The arrow’s guidance is always the most straightforward. If it is not enough, add another one.
As a new street niche coffee brand, SEVENCUPS hopes to remix coffee, taste, youth, fashion, Instagram-worthy and other elements through the commonness between the brand tone and customers, and bring forth the new through the old. Relies on this small and refined space to display the concept pursued by the brand – to convey the core of coffee with the quality of design, and to make a good coffee drink with heart.
Facade is the highlight of all offline commercial spaces. How to stand out from many brands, make a brilliant debut, and firmly catch the public’s attention at the first sight with novel style is the primary task of SEVENCUPS. The design team builds the image of the brand through the common sign of arrows in order to impress people by the simplest symbol.
In terms of visuals, we hope to guide customers to complete the space exploration by using simple arrows as visual language. In terms of atmosphere, warm tone lighting is used as the main light source to neutralize the industrial cold tone of materials, forming the difference between cold and warm tones, so as to deepen the visual contrast and highlight the brand’s LOGO and signboard.
SEVENCUPS has a small site area. On the basis of the reasonable layout of the indoor structure and the premise of maximizing the use of space, it formulates a compact layout which conform to people’s movement. After meeting the functional use of each area, it follows the design concept of “facade is space”, abandons the design idea of traditional open beverage stores, and advocates “concealing” and “regenerating” to divert customers’ attention and create mystery, multi-level three-dimensional space structure, turns disadvantage of the small size into advantage. A new space is embedded in the original building space, which naturally connects with the external environment and adds space levels.
Under the cover of stainless steel, the only colored window makes customers unable to know the real structure of the internal space on the first sight, which arouse their exploration desire. The interaction of the whole space is locked in this window, and the customized ordering area meets the 1V1 service experience.
Stainless steel shows simplicity and neatness, while the other colors enhance the richness of the overall color. The embedded ordering scene makes the ordering process more ritual and private. Through the small glass view-points on both sides, customers can vaguely see the operation area, and guide them to pay more attention to the brand and enjoy the product itself.
The shining arrow symbols that change with the visual angle run through the whole space, connect the ordering area, picking-up area and self-service area, so that a series of actions such as ordering, cup taking, self-service, etc. are connected naturally, which not only improves the operating efficiency of the store, but also avoids the confusion and trouble caused by unclear functional differentiation, ensuring the smoothness of customers’ experience. Self-service delivers the relaxation of pick-up coffee on the street.
Space is only an external expression, and the surprise and satisfaction brought by exploring space is the key to forming internal emotions. What we do is just to give the curious people guidance by arrows.
“A good cup of coffee”, based on this seemingly simple standard, is an exploration of the current social status of young people. While giving consideration to space functions, OYTT DESIGN still gives the space futuristic and technological aesthetics, concentrates on every detail, comes out an offline coffee commercial space with texture. “Casual gathering on the street “, meets the slow pace of coffee drinking for the trendy people, and also meets the needs of the surrounding workers to refresh themselves quickly, and the project itself is also a spiritual spot for people to stop by.
Location：Yangshe Old street,Zhangjiagang,Suzhou,Jiangsu,China
Design Company：OYTT Design
Chief Designer：Yue Jiang 、Tiao Ouyang
Design Team：Danfeng Zhou,Yun Yao,Xiaobei Ma, Yaoyuan Hu
Main Materials：Art paint, brick, stainless steel, metal plate