Design isn't just about aesthetics—it's about understanding how people interact with their surroundings. COOOP specialises in Design for Behaviour, a philosophy that merges architecture with human psychology to create spaces where people naturally connect, engage, and thrive. With over 35 years of experience and 490 successful venues across restaurants, cafes, clubs, and bars, our approach is rooted in deep research and observation of how individuals behave in social environments. Led by the visionary leadership of Callie van der Merwe and Marcus Wilkins, COOOP has consistently delivered spaces that do more than look good—they feel right, driving both exceptional experiences and outstanding business outcomes.
Our method is simple yet powerful: we apply human behavioural principles to every stage of the design process, ensuring that the environments we create encourage natural flow, comfort, and social interaction. Whether you're looking to launch a new hospitality venue or revitalise an existing space, our team is here to guide you through a transformative journey from concept to completion.
Our Design for Behaviour Approach
1
Brief Development: Understanding Your Space and Audience
Every successful project begins with a well-crafted brief. We don’t just design for you; we design for your customers. By considering all touchpoints, from your brand identity to customer expectations, we ensure your space speaks directly to those who use it. We delve into factors that could limit the brief but also fuel creative design solutions. By applying behavioural insights, we identify how people will interact with your space—from seating arrangements to lighting—ensuring that every element enhances the overall experience.
2
Design Concept: Translating Behaviour into Aesthetic Brilliance
With a clear brief in hand, we move into the design concept phase. Here, we align the project’s objectives with our expertise in human behaviour to create a design direction that resonates. Through visually curated presentations and iterative design processes, we shape spaces that tell your brand’s story while prioritising functionality and comfort. Drawing inspiration from within and outside your industry, we ensure your space stands out while fostering the social dynamics essential for success.
3
Implementation: Bringing Human-Centric Designs to Life
The final step is where vision meets reality. We translate design concepts into fully realised spaces by focusing on the emotional and sensory elements that define great social environments. From bespoke joinery to unique FF&E schedules, we ensure every detail is tailored to maximise the user experience. Our technical construction documentation and intelligent value engineering guarantee that your space not only looks exceptional but also functions seamlessly.
Frequently Asked Questions
What is ‘Design for Behaviour’ and how does it differ from traditional design?
Design for Behaviour integrates human behavioural principles into the architectural process, focusing on how people interact with and move through a space. Unlike traditional design, which often prioritises aesthetics alone, our approach ensures that form and function work together to create environments that feel intuitive, welcoming, and engaging.
How can Design for Behaviour benefit my business?
By designing spaces that naturally encourage positive social interaction and customer engagement, you’re more likely to see increased customer satisfaction, longer visit durations, and higher revenue. Our approach helps create environments where people feel comfortable, leading to repeat business and strong word-of-mouth referrals.
Do you only work with hospitality venues?
While our expertise is rooted in hospitality—with over 490 restaurants, cafes, clubs, and bars and a number of hotels and workplace —the principles of Design for Behaviour are universal. We can apply our approach to any social space, from office environments to retail spaces, ensuring that human interaction remains at the heart of the design.
How involved will I be in the design process?
We believe in collaboration. Your insights and vision are integral to shaping the final design. From brief development to final implementation, we maintain open communication, ensuring that your goals align with our human-centric design philosophy.
What’s the typical timeline for a project?
Timelines can vary depending on the project’s scope and complexity. However, following the AIA (Australian Institute of Architects) stages ensures a structured process that’s both efficient and flexible. We adjust timelines to meet your needs while maintaining our commitment to quality and behavioural insights.
Transform Your Space, Transform Experiences
Your space has the potential to do more than serve a purpose—it can inspire, connect, and elevate the people who use it. This by extension will increase the desire to be there, thus leading to increased repeat visits, increased dwell time and increased footfall. By extension therefore it will translate to increased turn-over and profitability. With Design for Behaviour at the core of our process, COOOP crafts environments that are not just visually stunning but also emotionally resonant and behaviourally effective. Our decades of experience, combined with an unwavering commitment to human-centric design, make us the perfect partner for your next project.
Ready to transform your venue into a space where people thrive?
Contact COOOP today and let us show you how Design for Behaviour can revolutionise your environment.