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.

1. INTRODUCTION
HOSPITALITY SERVICE AS
SCIENCE AND ART:
Service Design from 100 Years Ago
Service Design in Tourism Conference
Innsbruck, Austria
August 23-24, 2012
Kipum Lee
kml61@case.edu Special thanks to:
©2012 KIPUM LEE PAGE 1

2. INTRODUCTION.
THE 2ND INDUSTRIAL REVOLUTION
SERVICES & THE LEISURE CLASS
©2012 KIPUM LEE PAGE 2

3. INTRODUCTION
FROM MENLO PARK TO DESIGN THINKING.
FROM LESLIE’S WEEKLY, JAN 1880. ©2012 KIPUM LEE PAGE 3

4. INTRODUCTION
PRODUCTION: FROM FARMING TO FACTORY.
NCSU LIBRARIES DIGITAL COLLECTIONS. SHORPY HISTORICAL PHOTO ARCHIVES. ©2012 KIPUM LEE PAGE 4

5. INTRODUCTION
POWER LOOM.
HUTTON WEBSTER’S MODERN EUROPEAN HISTORY, 1920. ©2012 KIPUM LEE PAGE 5

6. INTRODUCTION
IMPACT 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. INTRODUCTION
PRODUCTION = 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. INTRODUCTION
KODAK: “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. INTRODUCTION
TECHNOLOGY’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. INTRODUCTION
SERVICE 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. THE SCIENCE OF HOSPITALITY: SERVICE DELIVERY.
HOTEL AS WELL-OILED MACHINE
HIDE : REVEAL
LODGING, DINING, PLAYING
©2012 KIPUM LEE PAGE 11

12. SERVICE AS SCIENCE
HOTEL AS A WELL-OILED MACHINE.
HIDE : REVEAL
©2012 KIPUM LEE PAGE 12

13. SERVICE AS SCIENCE
ON 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. SERVICE AS SCIENCE
LODGING: WASH ROOM.
FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 14

15. SERVICE AS SCIENCE
LODGING: HAND-IRONING ROOM.
FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 15

16. SERVICE AS SCIENCE
LODGING: MACHINE IRONING.
FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 16

17. SERVICE AS SCIENCE
DINING: IN THE KITCHEN.
FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 17

18. SERVICE AS SCIENCE
DINING: “CHECKERS” FOR DINING PREPARATION.
FROM SCRIBNER’S MAGAZINE, FEB 1897. ©2012 KIPUM LEE PAGE 18

19. GUEST ORDERS MEAL
GUEST MUST
ORDER IN
WRITING, SIGN IT,
AND HAND IT TO
GUEST’S ACTIONS THE WAITER.
IN DINING ROOM
WAITER’S
RESPONSIBILITY
frontstage interactions
backstage interactions
CASHIER’S
RESPONSIBILITY
CHECKER’S
RESPONSIBILITIES
AT KITCHEN
ENTRANCE
COOK’S
RESPONSIBILITIES
AT KITCHEN
COOKING AREA
SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE
©2012 KIPUM LEE PAGE 19

20. GUEST ORDERS MEAL
GUEST MUST
ORDER IN
WRITING, SIGN IT,
AND HAND IT TO
GUEST’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’S
RESPONSIBILITIES
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’S
RESPONSIBILITIES
AT KITCHEN
COOKING AREA
SERVICE SCIENCE IN TYPICAL AMERICAN HOTEL CIRCA 1890s, ©2012 KIPUM LEE
©2012 KIPUM LEE PAGE 20

21. GUEST ORDERS MEAL
GUEST MUST
ORDER IN
WRITING, SIGN IT,
AND HAND IT TO
GUEST’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’S
RESPONSIBILITIES
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. GUEST ORDERS MEAL
GUEST MUST
ORDER IN
WRITING, SIGN IT,
AND HAND IT TO
GUEST’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’S
RESPONSIBILITIES
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. GUEST ORDERS MEAL GUEST RECIEVES ORDER AND EATS
GUEST MUST GUEST RECEIVES
ORDER IN ORDER AND
WRITING, SIGN IT, ENJOYS MEAL.
AND HAND IT TO
GUEST’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’S
RESPONSIBILITIES
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. 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’S
RESPONSIBILITIES
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. 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’S
RESPONSIBILITIES
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. 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’S
RESPONSIBILITIES
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. 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’S
RESPONSIBILITIES
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 OR
RESPONSIBILITIES 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. SERVICE AS SCIENCE
PLAYING: TECHNOLOGIES INSIDE THE HOTEL.
©2012 KIPUM LEE PAGE 28

29. THE ART OF HOSPITALITY: GUEST EXPERIENCES.
HOTEL AS UNIQUE ENVIRONMENT
ORDINARY : EXTRAORDINARY
LODGING, DINING, PLAYING
©2012 KIPUM LEE PAGE 29

30. HOTEL AS AN ENVIRONMENT.
ORDINARY : EXTRAORDINARY
©2012 KIPUM LEE PAGE 30

31. SERVICE AS ART
ON 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. SERVICE AS ART
LODGING: THE IDEA OF THE RESORT HOTEL.
©2012 KIPUM LEE PAGE 32

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. SERVICE AS ART
PLAYING: HOTEL AS A PUBLIC HUB & SOCIAL INSTITUTION.
LA GALERIE DES MACHINES ÉLECTRIQUES, PARIS EXPOSITION 1900. ©2012 KIPUM LEE PAGE 34

35. SO WHAT?
THE SHOCK OF THE OLD
TOWARDS A NEW THEME
©2012 KIPUM LEE PAGE 35

36. CONCLUSION
OLD THEME
MAKING CONNECTIONS.
HIDE : REVEAL :: ORDINARY : EXTRAORDINARY
©2003 THE MCGRAW-HILL COMPANIES
©2012 KIPUM LEE PAGE 36

37. CONCLUSION
OLD THEME
THEME FROM HISTORY.
SCIENCE
HIDE : REVEAL :: ORDINARY : EXTRAORDINARY
Backstage Available
Apersonal Operative
Systems Employees
Codified Routined
©2012 KIPUM LEE PAGE 37

38. CONCLUSION
OLD THEME
THEME FROM HISTORY.
ART
HIDE : 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. CONCLUSION
OLD THEME
THEME FROM HISTORY.
SCIENCE ART
HIDE : REVEAL :: ORDINARY : EXTRAORDINARY
Backstage Frontstage Available Always on with no boundaries
Apersonal Face-to-face Operative Active
Systems Frontline staff Employees Empowered associates
Codified Learned Routined Improvised
©2012 KIPUM LEE PAGE 39

40. CONCLUSION
NEW THEME
A NEW THEME: INTEGRATING SCIENCE & ART OF HOSPITALITY.
SCIENCE & ART
HIDE : REVEAL :: ORDINARY : EXTRAORDINARY
©2012 KIPUM LEE PAGE 40

41. CONCLUSION
NEW THEME
WHAT 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. CONCLUSION
NEW THEME
A NEW THEME: INTEGRATING SCIENCE & ART OF HOSPITALITY.
ART & SCIENCE
HIDE : REVEAL :: ORDINARY : EXTRAORDINARY
©2012 KIPUM LEE PAGE 42

43. CONCLUSION
NEW THEME
WHAT IF THAT WHICH IS HIDDEN BECOMES MORE EXTRAORDINARY?
INSIDE AN APPLE MACPRO. ©2012 KIPUM LEE PAGE 43

44. CONCLUSION
NEW THEME
A NEW THEME: INTEGRATING SCIENCE & ART OF HOSPITALITY.
ART & SCIENCE
SCIENCE & ART
HIDE : REVEAL :: ORDINARY : EXTRAORDINARY
©2012 KIPUM LEE PAGE 44

45. FIN.
THANK YOU :)
Kip Lee
kml61@case.edu
@kipum
http://placesofdesign.com
©2012 KIPUM LEE PAGE 45