Apologies for the rather tortured terminology (tip of the hat to Pearlfisher’s notion ‘The rise of premiumisation‘ – “bridging the gap between the desirability of the luxury world and the function and necessity of mass market products” – now also seen in Primark’s huge flagship store) but now coffee connoisseurs (coffoisseur?) can take their caffeine addiction to the next level.

The company’s latest venture in London’s West End (with more city sites in the UK planned) will allow you to “watch… coffee being made at what looks like a chemistry laboratory. Copper funnels and glass siphons are used to make Clover, Syphon and Chemex coffee…”.

The Reserve was “inspired by the popular 1950s Italian-style coffee bars of Soho but with a modern twist” and as the means by which the brand can showcase what’s at the hot, liquid heart of its business: “known as a coffee shop, but perhaps… not as well known… for the quality and variety of our coffee.”

‘Time for a coffee?’ might now demand a whole new level of commitment.

Here’s The Guardian article in full.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

About Richard Hill

Creative director, writer, designer, illustrator based in the UK with global project experience and consulting skills across sectors.

Category

Architecture, Design, Experiences, Installation, Just design!, Re-thinking, Retail, strategy

Tags

, , , , ,