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Maxx Coffee | 2020 | Hospitality | Design
In partnership with Greater Group, the popular Indonesian coffee chain, Maxx Coffee, recently opened their second international outpost in Singapore, located in Jurong East Mall. While the brand is well-positioned all over Indonesia, Singapore is the first country to host its global expansion. Greater Group previously collaborated with Maxx Coffee on the design of the brand’s pilot flagship store in Kelapa Gading, Jakarta.
In this partnership, Greater Group provided services from Creative Concept through to Tender Documentation and Furniture Procurement, including a set of guidelines for future store rollouts, in order to standardise the outlet design across multiple different formats, from stand-alone flagship, mall, office through to hospital.
Singapore’s cafe culture is often inspired by Western brands and products, but this new venue is a celebration of the rich history and flavours of the Asian coffee landscape. The localised and contemporary design extends to all elements of the cafe journey, including the exciting menu with its wide range of Asian-inspired drinks, sweet treats and meals to create a culturally immersive experience like no other.
Situated at a prime location adjacent to the Mall Entrance, this new outlet introduces original contemporary elements with brand feature colours and localised artwork. The result is a Singapore-signature Maxx Coffee outlet showcasing the very best of the brand’s visual identity and unique culinary offerings. The colour and finishes palette includes washed-effect pastels and light woodgrain textures with brass accents all coalescing to reflect the brand’s unique personality, while responding to the millennial market.
Maxx Coffee is a well-established brand in Indonesia with 80+ locations across 23 cities nationwide. The brand’s signature single-origin coffee beans are sourced from Sumatera Lintong, Java Ciwidey and Aceh Gayo. The business was born in 2015 when the founders opened the first-ever Maxx Coffee store in Cikarang, East Jakarta. In 2018, the brand saw an extensive brand transformation to reimagine the customer experience, which lead to the unveiling of the first flagship store in South Jakarta.