their environments to reinforce brand identity and leave a lasting impression. When thoughtfully applied, aromatherapy becomes a subtle yet powerful design layer that enhances the emotional connection between people and place.
Actionable refresh strategies:
Today’s consumers expect commercial brands to take sustainability seriously—and a well-planned refresh presents an ideal opportunity to demonstrate that commitment. While full-scale certifications like LEED and WELL are meaningful and aspirational, they may not align with the scope or budget of a typical refresh. Instead, brands can draw from these guidelines to implement practical, high-impact changes that are both achievable and meaningful.
Lighting upgrades, for example, consistently deliver some of the highest returns on investment. Beyond energy savings, switching to LED lighting and adjusting color temperature can dramatically alter the appearance of a space—walls may appear freshly painted, surfaces seem cleaner, and products pop with renewed vibrancy. However, care should be taken in environments where color distinction is key, such as cosmetics or fashion retail, to ensure lighting still supports accurate product representation.
Incorporating sustainable materials like reclaimed wood or low-VOC finishes, updating fixtures for water efficiency, or adding statement lighting—like an accent chandelier—can signal a clear refresh without requiring major construction. Thoughtfully selected green updates don’t need to be hidden; celebrate them! Use signage, staff training, and social media to inform guests that the new locally sourced flooring, energy-efficient HVAC system, or regionally made artwork reflects your commitment to the environment and community.
Sustainable refresh strategies that deliver:
A new look for the neighborhood running shoe store excites current customers and entices new ones. A redesigned bar and dining room that improves drink sales and table turnover tells a powerful story. Properly documented case studies reveal how design can transform both the look and performance of a space. And when employees are re-energized by their environments, that energy becomes part of the guest experience.
Every refresh project is an investment, and clients want to understand the value they’ll get in return. Refreshes often deliver strong returns, especially when scaled or applied to high-performing locations. The more consistent and strategic the refresh program is, the more opportunities there are to reduce costs and boost performance.
Technology is transforming how refresh projects are visualized, coordinated, and delivered. These tools support better visualization, faster feedback loops, and smoother construction coordination. For commercial clients balancing many stakeholders—from operations to marketing—technology brings alignment and efficiency to the entire project lifecycle.
Even the most compact spaces can deliver outsized impact with intentional, thoughtful design. From boutique fitness studios to quick-serve cafés in dense urban settings, space efficiency is essential—but experience and accessibility must be built in from the start. Smart layouts, multifunctional zones, and hidden storage solutions can help small environments feel expansive, intuitive, and easy to navigate.
Among the most scrutinized and often overlooked areas in any customer-facing space are the restrooms. A dated or poorly maintained restroom can easily undercut an otherwise polished environment. Cleanliness, ADA accessibility, and thoughtful upgrades like new tile, touchless fixtures, and clear signage speak volumes to guests. These details aren’t just cosmetic; they reflect the brand’s respect for every visitor, from parents with small children to individuals with disabilities.
But thoughtful design is only one part of the equation—compliance matters just as much. Navigating permitting processes, accessibility mandates, and health and safety codes require both local expertise and detailed planning. A well-executed refresh doesn’t just look better, it functions better, meets regulatory standards, and expands reach through inclusive design.
Smart strategies for compact, compliant spaces:
A commercial refresh isn’t just a building project—it involves the community. When brands invest in their spaces, they reinforce their role in local economies and neighborhoods. That might mean drawing tourists to a newly refreshed lobby bar, reactivating a once-quiet retail strip, or creating new jobs during and after construction for locals. Design becomes a tool for both transformation and connection.
Every space has the potential to do more for the customers who shop there, the employees who work there, the clients who visit, and the communities they serve. A thoughtful refresh invites us to step back and ask: What could this space become?
The most successful businesses will be those that embrace refreshes not as one-time overhauls but as ongoing strategies. These businesses will recognize that environments must evolve just as people do. With intentionality and creativity, even the smallest updates can breathe new life into a space—making it feel purposeful, relevant, and alive.
It’s not just about updating what is visible. It’s about shaping environments that resonate on a deeper level—places that foster connection, improve efficiency, and leave a lasting impression. A refreshed space is more than a new look; it’s a renewed promise to everyone who walks through the door.
As commercial architecture continues to evolve, refresh strategies have become more than a design trend; rather, they are a necessity. If plans involve updating a beloved neighborhood café, modernizing a flagship retail store, or reinvigorating a hospitality space that has grown tired, these projects represent an opportunity to reimagine how spaces perform, inspire, and connect. At their best, refreshes aren’t about chasing a novelty; they’re about reinvesting in environments that shape daily experiences. When planned thoughtfully and executed strategically, a refresh can do more than just update a space—it can reinvigorate a brand, reenergize teams, and rekindle the connection between place and people.
Blog contributors: Nelly Augustyn, Karen Baron, Juan Castillo and Tom Pytel
Chipman Design Architecture (WBE) is a people-first, family-owned retail, restaurant, hospitality and senior living architecture and interior design firm composed of innovators, architects, and interior designers who love collaborating, breaking boundaries, and creating spaces for tomorrow. For over forty-five years, the firm has separated themselves with a focus on the future in regard to organizational structure, customer experience and fostering community. With corporate headquarters in Chicago, and five additional national offices, Chipman Design provides interior design, experiential design, and architectural expertise throughout North America. Today, the firm’s Principal team, led by third generation family member, and CEO, Lauren Chipman, offers innovation and professionalism through complete architectural and interior design services. Through membership in the U.S. Green Building Council, the firm’s commitment to sustainability and lowering energy consumption continues to reinforce recognition of the critical role of architects in today’s world.
