This book invites the reader to delve into the fascinating world of hospitality and catering through the prism of archetypes - universal symbols of the collective unconscious discovered by Carl Jung. The author explores how mythological images and symbols influence the perception of space, service and atmosphere of catering establishments and places of temporary accommodation.Having studied the psychology of perception of customers and employees of the hospitality industry, the author offers original approaches to creating unique concepts of service and interiors that will emphasize the individuality of the institution and attract the target audience. The reader will find here practical recommendations on the use of symbols in marketing, branding and interior design.The book is addressed to hotel and restaurant owners, architects, interior designers, marketing and advertising specialists, students of specialized universities and all those interested in the world of psychology and aesthetics of public spaces.