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Maxx Coffee | 2020 | Hospitality | Design
The Indonesian coffee chain Maxx Coffee commissioned the global retail design agency greater group to design their pilot flagship store in North Jakarta’s Kelapa Gading district and provide hospitality design guidelines for future stores. The brief was to design a coffee shop that facilitates community-centred customer experience and reflects the new Maxx Coffee branding, which was developed during a significant brand identity revamp that kicked off in 2018.
Providing retail design 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 hospitality interior design concept that is localised to the Kelapa Gading neighbourhood and can be adjusted to apply to other coffee shop 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 retail community-building in a comfortable, sociable setting. Co-working areas and multi-use meeting rooms are part of the Maxx Coffee customer experience, which was incorporated in the store 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 locals who regularly use this space to meet up, and an outdoor area that extends the upstairs section.
The coffee shop design concept 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 seating inspired by the signature Chinese round table, and a reimagined shopfront inspired by Japanese architecture creates a vibrant visual framework that particularly attracts younger customers who are drawn to spaces with Instagram-appeal.
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.