OGAWA COFFEE LABORATORY SHIMOKITAZAWA

DirectionPR

2021.7.30

The second installment of the rebranding project for Ogawa Coffee, OGAWA COFFEE LABORATORY SHIMOKITAZAWA, presents a different concept than the one in Sakurashinmachi, focusing on an "experiential bean salon." This space allows visitors to not only drink coffee but also experience the entire process from purchasing coffee beans to roasting and brewing.

Given the nature of an experiential shop, the goal was to minimize clutter from tools and materials while directing the space design. All equipment is neatly stored within a concrete counter measuring approximately 9 meters in width. Coffee beans are displayed artfully behind doors covered with traditional Japanese paper, creating a more laboratory-like atmosphere compared to the Sakura-Shinmachi shop.

In addition to the design of the concept and space, equal emphasis was placed on merchandising to promote coffee as a cultural experience. The space features art books selected by Yusuke Nakajima, the director of the TOKYO ART BOOK FAIR, coffee goods created in collaboration with Karita, and Kutani ware. This makes it a deeply engaging and truly experimental place.