SDT2012: Hospitality Service as Science and Art

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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author:

Kipum Lee, USA
Weatherhead School of Management, Case Western Reserve University

Kip is a Ph.D. candidate in the Design, Management and Information Systems program at the Weatherhead School of Management, Case Western Reserve University. He has worked as an interaction designer at IDEO, frog, and current does strategy work at Marriott International while teaching MBA students at the Weatherhead.

Service as Science and Art: Service Design from 100 Years Ago
While it is tempting to think that service design is fairly new, the activities within grand luxury hotels during the second industrial revolution (1870-1930) reveal a fascinating narrative of service design that predates the formal discipline. In the United States, the activities of eating, sleeping and playing were shaped under the guiding principle of ‘Service as Science’. In Europe, these activities were shaped by a different principle of ‘Service as Art’. Significantly, this distinction calls attention to the same contemporary issue within the discipline today. The purpose of this presentation is twofold: to foster an appreciation for a rich legacy of service production, as well as to challenge the discipline by presenting at least two ways to move forward. The presentation will highlight some interesting images and/or visuals of service delivery (science) and guest experience (art) by going back in time to the late 1800s. Several key themes will be articulated along with engaging stories. Finally, thoughts on how this bears on current directions for service design will be shared.

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SDT2012: Hospitality Service as Science and Art

  1. 1. INTRODUCTIONHOSPITALITY SERVICE ASSCIENCE AND ART:Service Design from 100 Years AgoService Design in Tourism ConferenceInnsbruck, AustriaAugust 23-24, 2012Kipum Leekml61@case.edu Special thanks to: ©2012 KIPUM LEE PAGE 1
  2. 2. INTRODUCTION. THE 2ND INDUSTRIAL REVOLUTION SERVICES & THE LEISURE CLASS ©2012 KIPUM LEE PAGE 2
  3. 3. INTRODUCTIONFROM MENLO PARK TO DESIGN THINKING.FROM LESLIE’S WEEKLY, JAN 1880. ©2012 KIPUM LEE PAGE 3
  4. 4. INTRODUCTIONPRODUCTION: FROM FARMING TO FACTORY.NCSU LIBRARIES DIGITAL COLLECTIONS. SHORPY HISTORICAL PHOTO ARCHIVES. ©2012 KIPUM LEE PAGE 4
  5. 5. INTRODUCTIONPOWER LOOM.HUTTON WEBSTER’S MODERN EUROPEAN HISTORY, 1920. ©2012 KIPUM LEE PAGE 5
  6. 6. INTRODUCTIONIMPACT OF PRODUCTION: LEISURE CLASS. “The one great thing that marks the improvement of this world is measured by the enormous increase in output of the individuals in this world ... that gives us opportunity for shorter hours, for better education, for amusement, for art, for music, for everything that is worthwhile in this world ... the working men of today live better than the king did three hundred years ago.”FREDERICK W. TAYLOR’S “PRINCIPLES OF SCIENTIFIC MANAGEMENT,” MAR 1915. ©2012 KIPUM LEE PAGE 6
  7. 7. INTRODUCTIONPRODUCTION = GOODS + SERVICE SECTOR. Landes argues that this higher quality of life “created new wants and made possible new satisfactions, which led to a spectacular flowering of those businesses that cater to human pleasure and leisure: entertainment, travel, hotels, restaurants, and so on ... this administrative and service sector of the economy grew more rapidly than industry itself.”DAVID LANDES’ THE UNBOUND PROMETHEUS, 1969, P. 1. ©2012 KIPUM LEE PAGE 7
  8. 8. INTRODUCTIONKODAK: “YOU PRESS THE BUTTON, WE DO THE REST.”FROM COOK’S EXCURSIONIST AND TOURIST ADVERTISER, FEB 1892. GREAT ACCOUNT OF THIS STORY GIVEN IN SUBJECT TO CHANGE, 2008, PP. 4-7. ©2012 KIPUM LEE PAGE 8
  9. 9. INTRODUCTIONTECHNOLOGY’S DOUBLE MEANING. ART OF SCIENCE SCIENCE OF ART SCIENCE DEPENDS ON ART ART DEPENDS ON SCIENCE “The scientific “[before an art revolution may be said dependent on science] to have been initiated ... production ... was when investigators marked by imitation borrowed apparatus and by following and processes from established models and the industrial arts and precedents. Innovation used them as means of and invention were obtaining dependable accidental rather than scientific data.” systematic.”JOHN DEWEY’S “BY NATURE AND BY ART,” THE JOURNAL OF PHILOSOPHY, 1944, P. 285. ©2012 KIPUM LEE PAGE 9
  10. 10. INTRODUCTIONSERVICE DESIGN’S DOUBLE INTERPRETATIONS. SERVICE DELIVERY GUEST EXPERIENCE USA EUROPE “Even an order for a “The inn-keeper’s glass of milk or a piece instinct for knowing of toast sets in motion exactly what is wanted considerable intricate without being told is machinery and requires more highly developed the attention of three over there (in Europe). or four persons other They have been at than those directly it for so many more employed in filling the generations.” order itself.”JESSE LYNCH WILLIAMS, “A GREAT HOTEL,” SCRIBNER’S MAGAZINE, FEB 1897, P. 152. SCRIBNER’S MAGAZINE, P. 158. ©2012 KIPUM LEE PAGE 10
  11. 11. THE SCIENCE OF HOSPITALITY: SERVICE DELIVERY. HOTEL AS WELL-OILED MACHINE HIDE : REVEAL LODGING, DINING, PLAYING ©2012 KIPUM LEE PAGE 11
  12. 12. SERVICE AS SCIENCEHOTEL AS A WELL-OILED MACHINE.HIDE : REVEAL ©2012 KIPUM LEE PAGE 12
  13. 13. SERVICE AS SCIENCEON SYSTEMS OF SERVICE DELIVERY. “It is part of the hotel business to hide all these things from view ... The work of a hotel is divided sharply into two main parts, called by those in the business the” front” and the” back” of the house. Though the front is five or six times as large as the back, the back employs five or six times as many persons.”JESSE LYNCH WILLIAMS, “A GREAT HOTEL,” SCRIBNER’S MAGAZINE, FEB 1897, P. 140, 143. ©2012 KIPUM LEE PAGE 13
  14. 14. SERVICE AS SCIENCELODGING: WASH ROOM.FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 14
  15. 15. SERVICE AS SCIENCELODGING: HAND-IRONING ROOM.FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 15
  16. 16. SERVICE AS SCIENCELODGING: MACHINE IRONING.FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 16
  17. 17. SERVICE AS SCIENCEDINING: IN THE KITCHEN.FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 17
  18. 18. SERVICE AS SCIENCEDINING: “CHECKERS” FOR DINING PREPARATION.FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 18
  19. 19. GUEST ORDERS MEAL GUEST MUST ORDER IN WRITING, SIGN IT, AND HAND IT TOGUEST’S ACTIONS THE WAITER. IN DINING ROOM WAITER’S RESPONSIBILITY frontstage interactions backstage interactions CASHIER’S RESPONSIBILITY CHECKER’SRESPONSIBILITIES AT KITCHEN ENTRANCE COOK’SRESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 19
  20. 20. GUEST ORDERS MEAL GUEST MUST ORDER IN WRITING, SIGN IT, AND HAND IT TOGUEST’S ACTIONS THE WAITER. IN DINING ROOM WAITER’S RESPONSIBILITY frontstage interactions backstage interactions CASHIER’S RESPONSIBILITY WAITER TAKES ORDER TO A “CHECKER” WHOSE DESK IS ON ROUTE TO AND FROM KITCHEN. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED ENTRANCE COPY WITH WAITER’S NUMBER AT TOP. THEN MAKES TWO SUMMARIZED MEMORANDA ON STUBS AT EITHER SIDE OF BILL AND STAMPS EACH PART. COOK’SRESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 20
  21. 21. GUEST ORDERS MEAL GUEST MUST ORDER IN WRITING, SIGN IT, AND HAND IT TOGUEST’S ACTIONS THE WAITER. IN DINING ROOM WAITER’S RESPONSIBILITY frontstage interactions backstage interactions CASHIER’S RESPONSIBILITY WAITER TAKES ORDER TO A “CHECKER” WHOSE DESK IS ON ROUTE TO AND FROM KITCHEN. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED ENTRANCE COPY WITH WAITER’S NUMBER AT TOP. THEN MAKES TWO SUMMARIZED MEMORANDA ON STUBS AT EITHER SIDE OF BILL AND STAMPS EACH PART. CHECKER THEN REMOVES ONE PART TO FILE IT AND HANDS REST TO WAITER. WAITER TAKES COOK PREPARES MEAL. APPROVED BILL TO COOK’S THE COOK.RESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 21
  22. 22. GUEST ORDERS MEAL GUEST MUST ORDER IN WRITING, SIGN IT, AND HAND IT TOGUEST’S ACTIONS THE WAITER. IN DINING ROOM WAITER’S RESPONSIBILITY frontstage interactions backstage interactions CASHIER’S RESPONSIBILITY WAITER TAKES ORDER CHECKER INSPECTS ORDER TO A “CHECKER” WHOSE ON WAY TO THE DINING DESK IS ON ROUTE TO ROOM AND CHECKS EACH AND FROM KITCHEN. ITEM OFF ON THE BILL. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED WAITER ON ROUTE TO ENTRANCE COPY WITH WAITER’S DINING ROOM WITH MEAL NUMBER AT TOP. THEN AND BILL BUT FIRST MUST MAKES TWO SUMMARIZED STOP FOR INSPECTION MEMORANDA ON STUBS AT (FOOD CANNOT ENTER EITHER SIDE OF BILL AND DINING ROOM WITHOUT STAMPS EACH PART. CHECKER’S INSPECTION). CHECKER THEN REMOVES ONE PART TO FILE IT AND HANDS REST TO WAITER. WAITER TAKES COOK PREPARES MEAL. APPROVED BILL TO COOK’S THE COOK.RESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 22
  23. 23. GUEST ORDERS MEAL GUEST RECIEVES ORDER AND EATS GUEST MUST GUEST RECEIVES ORDER IN ORDER AND WRITING, SIGN IT, ENJOYS MEAL. AND HAND IT TOGUEST’S ACTIONS THE WAITER. IN DINING ROOM WAITER’S RESPONSIBILITY frontstage interactions backstage interactions CASHIER’S RESPONSIBILITY WAITER TAKES ORDER CHECKER INSPECTS ORDER TO A “CHECKER” WHOSE ON WAY TO THE DINING DESK IS ON ROUTE TO ROOM AND CHECKS EACH AND FROM KITCHEN. ITEM OFF ON THE BILL. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED WAITER ON ROUTE TO ENTRANCE COPY WITH WAITER’S DINING ROOM WITH MEAL NUMBER AT TOP. THEN AND BILL BUT FIRST MUST MAKES TWO SUMMARIZED STOP FOR INSPECTION MEMORANDA ON STUBS AT (FOOD CANNOT ENTER EITHER SIDE OF BILL AND DINING ROOM WITHOUT STAMPS EACH PART. CHECKER’S INSPECTION). CHECKER THEN REMOVES ONE PART TO FILE IT AND HANDS REST TO WAITER. WAITER TAKES COOK PREPARES MEAL. APPROVED BILL TO COOK’S THE COOK.RESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 23
  24. 24. GUEST ORDERS MEAL GUEST RECIEVES ORDER AND EATS GUEST CONFIRMS COST AND PAYS GUEST MUST GUEST RECEIVES ITEMIZED BILL ORDER IN ORDER AND PRESENTED WRITING, SIGN IT, ENJOYS MEAL. TO GUEST FOR AND HAND IT TO EXAMINATION.GUEST’S ACTIONS THE WAITER. PAYMENT THEN IN DINING ROOM TAKEN TO THE CASHIER. WAITER’S RESPONSIBILITY frontstage interactions backstage interactions CASHIER’S RESPONSIBILITY WAITER TAKES ORDER CHECKER INSPECTS ORDER TO A “CHECKER” WHOSE ON WAY TO THE DINING DESK IS ON ROUTE TO ROOM AND CHECKS EACH AND FROM KITCHEN. ITEM OFF ON THE BILL. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED WAITER ON ROUTE TO ENTRANCE COPY WITH WAITER’S DINING ROOM WITH MEAL NUMBER AT TOP. THEN AND BILL BUT FIRST MUST MAKES TWO SUMMARIZED STOP FOR INSPECTION MEMORANDA ON STUBS AT (FOOD CANNOT ENTER EITHER SIDE OF BILL AND DINING ROOM WITHOUT STAMPS EACH PART. CHECKER’S INSPECTION). CHECKER THEN REMOVES ONE PART TO FILE IT AND HANDS REST TO WAITER. WAITER TAKES COOK PREPARES MEAL. APPROVED BILL TO COOK’S THE COOK.RESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 24
  25. 25. GUEST ORDERS MEAL GUEST RECIEVES ORDER AND EATS GUEST CONFIRMS COST AND PAYS GUEST MUST GUEST RECEIVES ITEMIZED BILL ORDER IN ORDER AND PRESENTED WRITING, SIGN IT, ENJOYS MEAL. TO GUEST FOR AND HAND IT TO EXAMINATION.GUEST’S ACTIONS THE WAITER. PAYMENT THEN IN DINING ROOM TAKEN TO THE CASHIER. WAITER’S RESPONSIBILITY frontstage interactions backstage interactions CASHIER GIVES LITTLE STUB TO WAITER WITH CHANGE. CASHIER’S RESPONSIBILITY CASHIER FILES BIG PART OF BILL. WAITER TAKES ORDER CHECKER INSPECTS ORDER TO A “CHECKER” WHOSE ON WAY TO THE DINING DESK IS ON ROUTE TO ROOM AND CHECKS EACH AND FROM KITCHEN. ITEM OFF ON THE BILL. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED WAITER ON ROUTE TO ENTRANCE COPY WITH WAITER’S DINING ROOM WITH MEAL NUMBER AT TOP. THEN AND BILL BUT FIRST MUST MAKES TWO SUMMARIZED STOP FOR INSPECTION MEMORANDA ON STUBS AT (FOOD CANNOT ENTER EITHER SIDE OF BILL AND DINING ROOM WITHOUT STAMPS EACH PART. CHECKER’S INSPECTION). CHECKER THEN REMOVES ONE PART TO FILE IT AND HANDS REST TO WAITER. WAITER TAKES COOK PREPARES MEAL. APPROVED BILL TO COOK’S THE COOK.RESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 25
  26. 26. GUEST ORDERS MEAL GUEST RECIEVES ORDER AND EATS GUEST CONFIRMS COST AND PAYS GUEST RECEIVES CHANGE AND TIPS GUEST MUST GUEST RECEIVES ITEMIZED BILL GUEST RECEIVES ORDER IN ORDER AND PRESENTED CHANGE. WRITING, SIGN IT, ENJOYS MEAL. TO GUEST FOR AND HAND IT TO EXAMINATION.GUEST’S ACTIONS THE WAITER. PAYMENT THEN IN DINING ROOM TAKEN TO THE CASHIER. GUEST TIPS WAITER. WAITER’S RESPONSIBILITY frontstage interactions WAITER POCKETS backstage interactions REMAINING CASHIER GIVES LITTLE STUB STUB FOR TO WAITER WITH CHANGE. REFERNCE. CASHIER’S RESPONSIBILITY CASHIER FILES BIG PART OF BILL. WAITER TAKES ORDER CHECKER INSPECTS ORDER TO A “CHECKER” WHOSE ON WAY TO THE DINING DESK IS ON ROUTE TO ROOM AND CHECKS EACH AND FROM KITCHEN. ITEM OFF ON THE BILL. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED WAITER ON ROUTE TO ENTRANCE COPY WITH WAITER’S DINING ROOM WITH MEAL NUMBER AT TOP. THEN AND BILL BUT FIRST MUST MAKES TWO SUMMARIZED STOP FOR INSPECTION MEMORANDA ON STUBS AT (FOOD CANNOT ENTER EITHER SIDE OF BILL AND DINING ROOM WITHOUT STAMPS EACH PART. CHECKER’S INSPECTION). CHECKER THEN REMOVES ONE PART TO FILE IT AND HANDS REST TO WAITER. WAITER TAKES COOK PREPARES MEAL. APPROVED BILL TO COOK’S THE COOK.RESPONSIBILITIES AT KITCHEN COOKING AREA SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 26
  27. 27. GUEST ORDERS MEAL GUEST RECIEVES ORDER AND EATS GUEST CONFIRMS COST AND PAYS GUEST RECEIVES CHANGE AND TIPS GUEST MUST GUEST RECEIVES ITEMIZED BILL GUEST RECEIVES ORDER IN ORDER AND PRESENTED CHANGE. WRITING, SIGN IT, ENJOYS MEAL. TO GUEST FOR AND HAND IT TO EXAMINATION.GUEST’S ACTIONS THE WAITER. PAYMENT THEN IN DINING ROOM TAKEN TO THE CASHIER. GUEST TIPS WAITER. WAITER’S RESPONSIBILITY frontstage interactions WAITER POCKETS backstage interactions REMAINING CASHIER GIVES LITTLE STUB STUB FOR TO WAITER WITH CHANGE. REFERNCE. CASHIER’S RESPONSIBILITY CASHIER FILES BIG PART OF BILL. WAITER TAKES ORDER CHECKER INSPECTS ORDER TO A “CHECKER” WHOSE ON WAY TO THE DINING DESK IS ON ROUTE TO ROOM AND CHECKS EACH AND FROM KITCHEN. ITEM OFF ON THE BILL. CHECKER FILES ORIGINAL ORDER. CHECKER’SRESPONSIBILITIES AT KITCHEN CHECKER MAKES ITEMIZED WAITER ON ROUTE TO ENTRANCE COPY WITH WAITER’S DINING ROOM WITH MEAL NUMBER AT TOP. THEN AND BILL BUT FIRST MUST MAKES TWO SUMMARIZED STOP FOR INSPECTION MEMORANDA ON STUBS AT (FOOD CANNOT ENTER EITHER SIDE OF BILL AND DINING ROOM WITHOUT STAMPS EACH PART. CHECKER’S INSPECTION). CHECKER THEN REMOVES ONE PART TO FILE IT AND HANDS REST TO WAITER. AT THE END OF 24 HOURS, THE THREE MEMORANDA ALONG WITH WAITER TAKES COOK PREPARES MEAL. THE ORIGINAL ORDER IN THE APPROVED BILL TO GUEST’S HANDWRITING ALL COME COOK’S THE COOK. TOGETHER IN THE AUDITING ORRESPONSIBILITIES COMPTROLLER’S DEPARTMENT AT KITCHEN WHERE THEY ARE COMPARED FOR COOKING AREA THE PURPOSE OF DISCLOSING POSSIBLE DISCREPANCIES. SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE ©2012 KIPUM LEE PAGE 27
  28. 28. SERVICE AS SCIENCEPLAYING: TECHNOLOGIES INSIDE THE HOTEL. ©2012 KIPUM LEE PAGE 28
  29. 29. THE ART OF HOSPITALITY: GUEST EXPERIENCES. HOTEL AS UNIQUE ENVIRONMENT ORDINARY : EXTRAORDINARY LODGING, DINING, PLAYING ©2012 KIPUM LEE PAGE 29
  30. 30. HOTEL AS AN ENVIRONMENT.ORDINARY : EXTRAORDINARY ©2012 KIPUM LEE PAGE 30
  31. 31. SERVICE AS ARTON TRANSFORMING THE ORDINARY AN EXPERIENCE. “To me, no matter what the food, be it omelette or roast pheasant, it is improved – actually, in taste! – if it is well presented and well served ... The shape and size and fineness of the glass, the manner of the waiter as he pours the wine, all contribute to the ultimate enjoyment of the taste.”MARIE LOUIS RITZ, CÉSAR RITZ: HOST TO THE WORLD , 1938, P. 112. ©2012 KIPUM LEE PAGE 31
  32. 32. SERVICE AS ARTLODGING: THE IDEA OF THE RESORT HOTEL. ©2012 KIPUM LEE PAGE 32
  33. 33. MENU THE HOTEL RITZ, LONDON, JUNE 1912 Caviar d’Esturgeon. Kroupnick Polonaise. Consommé Viveur Glacé en Tasse. Timbale de Homards à l’Américaine.Suprême de Triute Saumonée à la Gelée de Chambertin. Aiguillette de Jeune Caneton à l’Ambassade. Courgettes à la Serbe. Selle de Veau Braisée à l’Orloff. Petits Pois. Carottes à la Crème. Pommes Mignonette Persillées. Soufflé de Jambon Norvégienne. Ortolans Doubles au Bacon. Cœurs de Laitues. Asperges Géantes de Paris, Sauce Hollandaise. Pêches des Gourmets. Friandises. Mousse Romaine. Tartelettes Florentine. Corbeille de Fruits. VINS. Gonzalez Coronation Sherry. Berncastler Doctor, 1893. Châtean Duhart Milon, 1875. Heidsieck Dry Monopole, 1898. G. H. Mumm, 1899. Croft’s Port, 1890. La Grande Marque Fine, 1848. ©2012 KIPUM LEE PAGE 33
  34. 34. SERVICE AS ARTPLAYING: HOTEL AS A PUBLIC HUB & SOCIAL INSTITUTION.LA GALERIE DES MACHINES ÉLECTRIQUES, PARIS EXPOSITION 1900. ©2012 KIPUM LEE PAGE 34
  35. 35. SO WHAT? THE SHOCK OF THE OLD TOWARDS A NEW THEME ©2012 KIPUM LEE PAGE 35
  36. 36. CONCLUSION OLD THEMEMAKING CONNECTIONS.HIDE : REVEAL :: ORDINARY : EXTRAORDINARY ©2003 THE MCGRAW-HILL COMPANIES ©2012 KIPUM LEE PAGE 36
  37. 37. CONCLUSION OLD THEMETHEME FROM HISTORY. SCIENCEHIDE : REVEAL :: ORDINARY : EXTRAORDINARYBackstage AvailableApersonal OperativeSystems EmployeesCodified Routined ©2012 KIPUM LEE PAGE 37
  38. 38. CONCLUSION OLD THEMETHEME FROM HISTORY. ARTHIDE : REVEAL :: ORDINARY : EXTRAORDINARY Frontstage Always on with no boundaries Face-to-face Active Frontline staff Empowered associates Learned Improvised ©2012 KIPUM LEE PAGE 38
  39. 39. CONCLUSION OLD THEMETHEME FROM HISTORY. SCIENCE ARTHIDE : REVEAL :: ORDINARY : EXTRAORDINARYBackstage Frontstage Available Always on with no boundariesApersonal Face-to-face Operative ActiveSystems Frontline staff Employees Empowered associatesCodified Learned Routined Improvised ©2012 KIPUM LEE PAGE 39
  40. 40. CONCLUSION NEW THEMEA NEW THEME: INTEGRATING SCIENCE & ART OF HOSPITALITY. SCIENCE & ARTHIDE : REVEAL :: ORDINARY : EXTRAORDINARY ©2012 KIPUM LEE PAGE 40
  41. 41. CONCLUSION NEW THEMEWHAT IF THAT WHICH IS REVEALED BECOMES MORE ORDINARY?INAMO PAN-ASIAN RESTAURANT IN ENGLAND USING E-TABLE TECHNOLOGY. PIC FROM HTTP://HAPPYHOMEMAKERUK.BLOGSPOT.CO.AT. ©2012 KIPUM LEE PAGE 41
  42. 42. CONCLUSION NEW THEMEA NEW THEME: INTEGRATING SCIENCE & ART OF HOSPITALITY. ART & SCIENCEHIDE : REVEAL :: ORDINARY : EXTRAORDINARY ©2012 KIPUM LEE PAGE 42
  43. 43. CONCLUSION NEW THEMEWHAT IF THAT WHICH IS HIDDEN BECOMES MORE EXTRAORDINARY?INSIDE AN APPLE MACPRO. ©2012 KIPUM LEE PAGE 43
  44. 44. CONCLUSION NEW THEMEA NEW THEME: INTEGRATING SCIENCE & ART OF HOSPITALITY. ART & SCIENCE SCIENCE & ARTHIDE : REVEAL :: ORDINARY : EXTRAORDINARY ©2012 KIPUM LEE PAGE 44
  45. 45. FIN. THANK YOU :) Kip Lee kml61@case.edu @kipum http://placesofdesign.com ©2012 KIPUM LEE PAGE 45

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