the new GAGA in Shenzhen by COORDINATION ASIA
A one-of-a-kind space that blurs the boundaries between indoor and outdoor
An increasing number of young socialites and creative professionals in China has triggered the popularity of coffee culture, and has rapidly turned coffee consumption into a highly competitive industry. Within this market, COORDINATION ASIA took on the challenge to re-design deli and eatery Gaga, a young, fresh, modern and fashion forward brand that distinguishes itself with a great eye for detail. COORDINATION ASIA took the essence of what has made Gaga into a success, and created a one-of-a-kind space that blurs the boundaries between the indoor and the outdoor.
The main concept for the new interior - “blurring thresholds” - results in a pleasantly spacious feel and a strong pull factor for by-passing shoppers. Indoor and outdoor are connected, amongst others through a custom made ceiling installation of lamellas, which looks like a burst of sun rays from deep within the store. The lamellas continue onto the walls to create shelves for merchandise. In the evening, when Gaga takes on a lounge atmosphere, visitors can enjoy soft jazz music on the atmospheric patio. The outdoor floor panels continue into the interior and transition into sleek concrete floors. The new space uses the existing color scheme of the brand. Rustic wood, soft organic textile and a green decor create a stylish and harmonious environment that is warm, natural and cozy.
The soul of Gaga lies for a great part in the food that is served. Wall shelves spanning the length of the store therefore make the top quality ingredients that are used in Gaga’s own kitchen accessible to Gaga’s consumers. The specific merchandising concept ‘from our kitchen to yours’ promotes Gaga’s standards for quality and makes customers feel as if they are hosted in Gaga’s private pantry. Care for quality is also visible in other details; from individually customized tableware to decorative pieces. No two items are alike, and each is selected with the greatest of care.
A flexible seating scheme was created to facilitate high capacity while maintaining a homely and cosy atmosphere. Plush sofa benches line one side of the space, extending to the outdoor area. Floating seats in the middle of the space can be combined in different ways to cater to parties of different sizes. Wall shelves are flexible and multifunctional; on busy hours lower shelves can be cleared and used as tables.
Starting from a deep understanding of the brand, the design highlights and secures Gaga’s unique brand values and attitude. COORDINATION ASIA has succeeded to take ‘care for products’ and ‘high quality taste’ to the next level, while creating a home-away-from-home with the finest of detail.
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