Agáta is a well-known store in Mannheim selling furniture and accessories. Alongside this, they also have what we call a roastery – a coffee bar where they roast and process coffee for serving, as well as selling processed coffee. The firm approached us with a request to renovate the existing bar within their store. They needed a slightly more refined and professional bar design that would still serve the same function.
So, we started working. We took the brief a little further and designed the space not just for purchasing coffee from the coffee bar, but also as a place where customers could experience the coffee, sit down for a short while, and have a chat. We essentially incorporated a small café into a 50 square metre section of the premises.
“- Well, this isn’t quite what we asked for. A coffee bar where we can offer tastings of our products would have sufficed…” That was the initial reaction. However, they said they would take a look and get back to us in a week.
Indeed. We had proposed more than what the client had requested. But we had carefully examined the space, the brand positioning, and the characteristics and behaviours of their customers. For their well-planned concepts, we had analysed that instead of just a coffee counter arrangement, even one that harmonised with the atmosphere, creating a mini-café within the space that would offer visitors a more satisfying experience would further enhance the brand. We were aware that our proposal was a bold one, but the allure of presenting the right concept compelled us to stand by our proposition. For us, the matter wasn’t simply about conducting a transaction to meet the client’s request, but about realising the full potential of the space and generating value.
Following a brief period of evaluation, the project was brought to life upon Agáta’s positive response. A mini-café section was opened within the store. Its swift acceptance by customers and the energy created within the space marked the beginning of a rather pleasant journey.
Agata Rösterei & Cafe
The café area we implemented in Agáta proved to be a special experience for the store’s customers, and also generated commercial returns for the business. This led to the idea of extending this experience to different locations, and so we met again for a new café design. For a café to be opened in a technology centre, our research and analysis began to best leverage Agáta’s brand value within the space and the region, and we designed the venue concept in short order.
Agáta’s aim was to enhance the time customers spent in the café by offering a better experience in a calm and minimalist atmosphere. To this end, with the goal of making the customers’ journey within the café more enjoyable, a concept project was created that would also bring Agáta’s traditional trade into the space. With an understanding that highlights the products designated for sale, “Agáta Café” was designed and implemented with a natural, warm ambiance and a user-centred approach, and it has garnered significant interest since its completion.
Instead of relying on colours, display lines differentiated by the right combination of various textures – wood, metal, and concrete – which are an important part of the interior design, were created. While product display lines were made to allow customers to easily view the products, a dining area where they could enjoy spending time was also established.
This process also served to demonstrate the fallacy of the notion that “Turkish design firms in Europe can only generate business from Turks.” An interior architecture firm capable of developing concepts that meet not only the client’s requests but also the genuine needs of the space could readily find fertile ground for its designs to be accepted.
To be the interior architecture firm preferred by a German business in Germany...
An interior architecture firm capable of developing concepts that meet not only the client’s requests but also the genuine needs of the space can readily find fertile ground for its designs to be accepted. But for this, self-confidence and developing one’s design understanding are necessary.
So then, what is a design approach that would relegate ethnic identity to the background?
- Analytical Thinking Structure: The ability to analyse the function of the space, user profile, existing conditions, and future needs in detail. Competence in accurately diagnosing problems and opportunities.
- Ability to Develop Identity-Strengthening, Differentiating Concepts: The capacity to generate original solutions that go beyond the conventional, offering a combination of functionality, aesthetics, and sustainability.
- Innovation Focus: The ability to follow sectoral trends and technological developments and reflect them in projects. The capacity to anticipate user needs and offer future-oriented, innovative solutions.
- Holistic Approach: The ability to consider the functionality, aesthetic value, sustainability, and user experience of the space simultaneously. Competence in integrating different areas of expertise (architecture, engineering, psychology, business, etc.) into the project.
- Customer Focus: The ability to understand customer needs and offer tailored solutions. Competence in working in close collaboration with the client and generating creative ideas specific to the project.
- Implementation Capability: The ability to effectively bring design ideas to life and possess experience in project management. Skills in ensuring the targeted quality and functionality despite cost and time constraints.
Returning to the question we posed at the outset: is it possible to be an interior architecture firm preferred by a German business in Germany? The answer is “yes, it is possible,” provided that the points above are realised.
Of course, this isn’t a matter that can be achieved overnight. Walking this path, we certainly had our fair share of mistakes and shortcomings at the beginning. And they can still occur. We believe we’ve overcome many of them. There’s a well-established pattern, particularly what we call the German system. The way to overcome this fundamentally lies in grasping the essence of the system, grounding your work on solid principles during the project phase, not compromising on quality, and ensuring customer satisfaction.
An interior architecture firm that can achieve this can position itself as a respected partner for European business owners; one that considers the genuine needs of the space, produces innovative and sustainable solutions, enhances customer satisfaction and the value of the space.
Armeda
November 2024