Intd326 Final Project - Coffeehouse study by Sara Nabeel Marhoon

UNIVERSITY OF BAHRAIN COLLEGE OF ENGINEERING DEPARTMENT OF ARCHITECTURE INTERIOR AND LANDSCAPE DESIGN SECOND SEMESTER 2021/2022

INTD326 FINAL PROJECT COFFEEHOUSE STUDY COMPARISON & ANALYSIS OF THIRD PLACE CULTURE AND ENVIRONMENT

ID 20195185

CONTENTS

CASE STUDY 1 – STARBUCKS 2002

CASE STUDY 2 – OAK RIFFA 2019

POSTANALYSIS COMPARE AND CONTRAST

CONCLUSION

CASE STUDY 1 – STARBUCKS 2002 A

BASIC INFORMATION Coffeehouse location, grand opening, and main information

ENVIRONMENTAL STUDY

Site and location study, accessibility, municipality, and outdoors

CULTURAL IMPACT

ANALYSIS

About, concept, interior impacts on user, user study and behavior

Interior finishes and furniture, building services and systems, renovations and functionality

BASIC INFORMATION STARBUCKS AL AHLI OPENED 2000-2004 LOCATION HTTPS://GOO.GL/MAPS/5SV DP19CTFSU73SH9

MAIN INFORMATION Starbucks is a global 70’s brand, it was and still targets middle and upper-class pupils. It was always updated about what people felt, contemporary. People who went to Starbucks back in the 20th century where able to afford extra for a cup of coffee, hence, being the perfect third place to be

TRADITIONAL? STARBUCKS? Considering the target users and the impact of oil discovery in Bahrain in the 19th and 20th century, Local financial makings impressively increased creating a tendency to educate and learn how to be global. Bahrainis from the upper class considered Starbucks a third place to be, and Al-Ahli branch itself today is considered one of the places that our parents have a lot of memories in to share. They consider it traditional because of the activities, informal meetings and number of memories that made them who they are today from around 20 years ago.

REFERENCE: HTTPS://WWW.WEBCONTENTDEVELOPMENT.COM/THE-STARBUCKS-MARKETINGMODEL/#:~:TEXT=THE%20TARGET%20AUDIENCE%20OF%20STARBUCKS,THE%20PERFECT%20%E2%80%9CTHIRD%20PLACE%E2%80%9D.

STARBUCKS AL AHLI

ENVIRONMENTAL STUDY SITE LOCATION

MUNICIPALITY

ACCESS INFORMATION SUN PATH

DRIVE THRU

VEHICLE ACCESS

RETAIL

PEDESTRIAN ACCESS

NOISE

B3 ZONE BLOCK 332 Permitted B3 Use: residential. commercial, management. GOVERNMENT REQUIREMENT:

AL AHLI SPORTS CLUB

• • • • •

SUPERMARKET

SOURROUNDINGS

•

SUPERMARKET AND SHOPPING HOSPITAL AND PHARMACY

LANDSCAPE

SCHOOL

• •

EMBASSY BUILDINGS GARDEN/TOWN PARK MAIN ROAD ACCESS RESIDENTIAL AND APARTMENT

At least 60% built up area. Maximum height 15 meters or 3 floors. Building recession length minimum 5m. Car parking required. Separate entrance door access to residential apartments attached in same land. Mezzanine floor permitted up to 70% of ground floor area.

Multiple Entrance Consideration of drive thru and south orientation in design is sustainability.

Including partial outdoor with sunshade and planting. • Inclusive design (Wheelchair access and toilet) •

CULTURAL IMPACT USER RELATIONSHIP WITH INTERIOR

ABOUT One of the first Premium coffee shop brands that opened in Bahrain, it introduced a new coffeeshop culture and new types of coffee (American, Frappe, Lattes) which was not part of local identity. Instead, they used to drink Karak and Arabic coffee served in local brand coffeeshops. It was a challenge to become one of the most visited third culture spaces. It was at that time successful for specific target users – middle and upper-class Bahrainis.

It starts from the moment you enter, display of various coffees from all over the globe for sale at the entrance.

Circulation takes you straight to the ordering counter where extra merchandise like signature coffee cups are for sale

NATURAL LIGHT ACCESS FROM SOUTH WINDOW

CONCEPT

SELECTION OF TEXTURES AND MATERIAL

To create the perfect third place inspired by globalized traditional Italian coffeehouses, and to introduce coffee culture worldwide.

Sunlight from south does not disturb because of studied shading device placed outside.

INTERIOR Natural color schemes, brown from coffee, different materials and lighting elements brought together the concept.

When you order, you are asked for your name to put on coffee. You are asked to sit and wait for them to call you. This itself creates a psychological experience that allows the concept to penetrate your mind

COFFEE BEAN COLOR PALETTES

DIFFERENT BROWN TEXTURES INCLUDING TYPES OF WOOD, TILES, CEILING DESIGN

Even if you just want to pick up your coffee, you have experienced, seen, touched, smelled different items and materials that would simply introduced you to the branch’s concept.

The emphasis caused by large windows creates a natural ambiance and attracts you to stay more.

USER STUDY AND BEHAVIOUR FRIDAY

SUNDAY

TARGET USER Highspending users from around the governate, users that work in or around Zinj, people waiting for others in Al-jazira supermarket, waiting hospitals from around and people around embassies. WHO GOES TO STARBUCKS IN EARLY 2000’s?

USER DATA The popular timing graph above shows that the busiest time during weekends is at night between 9:00-11:00 PM. Yet, Weekday mornings in the café are busier than weekends. Meaning users choose Starbucks Al-Ahli everyday to consume productive time.

ENGAGEMENT As one of the first branches in bahrain, al ahli would attract the same users on daily basis.

STAFF Staff has to work in one station only per shift such as cashier and is not allowed to change it. They are not allowed to wear bright colors, instead dress code only allow colors that fit the color schemes like grey, black, brown. The staff are priorly trained to not say no to customers if they have a specific request and have to do their best to satisfy them. Staff are obliged to allow customers in store within the strict working hours only.

ANALYSIS – INTERIOR FINISHES AND FURNITURE SEATING TYPES

ZONING AND CIRCULATION

OTHER FURNITURE PIECES CABINTRY AND SHOWCASES

PRIMARY CIRCULATION SECONDARY

MEETING TABLE 4-6 PERSONS

TWO-SEATER 1-2 PERSONS

OUTDOOR SEATS 2-3 PERSONS

ALSO CALLED THE CENTER TABLE

MAIN ENTRANCE

COFFEE BAR

BAR SEATING 1-4 PERSONS

WOODEN PARTITION FOR PRIVACY

OUTDOOR ENTRANCE

User requirements for functionality: • In/Out walkway for easy pickup • Front-desk quick customer service and menu • Comfortable long-time seats • Types of seating for group/individual/purpose • WIFI for productivity • Proper glare control from large windows

SHADED

*After the latest renovation, new type of seats were added. It was bar seater instead, but some people preferred regular height seatings that weren’t in the centre area.

ACCENT SEATING 2-4 PERSONS

TRADITIONAL ARTWORKS

SUGAR, MIXING AND TRASHCAN COUNTER, INCLUDES A TRADITIONAL SATISFACTION SURVEY

EXTRA POUFFES SMALL KITCHEN CABINTRY AND EQUIPMENT

ANALYSIS – INTERIOR FINISHES AND FURNITURE UNITY IN COLOR, VARIETY IN SEATINGS

HARMONY THROUGH LIGHT

TRADITIONAL EUROPEAN FLOORING INCONSIDERATION OF COLUMN CREATED DIFFICULT / VERY WEAK CIRCULATION IN COFFEE DESK

GAPS IN PARTITION CREATED BEAUTIFUL CHANCE TO TRANSFER ARTIFICIAL LIGHT AND CREATE AMBIANCE

REPETITION OF WOODEN TEXTURES

UNITY IN COLOR, VARIETY IN MATERIAL *GOOD SELECTION OF FLOORING FINISHES CONSIDERING WHEELCHAIR ACCESS

WOOD

CERAMIC

GLOSSY TILE – WALL COVERING

VERY WEAK COLUMN TREATMENT (SHAPEWISE) – JUST ADDED ARTWORK AND DIFFERENT MATERIAL UNDERNEATH.

ANALYSIS – BUILDING SERVICES AND SYSTEMS HVAC

LIGHTING AND DAYLIGHT Main source of light is south oriented windows giving access to natural daylight reducing the need of artificial lights and electricity usage

Clearstory window

Focused pendant lights for night- time HVAC

Dropped ceiling to reduce height and create warm welcoming feeling, repeated in the backed seating area.

CEILING DESIGN

Exposed ceiling Ceiling implemented with spotlights for ambience.

Sunshade system

SUSTAINABILITY

Starbucks fought climate change by implementing biodegradable paper straws and sustainable cups.

Bushes to increase privacy and environmental control. Large tree creating shade during day, freshness during night.

Recessed light on top of artworks and menu, and on top of kitchen counters.

ENTERTAINMENT

Lighting during night-time

Outdoors

• Ambient music on traditional speakers available • Wi-Fi recently available

ANALYSIS – TECHNOLOGY, RENOVATION AND MARKETING ORDERING SYSTEM You come in, look at the on-desk paper menu, or the banner menu, decide your drink, make your order and pay through cash or card. Give them your name, and when your order is ready, they call you !

MARKETING Starbucks Al-Ahli is smart enough to add different types of coffee baskets in front of the sale desk. It will help them make more sale because even if you weren’t intending to buy, while waiting, you would smell the coffee and take a look on what's available, and perhaps grab one of those bags or merchandise cups. And because Starbucks as a global brand keeps its menu updated to trends and creates limited edition tastes, it is the one that shared coffee culture to the world, now how come the world shifts toward coffee machines and capsules at home without Starbucks being part of it ?

RENNOVATION The latest interior renovation of the space included increased seatings and reducing bar seats, adding extra lights, changing some artworks , updating the front sale baskets as well as adding Wi-Fi.

SERVICE AND DELIVERY The consideration of drive thru and placing the kitchen oriented towards vehicle access helps in fastening the order process. Adding the branch on Talabat delivery, adding to the menu all creates better experiences.

INTERACTIONS AND SOCIAL MEDIA The only social media account on Instagram is Starbucks middle east. You would have to call or visit the branch in case of inquiries. In traditional means, you would also have to fill a questionnaire of your experience and satisfaction when visiting.

MENU AND PRICING The menu is available with both languages – Arabic and English, and pricing beside it. Everything is within eyesight, either on table or on banner. On a rate from one to four, Starbucks Al-Ahli is 2/4 expensive $$ Menu is flexible and drinks are adjustable per season (Summer, Winter, Festivities such as Halloween, Christmas, etc)

CASE STUDY 2 – OAK CAFÉ A

BASIC INFORMATION Coffeehouse location, grand opening, and main information

ENVIRONMENTAL STUDY

Site and location study, accessibility, municipality, and outdoors

CULTURAL IMPACT

ANALYSIS

About, concept, interior impacts on user, user study and behavior

Interior finishes and furniture, building services, technology and functionality

BASIC INFORMATION THE COFFEEHOUSE

OAK CAFE OPENED 2018-2019 LOCATION HTTPS://G.PAGE/OAKBAHRAIN?SHARE

Oak café pays careful attention to user satisfaction, to the point of considering only top suppliers and local foods and keeping the information transparent to its costumers through their website and café menu, which counts to their concept to be discussed in the upcoming slides.

MAIN INFORMATION Oak Riffa opened in early 2019, its aim was to provide a fresh, safe and welcoming space for its costumers, this is seen in their logo and selection of contemporary yet eco friendly interiors, as well as careful selection of foods and chefs.

“FRESH AND WELCOMING” REFERENCE: HTTP://OAK-BH.COM/

ENVIRONMENTAL STUDY SITE LOCATION *Within Royal University Bahrain’s campus

MUNICIPALITY

INFORMATION

SP ZONE BLOCK 942 Permitted Special Nature project use: Private hospitals, schools, hostels, cinemas

GOVERNMENT REQUIREMENT: •

SOURROUNDINGS

•

SUPERMARKET AND RETAIL

•

HOSPITAL AND PHARMACY

•

COLLEGES AND INSTITUTIONS PETROL SERVICE STATION GARDEN/TOWN PARK MAIN ROAD ACCESS

RESIDENTIAL AND APARTMENT

Detailed report of land use nature including topography and site adaptability, urban planning. Approval from Urban planning and development company based on submitted report. Approval of Bahrain tourism and exhibition/Health sectors Commercial register and approval.

LANDSCAPE Multiple Entrance Consideration of south orientation in design. • Including partial outdoor and courtyard. • Inclusive design (Ramp access)

PLANTING

• •

SOUTH ORIENTED SHADED COURTYARD

ACCESSIBILITY

ABOUT Because it is close to multiple universities and schools, Oak influences students through its interior design and service.

CONCEPT AND INTERIOR The concept of oak riffa is to provide an interactive, friendly, welcoming, fresh, and calm third place for target users to maximize their stay ; not only productive time but also some free time with friends. This is brought through biophilic design and selection of natural textures blended well with the newest technoloies, creating a contemporary third place that aims towards engaging the 21st century youth vibes.

CULTURAL IMPACT USER AND INTERIOR Most of oak’s interior is interactive and considerate. As a user, either a student or not, you just feel so connected to the place. The experience created through swinging chairs, auto-open doors, and the naturality inside the space makes a user feel like they are welcomed to stay in the space, and be productive as long as they wish, and this is entirely the concept of third world place culture. Oak just makes a user feel associated.

USER STUDY AND BEHAVIOUR

PRETTY BUSY ALL DAY

TARGET USERS

USEABILITY

University Students, Families, Friend groups. Because it is within Royal University for Women’s campus, a private college, target users are averagely are high income personnels.

Starting from the parking all the way to indoors, the terrace and toilets, everything is easy to use and kept as basic as possible. If student is not comfortable sitting on a swinging chair, regular chairs are available in an attracting view too. Do you need to sit beside a socket for your laptop charger? Its all there, everywhere. Ipad menus and QR codes, technology? There too !

GIVEN DATA Because of activity on Instagram and social media accounts users can easily check how crowded the place is prior to visiting and opening times. Oak Riffa is also very clear about its sources of vegetable and meats and keeps it transparent to public. The given data shows how crowded Oak Riffa is during a weekday.

ENGAGEMENT Oak Riffa is busy all day, but a responsive studied design like oak included considerations to privacy through indoor plants, partitions and furniture spatial organizations, lighting and sunlight all created an absorbing environment. The user is kept engaged and encouraged due to smart experiential design.

STAFF Oak calls its staff “The team” and has a special chef who chooses right food partners to meet user satisfaction, especially considering the target users.

ANALYSIS – INTERIOR FINISHES AND FURNITURE ZONING AND CIRCULATION

OTHER FURNITURE PIECES

SEATING TYPES

RECEPTION AND SERVICE TABLES IN POPPY COLORS TO BE EMPHASIZED FROM OTHER TABLES

Circulation from main entrance Circulation from outdoor entrance

BAR SEATING 1-4 PERSONS

MEETING TABLES 4-8 PERSONS

4 HANGING SEATS 2-3 PERSONS

BANQUETTE SEATING 2-8 PERSONS

WOODEN PARTITION FOR AESTHETIC- SHOWCASES CONNECTION WITH NATURE

MOVEBALE PARTITIONS AND ADJUSTABLE SEATS SYMBOLIZES AN ADAPTABLE GENERATION

Stairs

DINER SEATING 3-6 PERSONS INFORMAL FORMAL

AVAILABLE OUTDOORS AND INDOORS

GROUND FLOOR ZONING *All is double height area with mezzanine above kitchen * no lift available

ADJUSTABLE PER FRIEND GROUP

LARGE TREE IN THE CENTER

CENTERED SWINGING TABLE (1-12 PERSONS)

User requirements for functionality: • Various types of seating, safe • Waitering service because it serves food. • Proper toilets because of long visits. • Appropriate study areas and fixtures.

BIOPHILIC PARTITIONS

PROVIDED WITH SOCKETS AND INDOOR PLANT

OUTDOOR SEATS 2-3 PERSONS

OPEN KITCHEN (WOODEN COUNTER)

MARBLE COUNTERS SHOWCASING ARTWORKS CHILD SEAT PORTRAYS FRIENDLY ENVIRONMENT

KID-SIZE FURNITURE AND POUFFE

ANALYSIS – INTERIOR FINISHES AND FURNITURE UNITY IN MATERIAL, VARIETY IN SHAPE ASYMMETRY, RHYTHM, REPETITION, HARMONY THROUGH TEXTURES AND COLOR

GEOMETRIC SHAPES AND FORMS LIKE CIRCLES, OVALS, RECTANGLES, SQUARES

CIRCULAR FORMS

THE FINISHES OF HERRINGBONE PARQUET FLOORING, EXTENSIVE USE OF WOODS AND RATTAN, MARBLE TOPS, WHITE STEEL PARTITIONS AND FURNITURE PIECES AND SUFFICIENT AMOUNT OF INDOOR PLANTING IN PARTITONS AND ACCESSORIZING STATES THAT THE PLACE FOLLOWS 21ST CONTEMPORARY, ECO-FRIENDLY BIOPHILIC DESIGN.

MARBLE UPHOLSTERY WOODS STEEL RAILING GLASS

COVERED COLUMNS WITH WOODS TO BLEND WITH DESIGN ELEMENTS (MATERIALS, SHAPES, COLORS, ETC)

FURNITURE IS ORGANIZED IN CENTRAL FORM TOWARDS THE TREE AND BAR KITCHENETTE.

*Unnoticeable square colour scheme creating beautiful harmony balancing the energy of natural colors

NATURAL COLOR SCHEME, WITH POPS OF ORANGE, RED, BLUE AND GREEN

ANALYSIS – BUILDING SERVICES AND SYSTEMS CEILING DESIGN

LIGHTING AND DAYLIGHT

Trussed ceiling system to provide support mezzanine was painted white and blended with the white railing and partition available already.

During the day, Oak relies on daylight from south oriented window wall. At night, the giant tree in the centre turns into a wonderful light source. Task pendant lightings also available on top of bar tables and banquette settings. East and West side windows are a bit higher preventing glare when the customer is using their device or scrolling through the E-menu.

ENTERTAINMENT

STAIRCASE

Spiral staircase natural wood material and white steel. Facing southern sunlight

TOILETS Appropriate placement and circulation between upstairs and downstairs, close to both seating indoors and outdoors. Has clear Male/Female sign on door. Sliding door Auto-opens contactless.

HALLOWEEN

Sockets systems heavily impact stay and service

Swinging system connected to ceiling

Central air conditioning at random placement yet the atmosphere is very cold indoors and difficult to control.

Usually, Oak plays some background music all the time except prayer time. On special occasions, Live music bands show up unforgettable shows. On events like Halloween, the entire place is decorated spooky – adaptable and entertaining. They make BBQ nights, and celebrate events with their users.

Reception tables are distributed throughout for waiters to serve quicker.

ANALYSIS – TECHNOLOGY, SERVICES AND MARKETING SUSTAINABILITY

TECHNOLOGY

Because of all the natural materials Oak Riffa has used and its concept, passive systems of window orientations reducing the need of electric usage, Plants, Movable partitions and adjustable seatings, the project is heavily sustainable, and relates to the concept of biophilic design, not only a trend yet a NEED for proper design. When for takeout, Oak Riffa also uses biodegradable and eco friendly paper utensils and tote bags refraining from plastic as much as possible.

It goes all the way from auto opening doors up to contactless ordering and payments !

ORDERING SYSTEM Oak Café uses E-menus through their own iPad devices to refrain from using paper. They also added QR code that takes you direct to their website where you can start ordering online even if you’re dining in as a part of contactless experience, and response to covid-19. This way you’re saving time, effort and being a part of their adaptive experiential design. Payment can be through Benefit Pay, Apple Pay, Cash or Card.

MENU AND PRICING

$$$

A fine culinary chef, local and organic products, a unique experience, you don’t expect to pay less. There is variation in Oak’s menu and food selection, but for their signatures like pantries and jams they create at their kitchen, it is high priced. On a rate from one to four, Oak café is 3/4 expensive.

SOCIAL MEDIA AND MARKETING

They are not only active with 25.8K followers on Instagram, but they do join local festivities such as Bahrainis Farm Market to sell their signature products. They also do catering and contact information is available in case of any complains.

“THE PERFECT THIRD PLACE”

COMPARE AND CONTRAST

SIMILARITIES Both Starbucks 2002 and oak 2019 managed to be comfortable enough to increase productivity, and sustainable because of building orientation, maximizing sunlight during the day and using vegetation (bushes, indoor trees) and natural materials like varying woods.

GENERATIONS Both served a proper third place to its own generation, companying latest interior trends, cultural thinking and discussions, openness to the learning process and the world, and furniture distributions , spatial organizations including studying functionality and programming helped with that a lot.

CIRCULATION Both cafes included easy wayfinding either including signs or without which made it easier and quicker to serve its purpose.

“FRESH AND WELCOMING SPACE”

DIFFERENCES Starbucks location is more of a residential or surrounded with hospital and grown up area. Even though the target user was still upper-class or high income spenders in both coffeehouses yet Starbucks was more of a grab and go coffeehouse, and Oak is more of a staying for long hours type of place. Throughout the years, the concept of a third place changed from being a place to run to for a couple of minutes to brainstorm some ideas, to a place where books are studied from cover to cover. This created the tendency to add more facilities to a coffeehouse like more variation of seatings, being less formal like the hanging rattan seats or the swinging seats. Adding a whole kitchen and hiring a chef instead of a small kitchenette serving croissants, as well as investing in entertainment and serving process. Another example of that is 7T coffeehouse in Seef, Bahrain.

CONCLUSION In 2002, A third place coffeehouse included less variation and consideration.

Today, students spends most of their times in third place coffeehouses, and some of them spend time there more than their homes.

OLD IS GOLD

A COFFEEHOUSE A third place is where ideas meet and grow.

ABOUT TIME

DESIGNING IT The designs are always adaptive and responsive to fulfil coffee culture purposes, and will continuously be updated to serve it.

THE CULTURE Because of the long time spent there, you can meet wonderful people and go through deep, educational discussions with them until they become your coffeehouse friends !

ID 20195185