Shanghai stands as one of the most dynamic and competitive hubs in the global coffee market, serving as the ultimate proving ground for globalization, localization, and brand innovation. Amid this bustling metropolis lies the newly reimagined Captain George Flavor Museum, founded by PENG Jinyang, known as Captain George, the champion of the 2025 World Coffee Roasting Championship (WCRC). Celebrated for his mastery of roasting, access to premium green bean supply chains, and competition-grade quality, Captain George has garnered deep respect from industry insiders and passionate coffee aficionados alike.

The museum’s entrance, designed as a recessed portal, maintains the building’s imposing volume while offering an emotional segue into a distinct experiential space, preparing visitors for the journey ahead.

Inside, the space is thoughtfully segmented into three distinct zones: a casual coffee lounge, a retail area for custom-blended beans, and a dedicated brewing space for competition-grade beans. These overlapping environments, underpinned by a meticulous service framework, enable Captain George to connect with customers on a richer, more multidimensional level. His vision for the Flavor Museum eschews the allure of a sleek, modern space in favor of a “vintage” aesthetic—one steeped in craftsmanship and a profound sense of history.

This “vintage style” transcends mere visual nostalgia; it embodies a cultural reimagining of time and a spiritual dialogue with the past. The design team at Some Thoughts views specialty coffee as a counterpoint to efficiency, a celebration of time’s intrinsic value. Accordingly, the design weaves a narrative of “time and flavor” through various lenses—spatial arrangement, curatorial displays, lighting, and decorative elements—to create a cohesive experience.

The industrial edge of custom black steel fixtures harmonizes with coffee equipment and tools, achieving both aesthetic synergy and a profound commitment to functionalism. Yet, at its heart, coffee is a human endeavor, not a mechanical one. The liberal use of vintage furniture, carefully selected artifacts, and weathered artistic finishes imbues the space with warmth, balancing its professional rigor with an inviting ambiance.

In the custom blended bean retail area, precision, durability, and expertise are non-negotiable. The orderly array of black cast-iron cabinets along the facade not only serves practical storage needs but also symbolizes the brand’s relentless pursuit of quality and meticulous categorization.

Venturing into the back area, the focus shifts to Captain George’s personal interpretation of flavor. A long bar counter stretches through the competition-grade bean brewing room, transforming the space into a stage where the pursuit of perfect flavor and the sensory delight of patrons converge as the centerpiece of interaction.

Ultimately, the Captain George Flavor Museum offers far more than a cup of coffee; it delivers a singular ecosystem centered on flavor—a masterful blend of taste, design, and aesthetics.

Project Name：Captain George Flavor Museum
Location：No. 236, Taiyuan Road, Jing'an District, Shanghai
Space and Display Design：Some Thoughts Spatial Design Studio
Website：somethoughts.cn
Media Inquiries：press@somethoughts.cn
Lead Designer：Li Jingze
Designers：Xiang Guo，Fu Xiaoru, Jin Qiang
Project Owner： Guizhou George Chenrui Coffee Co., Ltd.
Main Materials：Artistic Paint (Inlabism), Imitation Terrazzo Tiles (Calvin Tiles), Beige Marble, Reclaimed Wood Panels, Weathered Black Steel, Weathered Brass, Diamond-Patterned Wire-Reinforced Glass (Shanghai Huihong Construction)
Lighting Design：Hangzhou Rongxi Lighting Engineering Co., Ltd.
Construction Team：Shanghai Huihong Construction Group Co., Ltd.
Interior Area：150 sqm
Design Period：07/2023-03/2024
Construction Period：03/2024-10/2024
Photography：SFAP