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Nescafe Harajuku

The store has been renovated to create a warm atmosphere reminiscent of a coffee plantation, making it a place where sustainability can be felt.

  • Commercial Spaces
  • The bright and relaxed illustrations create a fun and open atmosphere, reminiscent of a coffee farm.

    The bright and relaxed illustrations create a fun and open atmosphere, reminiscent of a coffee farm.

  • The entire wall is decorated with a huge graphic depicting the story of "farm to cup," from the coffee plantation to the production of a cup of coffee.

    The entire wall is decorated with a huge graphic depicting the story of "farm to cup," from the coffee plantation to the production of a cup of coffee.

  • The drink counter, which catches the eye of customers, is made of wood panels and domestic strandboard (an interior material made by forming fine shavings into boards with a special adhesive).

    The drink counter, which catches the eye of customers, is made of wood panels and domestic strandboard (an interior material made by forming fine shavings into boards with a special adhesive).

  • The coffee tree is placed in the center of the store. The cross section of the cardboard is intentionally left visible, making the design easy to understand that it is made from recycled materials.

    The coffee tree is placed in the center of the store. The cross section of the cardboard is intentionally left visible, making the design easy to understand that it is made from recycled materials.

  • The countertop is made from a mixture of recycled "Nescafe Eco & System Packs"

    The countertop is made from a mixture of recycled "Nescafe Eco & System Packs"

  • The store offers photo spots that customers will want to share and encourages customers to enjoy themselves freely in the store.

    The store offers photo spots that customers will want to share and encourages customers to enjoy themselves freely in the store.

  • Nescafe Harajuku
  • The entire wall is decorated with a huge graphic depicting the story of "farm to cup," from the coffee plantation to the production of a cup of coffee.
  • The drink counter, which catches the eye of customers, is made of wood panels and domestic strandboard (an interior material made by forming fine shavings into boards with a special adhesive).
  • The coffee tree is placed in the center of the store. The cross section of the cardboard is intentionally left visible, making the design easy to understand that it is made from recycled materials.
  • The countertop is made from a mixture of recycled "Nescafe Eco & System Packs"
  • The store offers photo spots that customers will want to share and encourages customers to enjoy themselves freely in the store.

Photo: T D&R

About the Project

Overview Nescafe's new concept, "Make your world," conveys that by providing delicious coffee with a focus on aroma and flavor, and by choosing coffee that is considerate of the environment and producers, customers can change themselves and the world around them. Nescafe Harajuku has been completely renovated as a place where customers can experience this concept.
Issues/Themes The aim was to subtly communicate Nescafe's new brand message and sustainability initiatives to customers, primarily the younger generation, through the space.
Space Solution/Realization The space is modeled after a green coffee plantation, and features a symbolic giant tree made from recyclable cardboard and a counter table made from recycled Nescafe packaging that blends in photogenically, creating a space that makes nature and sustainable experiences feel more familiar to guests.

Basic Information

Client Nestlé Japan Ltd.
Services Provided Design, Layout, Production, Construction, Project Management
Our Team Design, Layout: Shiori Wada, Chiaki Soga
Production, Construction: Kosuke Gotan, Tansei TDC
Project Management: Kento Nakamura
Open April 2024
Tag

*The shared information and details of the project is accurate as of the date they were posted. There may have been unannounced changes at a later date.

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