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WORLD COFFEE, Natural Oasis
WORLD COFFEE, Natural Oasis
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WORLD COFFEE, Natural Oasis
LOCATION: Hamburg, Frankfurt, GermanyPROJECT TYPE: Coffee Shop ChainPROJECT SCOPE: Strategic Analysis, Brand Experience, Interior Design, Graphic IdentityPROJECT AREA: 250 m²CLIENT: WORLD COFFEE GMBH, Hamburg, GermanyWorld Coffee is a regionally owned
German chain of coffee shops who asked Klingmann Architects & Brand
Consultants to create an innovative coffee shop brand. The central concept is
the creation of a natural oasis in the city, a place to relax and recharge that
aligns with socially responsible and environmentally friendly brand values.
Instead of a brand primarily defined by logos and graphics, Klingmann
Architects & Brand Consultants designed a holistic brand experience that
engages the senses. The interior is a juxtaposition of two different natural
environments—the shelteredness of a forest and the openness of the beach.BRAND CONCEPT: The overall mission of
this brand experience is to bring the serenity and vastness of nature into a
confined urban setting. Based on extensive market research, it was concluded
that Europeans increasingly demand third-places that are conducive to
relaxation—characterized by the attributes of nature. Relaxation, refreshment,
and inspiration through a sense of openness, the vastness of nature at seaside,
near water, and in the fresh, lush, living vegetation of an outdoor setting
were some of the leading criteria. In order to infuse the culture of coffee
with a holistic sense of physical renewal and spiritual relaxation, Klingmann
Architects & Brand Consultants designed two distinct natural environments.
INTERIOR: The interior offers the
customer two distinct outdoor experiences. The first space is characterized by
a lush green setting, evoking the feeling of being in a sheltered forest. A
real living vegetation wall acts as the main iconic element of the space.
Coffee tables nestled among tall birch boughs provide seating areas in
sheltered areas. The second space is a vast open expansive setting, like a
beach, defined by two iconic water features. Both spaces use only authentic
materials: reclaimed wood, renewable materials, raw stone, natural fabrics, and
found objects that age gracefully over time.
ENTRANCE: The exterior identity is defined by a green plant signage board that
is devoid of a logo and changes with the seasons. A back lit screen of changing
seasonal images defines the appearance of the facade, consolidating the brand
experience of the interior space onto the exterior. Most of the façade,
however, is transparent, and can be fully opened depending on the season,
connecting the interior of the store with the exterior environment. The
boundaries of the store are extended by an outdoor patio lined with bamboo
plants and exterior seating, blurring the distinction between the street and
the interior of the cafe.
FRONT ROOM: The front room is designed as a takeout area with an ordering
counter on one side and small individual tables placed within the birch grove.
The birch grove reduces noise around the cafe seating, making it an ideal place
to sit by yourself or do work, even though it is the busiest part of the cafe.
The living plant wall gives the impression that the cafe is nestled in a
thriving forest.
BACK ROOM: The back area of the cafe transitions from forest to beach and
features a lounge and a dining area. The lounge is characterized by comfortable
seating arranged around relaxing water features-- a bubbling pool in the middle
and a waterwall along the back wall. The reclaimed barn wood floor has the
weathered feel of a boardwalk, further bringing a sense of the beach. The
dining area is in the banquette-style seating along back-lit reed-paneled walls
and provides wait service and a full menu with an extensive palette of natural,
locally sourced food.
German chain of coffee shops who asked Klingmann Architects & Brand
Consultants to create an innovative coffee shop brand. The central concept is
the creation of a natural oasis in the city, a place to relax and recharge that
aligns with socially responsible and environmentally friendly brand values.
Instead of a brand primarily defined by logos and graphics, Klingmann
Architects & Brand Consultants designed a holistic brand experience that
engages the senses. The interior is a juxtaposition of two different natural
environments—the shelteredness of a forest and the openness of the beach.BRAND CONCEPT: The overall mission of
this brand experience is to bring the serenity and vastness of nature into a
confined urban setting. Based on extensive market research, it was concluded
that Europeans increasingly demand third-places that are conducive to
relaxation—characterized by the attributes of nature. Relaxation, refreshment,
and inspiration through a sense of openness, the vastness of nature at seaside,
near water, and in the fresh, lush, living vegetation of an outdoor setting
were some of the leading criteria. In order to infuse the culture of coffee
with a holistic sense of physical renewal and spiritual relaxation, Klingmann
Architects & Brand Consultants designed two distinct natural environments.
INTERIOR: The interior offers the
customer two distinct outdoor experiences. The first space is characterized by
a lush green setting, evoking the feeling of being in a sheltered forest. A
real living vegetation wall acts as the main iconic element of the space.
Coffee tables nestled among tall birch boughs provide seating areas in
sheltered areas. The second space is a vast open expansive setting, like a
beach, defined by two iconic water features. Both spaces use only authentic
materials: reclaimed wood, renewable materials, raw stone, natural fabrics, and
found objects that age gracefully over time.
ENTRANCE: The exterior identity is defined by a green plant signage board that
is devoid of a logo and changes with the seasons. A back lit screen of changing
seasonal images defines the appearance of the facade, consolidating the brand
experience of the interior space onto the exterior. Most of the façade,
however, is transparent, and can be fully opened depending on the season,
connecting the interior of the store with the exterior environment. The
boundaries of the store are extended by an outdoor patio lined with bamboo
plants and exterior seating, blurring the distinction between the street and
the interior of the cafe.
FRONT ROOM: The front room is designed as a takeout area with an ordering
counter on one side and small individual tables placed within the birch grove.
The birch grove reduces noise around the cafe seating, making it an ideal place
to sit by yourself or do work, even though it is the busiest part of the cafe.
The living plant wall gives the impression that the cafe is nestled in a
thriving forest.
BACK ROOM: The back area of the cafe transitions from forest to beach and
features a lounge and a dining area. The lounge is characterized by comfortable
seating arranged around relaxing water features-- a bubbling pool in the middle
and a waterwall along the back wall. The reclaimed barn wood floor has the
weathered feel of a boardwalk, further bringing a sense of the beach. The
dining area is in the banquette-style seating along back-lit reed-paneled walls
and provides wait service and a full menu with an extensive palette of natural,
locally sourced food.
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