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Maxx Coffee | 2020 | Hospitality | Design
The Indonesian coffee chain Maxx Coffee commissioned greater group to design their pilot flagship store in North Jakarta’s Kelapa Gading district and provide design guidelines for future stores. The brief was to design a store that reflects the new Maxx Coffee branding, which was developed during a major brand identity revamp that kicked off in 2018.
Providing services for strategy creation, interior design, environmental graphics conceptualising and tender/technical drawings, greater group’s design team took the new set of brand guidelines and translated it to a striking interior design concept that is localised to the Kelapa Gading neighbourhood and can be adjusted to apply to other rollouts in the brand’s store network.
In its vocation to reinvent the way people experience coffee and coffee shops, the brand aims to create modern store environments that encourage community-building in a comfortable, sociable setting. Co-working areas and multi-use meeting rooms are part of the Maxx Coffee experience, which was incorporated in the design through an upstairs meeting room that can be booked by customers, co-working booths that are proving very popular in this new outlet, especially among young mothers who regularly use this space to meet up, and an outdoor area that extends the upstairs section.
The design was localised to Kelapa Gading, which is known as one of Jakarta’s Chinatown districts. The materials and finishes used creatively reflect the new branding while maintaining cost-efficiency. The combination of a clever use of brand colours, contemporary 3D wall art, circular booth seatings inspired by the signature Chinese round table and a reimagined shopfront inspired by Japanese architecture create a vibrant visual framework that appeals to younger audiences who are always on the lookout for interesting photo opportunities for Instagram.
The Maxx Coffee brand was born in 2015 when the founders opened the first ever Maxx Coffee store in Cikarang, East Jakarta. Sourcing from Indonesia’s finest coffee regions, the brand serves a wide range of speciality Arabica coffees made with freshly ground beans. In 2018, Maxx Coffee launched a full-blown brand transformation, taking a closer look at how the brand’s identity is expressed and how this impacts customer experience. Following this rebranding, Maxx Coffee opened the doors to their first flagship store in Kemang, South Jakarta.