Some people say that cross-border is a bullying art, but coffee is the best glue, blurring the boundaries of the industry. From shopping malls, cinemas, bookstores, home stores, retail stores, entrepreneurial spaces and other major formats, to GUCCI, HERMES, Armani, VOGUE and major well-known retail brands, and even social platforms, video websites and other emerging industries, all industries have begun to play bundled games with coffee.
Through cross-border, the perfect grafting of the two categories of customer groups creates a broader consumption scene, satisfies the inner feelings of consumers, and more deeply disseminates the concept and value of the brand. Because when coffee has become a part of the lifestyle, when the calm, comfortable and comfortable environment of the café can soothe the inner emotions of consumers for a moment, the café no longer needs to deliberately create content, because it is the content itself.
"Business and Real Estate" today will share a few more cases of brand cross-border coffee.
Ralph'sCoffee
Fashion × coffee
The cross-border between fashion brands and coffee should be the least new thing, after all, there have long been demonstrations of big brands such as Gucci and HERMÈS.
Ralph's Coffee is Ralph Lauren's café on the second floor of new York's Fifth Avenue flagship store, and it is also the brand's first café, unlike the luxury brand, the decoration of this store is not luxurious, the café as a whole adopts the brand's signature green, mosaic floor tile design, marble table, vintage oak square table and old tavern style chairs, all of which are full of classic nostalgia and fresh and natural sense of life.
The coffee sold in the store is Ralph Lauren's self-created personal coffee series, using USDA certified organic coffee beans, including organic drip coffee, organic Italian espresso, organic decaffeinated Italian espresso three specialty drinks. In addition to coffee, the restaurant also offers a variety of desserts and sandwiches. Customers who want to take home the Ralph's Coffee experience can or bag the brand's coffee beans, as well as baseball caps and T-shirts with the Ralph's Coffee logo.
And this green coffee cart that runs through the streets of New York is definitely one of the symbols of Ralph's Coffee!
Innisfree Green Cafe
Cosmetics × coffee
Innuen, a young Korean cosmetics brand, opened a brand concept store "Innisfree Jeju House" that combines cafes in Jeju Island and Seoul, and at the end of 2015, it set up Green Café in its flagship store in Shanghai.
The volcanic rock pools that highlight jeju island, the secluded but fun swings, and the vertical courtyard emphasize the fresh natural sense of greenery in terms of decoration style.
The café specializes in healthy, varied coffees, drinks and desserts made from Jeju Island. In addition, the store also sells various types of brand peripherals, such as thermos cups, eco-friendly bags, sleep masks, sleep socks and other daily lifestyle items and organic products.
The café area features Up-CyclePost, with a poster printed on the brand's origin, the beautiful landscape of Jeju, on the front, while the back of the poster, cut along the graphic and folded, places the poster on a smartphone and serves as a portable paper speaker.
MoleskineCafé
Notebook × Coffee
It's common for fashion brands to dabble in coffee, but it's really new for notebook brands to get a kick.
Moleskine, a notebook brand that carries stories, was once the favorite of writer Hemingway and painter Van Gogh, and this time extended its tentacles to coffee, and its first coffee shop opened at The Airport of Geneva in Switzerland.
In recent years, Moleskine has been active in making it known that the Moleskine notebook can help you write down the things you want to remember in your life in a unique way. The original intention of opening a coffee shop was to expand this concept through coffee, which is indispensable to everyone.
This café at Geneva Airport is as simple and simple as Moleskine's book, without excessive decoration, without ornate advertising, but simply with brand elements that appear everywhere in the store. In terms of drinks and meals, Moleskine collaborated with the German restaurant group Caviar House & Prunier, while the design of the coffee cup was done in collaboration with illustrator Carlo Stanga.
The store also includes many Moleskine products and accessories, and exhibits the artist's paintings on Moleskine notebooks, reinforcing the atmosphere of Moleskine. Maybe the notebook, the coffee, and the journey are indeed a wonderful combination, and in the rush of the airport, you may want to stop, order a cup of coffee, and record the journey.
MonocleCafé
Magazine × Coffee
Monocle, a large life service magazine founded in the UK, is not so much a print magazine as a medium for selling lifestyles and tastes. Since its inception in 2007, in just a few years, In addition to doing traditional paper media, Monocle has also opened a 24-hour radio station and cooperated with a number of design brands to launch daily necessities, which has accumulated a good reputation in the international literary and artistic youth circles. Now, Monocle has opened offline retail stores and cafes in London, New York, Tokyo, Hong Kong and other cities.
Monocle's first café opened in Tokyo and the second in London, just off Baker Street. Because of this, the café in London still continues the design style of the Japanese store: simple store design, wooden furniture and plates, warm and soft light, and even the staff's clothing is full of Japanese elements.
Monocle Café uses a fine coffee machine and coffee beans, accompanied by Nordic, Japanese and British food, and serves the best pastries, from cups, plates, chairs, lighting to all decorative products, using well-known supplier brands that present excellent quality, reflecting its own unique taste. Buy the magazine MONOCLE here, there will be packaging, you can also buy its carry bag, as well as the hasami coffee cup you just used.
In October 2015, Monocle opened a new café bar near paddington train station× a bookstand, full of magazines and books from 107 countries in 60 languages, in addition to coffee.
Nendo ConnelCoffee
Design × coffee
Nendo, a well-known design firm founded in 2002 by Japanese ghost designer Daisuke Sato, has opened a café called Conel Coffee downstairs from his office. The Shinsakusa Tsukikaikan building was designed in 1977 by Japanese architect Kenzo Tange and features a rocky courtyard designed by sculptor Isamu Noguchi.
Nendo respects the architect's design, as far as possible to retain the original style of the building, the store space structure has not been changed, only some changes have been made to the ground to present a "sense of flow", and added some interior decorations, such as counters and stairs, to strengthen the sense of space, but also to ensure design consistency, the entire space is not placed on any wall, very transparent, but also make it look less like a café. Under the soft lighting, wooden floors and furniture of the same color also appear very affinity.
The tulip table and chair designed by Airo Sarrinen has been preserved and restored, and Nendo has given it a new matte black.
As a cross-border café, Connel Coffee embodies the essence of design in many details. In Japanese, nendo means "clay" and connel means "shaping", and the two meanings have a very subtle connection, and nendo uses this association to make good use of this series of cups designed for cafes, the handle is like moldable clay, like "n", but different shapes, each cup is different.
Nendo has designed a very distinctive tin coffee mixing stick for the café, which can be placed separately and upright, but the metal tin material is very soft, and with the long use of the mixing stick, the shape of the mixing stick will constantly change, bending out a variety of forms.
Colonia Juarez
Bikes × Coffee
A small bicycle shop runs in a neighborhood called Colonia Juarez in Mexico City, the capital of Mexico. Although the single-storey floor covers an area of only 85 square meters, this space houses a bicycle installation and repair studio, a bicycle shop, and a café.
The decoration style of the whole store is very simple, with white walls and gray floors with log-colored furniture, and then put on bicycles and street-style clothing products, which is full of street flavor.
The café opens onto the street, with open windows facing the street making it easy for passers-by to buy drinks and refreshments. Seating in the café spreads throughout the store, from the bar to the second floor of the showroom and studio. In fact, most of the people who come to this shop are local cycling enthusiasts in Mexico City, and they are very happy to have a cup of coffee when they come to the store and see what's new in the store when they drink coffee.
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