Having designed two other outlets of Brew92, a homegrown third wave coffee shop, the brief for Liqui Design on this project was to create another flagship for Brew92 but with a different look and feel of the previous iterations. "The whole idea of the flagship roll out is to give a different customer experience in each location," says Cameron Fry, founder of Liqui Design.
Located at the Iman University in Saudi Arabia's capital Riyadh, this is Brew92's second flagship store, following its first flagship in Al Khayyat, Jeddah. Featuring an on-site roastery and an array of well furnished seating zones, the design concept of this large two-storey space is modern, yet modest, aligning with the cultural practices of the country.
Some of the design highlights include a huge piece of art by Vincent Abadie Hafez, also known as Zepha, combined with the bespoke wall tiles. "The client and we love working with the artist, as he really does add something to the interior, stopping it from just being about the three-dimensional design," says Fry.
Some of the challenges faced while working on this project include the scale of the project. "The sheer scale of the interior was challenging. It is massive for a coffee shop. It was about breaking it up into cosy spaces so you don't feel like you're sitting in an aircraft hanger while you're trying to have a quiet coffee with friends or doing a bit of work on your laptop," explains Fry.
Having designed two other outlets for the cafe, the design firm aimed for a balance between creating distinctly different properties and imbuing them with a common focus on creating spaces for people to socialise in.
"The brand is primarily aimed at the millennial generation, so we try to create a strong brand identity through the bespoke furniture and lighting we've created," says Fry. "There's always a visual anchor point beyond the logo for anyone who has visited the other branches."
Liqui Design chose to work with lighter materials and colours throughout the new Brew92 cafe space, including wood, fabrics and leather, and a serene blue on several walls. The overall result is a clean and friendly Scandinavian-style aesthetic. Expansive floor-to-ceiling windows bathe the cafe's spacious interior in a restorative, natural light At the same time, the use of plants throughout the cafe add a touch of biophilia. Industrial elements, such as air ducts and steel pipes, have been integrated into the space with minimum obstruction. Walls are decorated with graphic artwork by the renowned French contemporary artist Zepha whose work is inspired by traditional and contemporary Arabic calligraphy.
In keeping with Brew92's Al Khayyat flagship coffee store, Liqui Design has used its own furniture and lighting throughout Brew92's Riyadh shop. All the pieces were designed and manufactured in the UK, using sustainable materials and combining traditional craftsmanship with innovative approach. A range of cafe-style tables, chairs, lounge seating and lighting fixtures help to create a welcoming mix of quiet and conversational areas. Hexagonal tiling and concrete flooring has also been used to delineate spaces.