Every corner of a senior living community holds stories of connection, comfort, and belonging. Thoughtfully designing senior living spaces brings these stories to life, transforming dining rooms and common spaces into places where residents feel truly welcomed and valued. By weaving together branding, storytelling, and intentional design, communities create environments that do more than look good; they nurture wellbeing, inspire joy, and make every day feel a little more like home.
But creating spaces that look good is only part of the equation. Operators also need environments that perform — from front-of-house (FOH) flow to back-of-house (BOH) function — and that’s where this integrated approach stands out.
Rooted in hospitality and driven by strategy, The Hub | Design Innovation, Hospitality Services LLC lends creative vision with operational insight to design senior living environments that are not only beautiful, but also efficient, brand-forward, and built to last. From BOH assessments and vendor partnerships to branded marketing support, their work goes far beyond décor, and far beyond dining.
Led by President Phillip Dopson and Vice President Glenn Bradley, the company began as an innovation within Morrison Living but quickly evolved into an independent solution provider with a broader mission: to help senior living communities build spaces that tell a story, serve a purpose, and support long-term success.
In this Q&A, Phillip shares the story behind The Hub’s founding, its evolution, and why building brands, not just venues, is key to making lasting impressions in senior living.
I came from the hotel industry to Compass Group, where I transitioned to the senior living sector. After my first year as an operator, I noticed a big disconnect between the way people experience hospitality in hotels versus communities. The environments were similar in the sense that people expected choice and meaningful experiences, but senior living often fell short, especially in dining. There were no brand identities, spaces were just called “dining rooms,” and the feel was institutional rather than experiential. That gap inspired me to bridge hotel-style hospitality with senior living environments.
It started as a service through Morrison Living, where we would help clients with capital investments to create real dining venues, restaurants, bistros, coffee shops, with unique identities. The goal was to move away from generic dining rooms and create spaces that felt intentional, memorable, and full of life. That was the genesis of the company.
But we quickly realized that the need was bigger than just designing senior living spaces. Clients were asking for help with flow, function, branding, and even marketing. We knew this had to grow into something more independent and integrated.
We now support clients far beyond aesthetic design by evaluating operational efficiencies in both front- and back-of-house spaces. We work closely with vendors to source materials, furniture, and finishes that are durable, cost-effective, and aligned with the vision.
We’ve also added a marketing component to our services, helping clients tell the story of their new spaces through digital and print collateral, naming, signage, and brand development.
Because we operate many of the spaces we design, we understand what works and what doesn’t, both in terms of cost and resident experience. Most external design firms don’t get access to the operators. We do. That gives us critical insight and allows us to build brands that teams can actually deliver on.
That’s the biggest difference. Many firms hand off a plan and walk away. We stay engaged, from build-out to post-launch, to make sure the space not only looks great, but functions well for residents, staff, and the business.
That’s one of our biggest strengths. We stay involved. Our teams work alongside operations to make sure the vision is carried out. We’re not just handing off a plan; we’re building a lasting experience. Whether it’s supporting with training, recommending adjustments based on team feedback, or helping update materials as needs evolve, we’re not just a one-and-done service. We want the space to feel consistent, cohesive, and true to the brand long after the ribbon is cut.
It’s easy to redecorate a space. But we’re not just changing furniture; we’re creating brands that evoke emotion and consistency, which is an essential part of designing senior living spaces. From the name of the venue to the menu, the plating, and the way it makes people feel, every element supports the identity of a community. We’re crafting experiences that residents connect with. And in senior living, that sense of identity matters more than ever.
You can redecorate a space and call it done, but that’s not how we approach it. We build brand experiences. That includes naming, signage, menu design, marketing collateral; all the elements that create a consistent and emotionally resonant experience.
The real goal is to help people live full, inspired lives. When residents are proud of where they live and feel good about hosting family and friends, that’s when we know we’ve done our job. It’s about giving people choice, dignity, and a sense of place that reflects who they are. When people love where they live, they’re more engaged and fulfilled.
For clients, it’s about performance. A well-designed space can improve flow, drive satisfaction, support retention, and strengthen brand perception. We help bring those outcomes together, creating environments that elevate daily life and deliver long-term value.
