#USA #Chicago #hospitality #Guest Experience #Outform

Outform's Innovative Step into the Hospitality Sector

In an exciting move announced on January 19, 2026, Outform Group, Inc. unveiled its dedicated hospitality division known as Outform Hospitality. This initiative aims to streamline and enhance brand-driven guest experiences across the hospitality industry.

The new division is designed to assist hospitality brands in swiftly creating high-quality guest environments while maintaining cost control. With its integrated service model, Outform Hospitality will provide comprehensive solutions, including planning and consulting, design services, procurement of furniture, fixtures, and equipment (FFE), production, technology integration, logistics, and installation. This holistic approach is tailored to meet the unique lifecycle requirements of the hospitality sector, enabling owners, operators, and brands to execute consistent standards across various regions as guest expectations and technological advancements evolve.

At the heart of Outform Hospitality is a technology-driven procurement system that simplifies FFE specifications, ensures price transparency, and facilitates sourcing through a global network of suppliers. By combining real-time procurement insights with proprietary manufacturing capabilities and localized execution strategies, Outform Hospitality minimizes risks while expediting the development-to-delivery cycle, all without compromising design integrity.

Outform's entry into hospitality capitalizes on its longstanding experience in creating complex, design-centric environments around the globe. The hospitality industry represents a natural extension of Outform's core competencies, where physical experiences, brand narratives, operational excellence, and cost efficiency intersect seamlessly.

In order to accelerate its market entry and bolster expertise within the hospitality category, Outform Hospitality will leverage a strategic joint venture with SZ Design and the Mejor Group. This partnership will enrich the platform with award-winning design and procurement proficiency.

Ariel Haroush, CEO of Outform, emphasized the importance of adaptability in today's fast-paced industry, stating, "The hospitality landscape is evolving rapidly, and success now hinges on how effectively a vision can be transformed into scalable solutions. Outform Hospitality expands our proven Think, Make, Run model into a space that demands speed, precision, and global consistency."

Leading Outform Hospitality is Johan Holm Thornhammar, Senior Vice President of Hospitality, alongside Creative Director Saar Zafrir and a skilled leadership team covering creative direction, procurement, and operations. With offices in the USA, Europe, Israel, and China, the division is set to support flagship destinations and multi-site rollouts, ensuring regional consistency while adapting to local market demands.

For more information about Outform Hospitality, visit Outform's official website.

Overall, Outform's strategic foray into the hospitality sector reflects its commitment to advancing brand-driven experiences by integrating design and technology, ultimately enhancing guest satisfaction and operational success across the board.