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Middletown Cafe
Middletown Cafe
Prahran, Australia
Project Featured on Oct 08, 2016
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Other Projects by Studio Tate
Middletown Cafe
Prahran, Australia
Project Featured on Oct 08, 2016
Every element of Middletown has been meticulously considered through an intensive creative collaboration with between the owners, Studio Tate and Pop & Pac. Randy and Val made the decision to involve the studios from day one with the philosophy that to create a truly holistic experience, every touch point, from the décor to the branding, the menu to the service, should be grounded in the same brand story.
During the early branding stages of the project words like beautiful, refined, humble and attainable become reoccurring themes and it was decided that if the café were a person it might be something like Kate Middleton. And so Middletown found its story.
“Kate was our muse,” explains lead designer Alex, “we used her persona as a reference point to interpret elements of the space and ensure they all worked harmoniously.”
“We went to great length to ensure that every element of Middletown was grounded in the same story,” said David & Morris of Pop & Pac, “this wholistic collaboration between interiors architecture and graphics has delivered a branded outcome we believe is original for hospitality”.
“We love working with Pop & Pac and have a huge respect for what they do. It’s unusual for graphics and interiors to work so closely together but we understand that it’s more than creating a logo, it is part of the interior design as well,” said Alex.
The result is a truly holistic experience that impresses from the initial ‘wow’ factor down to the subtlest details. The interior décor forgoes the classic Melbourne café uniform of pale plywood surfaces and raw white washed walls for something that maintains a modern feel but is somewhat more refined and elegant.
As you first enter the light-filled café you are lead up a walk way and met with the jewel in the crown, a custom made terrazzo top table featuring subtle brass trim detail. Above it hangs feature pendants from Spain, some of the the first in Australia.
Luxurious materials are used subtly throughout the décor with hints of marble, brass trims and terrazzo tiles complimenting the bold navy blue colour pallet. A variety of seating options accommodate large celebratory groups to more intimate get togethers, while a dedicated custom marble Brew Bar seats the more discerning coffee connoisseurs.
During the early branding stages of the project words like beautiful, refined, humble and attainable become reoccurring themes and it was decided that if the café were a person it might be something like Kate Middleton. And so Middletown found its story.
“Kate was our muse,” explains lead designer Alex, “we used her persona as a reference point to interpret elements of the space and ensure they all worked harmoniously.”
“We went to great length to ensure that every element of Middletown was grounded in the same story,” said David & Morris of Pop & Pac, “this wholistic collaboration between interiors architecture and graphics has delivered a branded outcome we believe is original for hospitality”.
“We love working with Pop & Pac and have a huge respect for what they do. It’s unusual for graphics and interiors to work so closely together but we understand that it’s more than creating a logo, it is part of the interior design as well,” said Alex.
The result is a truly holistic experience that impresses from the initial ‘wow’ factor down to the subtlest details. The interior décor forgoes the classic Melbourne café uniform of pale plywood surfaces and raw white washed walls for something that maintains a modern feel but is somewhat more refined and elegant.
As you first enter the light-filled café you are lead up a walk way and met with the jewel in the crown, a custom made terrazzo top table featuring subtle brass trim detail. Above it hangs feature pendants from Spain, some of the the first in Australia.
Luxurious materials are used subtly throughout the décor with hints of marble, brass trims and terrazzo tiles complimenting the bold navy blue colour pallet. A variety of seating options accommodate large celebratory groups to more intimate get togethers, while a dedicated custom marble Brew Bar seats the more discerning coffee connoisseurs.
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