Enterprise Brand Cafe Design: An Architect’s Guide to Creating Memorable Focal Points

Just imagine it: you’re an architect working within an enterprise cafe brand, similar to Starbucks, Dunkin’, or Lavazza. Your newest location is 2275 Bridge St # 101 in Philadelphia, a unit that was previously Guardhouse Cafe, conveniently located outside of the Oat Foundry headquarters. At about 1,700 sq ft of retail space, you have a small, but workable canvas. With all of the logistics of the day to day operation of the space configured – such as menu, hours, staff, etc., you’re tasked with designing and decorating the interior of the space. With a goal to be the next “IT” coffee shop in Philadelphia, you have a lot to take on. 

So where do you start?

Enterprise Brand Cafe Design: An Architect’s Guide to Creating Memorable Focal Points

Before starting our hypothetical project, let’s travel to Truth Coffee Roasting at Cape Town, South Africa. In this world renowned cafe, guests step into an industrial world where copper pipes, gears, and vintage machinery set the stage for a full steampunk experience. Meanwhile, in Antigua, Guatemala, the interior of Bocetos Café is painted in a striking black-and-white “sketchbook” style. The result is an optical illusion that makes guests feel as though they’re sipping coffee inside a 2D illustration. 

What unites these two very different spaces is their ability to fully immerse guests. For enterprise brands with thousands of locations, similar to Tim Hortons, Tous les Jous or Caribou Coffee, the encouraging takeaway is that achieving this sense of curiosity and discovery doesn’t require committing to a quirky theme. From an engineer’s perspective, it’s about centering the guest experience around a dynamic focal point, creating moments that pull people out of the ordinary and into the extraordinary. 

What does it mean to be “immersive” as a cafe? Spaces with bright colors, carefully chosen textiles, and exaggerated architectural detail bring customers into one of a kind worlds. From left: Tram Depot in Rome via Trip Advisor, Café Central Vienna in Pinterest, Bacha in Morocco, via Bacha.com.

We spoke to our Engineering Project Manager, Zach Wallace, about how architects and designers at enterprise cafe brands can approach creating unique and memorable focal points. For the sake of this post, we’re using an available cafe space located right outside of the Oat Foundry headquarters as a template.

1. Fill The Idea Funnel 

At the start of any project, Zach begins with what he calls the “idea funnel”—a wide-open brainstorming session with the team. This can easily be replicated for architects and designers, allowing them to flex their creativity without limitations. 

“Let’s collect every idea you could possibly want in the space—don’t hold back,” advises Zach. “A focal point can be anything, as long as it’s eye-catching. A Split Flap sign, a painting, even a live performer—all of these work. This is called divergent thinking: generating as many possibilities as you can from one starting point, without worrying about restrictions.”

Here are a few questions to inspire ideas for your idea funnel:

1. What’s the last exciting focal point I saw – regardless of the location?
2. What are the unique and pre-existing attributes of the planned space?
3. What are the attributes of the city the cafe will be located in?
4. At what point in the customer journey would a focal point be welcomed (at POS, while waiting for coffee, etc.)
5. Should sound, motion, or light become part of the focal point?
6. What cultural, historic, or artistic references would resonate with local guests?
7. What are focal points that invite participation or interaction, rather than just observation?

The Bridge Street Location 

Here are some examples of possible responses to the above prompts for the Bridge Street location.

• Pre-existing attributes: The available space is within the historic Frankford arsenal, and includes large windows with natural light, exposed brick, ample parking, and a pre-built coffee bar. 
• Local context: Philadelphia, known for its gritty and down to earth aesthetic, has a rich history that dates back to the signing of the Declaration of Independence. A mural, architectural salvage piece, and local artwork following a number of Philly-centric themes could resonate with locals.

Interactive opportunities: Possible focal points within the space that would invite interaction include a large analog menu board, a little library with books, a piano with a musician, or a giant chalkboard that guests can draw on.

There are no bad ideas in brainstorming, and sometimes, unexpected ideas can lead to inspiration. The Starbucks in Bridgehampton, NY, for example, similarly occupies a historic 1905 building, the Bridgehampton National Bank. The preserved vault door within the bank doubles as an interesting focal centerpiece, emerging from historical context and the resources available.

Frankford Arsenal is a former ammunition facility in Philadelphia. Today, the area is mixed commercial and educational use, offering dramatic industrial-inspired offices and classrooms. From left: Guardhouse Cafe via Oat Foundry, Overview of Frankford Arsenal via PhilaGeoHistory Maps Viewer, Guardhouse Cafe via 34th Street Magazine.

2. Introduce Limitations

Once a wide range of ideas has been gathered, Zach shifts focus to limitations. “‘Kill ideas fast and often’ is a great motto here,” he explains. “Don’t get stuck on the allure of a past idea—eliminate quickly when it doesn’t fit.”

Coffee shops deploy a series of decorative and aesthetic “statement” art to draw in customers, including murals, cozy corners with plants and books, bakery display cases, neon signs, and much more. Images created using Canva Premium elements.

Let’s work on a possible list of ideas curated for the Bridge Street location during brainstorming, including:

• Living greenery wall with plants or moss
• A large aquarium with exotic fish
• A large analog menu board (such as a Split Flap display)
• Mural
• Architectural salvage piece
• A little library with books
• A piano with musician
• Giant chalkboard
• Hammock chairs suspended from the ceiling
• Secret bookcase door

Immediately, several ideas don’t pass the ‘kill fast’ approach. The owner doesn’t want to paint a mural or chalkboard in the space and the building isn’t cleared for hanging anything from the ceiling. 

• Living greenery wall with plants or moss
• A large aquarium with exotic fish
• A large analog menu board (such as a Split Flap display)
• Mural
• Architectural salvage piece
• A little library with books
• A piano with musician
• Giant chalkboard
• Hammock chairs suspended from the ceiling
• Secret bookcase door

Color palette can be a huge driver of inspiration for coffee shop brands These recent design award winners draw upon bold selections of red, yellow and dusty pink, and teal to create memorable cafe spaces. From left: Postcard Bakery in NYC via hypebeat, Cafe Petiola in London via remodelista, Felix Roasting Co. in NYC via One Lux Studio. 

For enterprise brands, brand ethos, style, theme, and even color palette often provide the natural framework for narrowing options. Dunkin’, for example, has less artistic license than an independent coffee shop would, and channels its creativity into the menu rather than the space. In practice, this means design limitations are strict: paintings by local artists or a little library wouldn’t align with the brand identity, narrowing options further.

• Living greenery wall with plants or moss
• A large aquarium with exotic fish
• A large analog menu board (such as a Split Flap display)
• Mural
• Architectural salvage piece
• A little library with books
• A piano with musician
• Giant chalkboard
• Hammock chairs suspended from the ceiling
• Secret bookcase door

Starbucks is a case study in branding and customer experience, from their selection of Split Flap displays at multiple Central America locations to their immersive coffee farms in Costa Rica. From left: Oat Foundry images, last image via Starbucks.

Even brands that flex their design approach based on locale still face boundaries. Take Starbucks, while some stores adapt to their surroundings, the need for brand unity sets clear limits. Guest engagement is often enhanced through experiences like coffee tastings, latte art, or the intrigue of the “secret menu.” But other ideas, like a live piano player, would be impractical: difficult to standardize across locations and costly to maintain. Similar to having an aquarium or any similar water feature. Those go out, leaving two options.

• Living greenery wall with plants or moss
• A large aquarium with exotic fish
• A large analog menu board (such as a Split Flap display)
• Mural
• Architectural salvage piece
• A little library with books
• A piano with musician
• Giant chalkboard
• Hammock chairs suspended from the ceiling
• Secret bookcase door

For Starbucks, the choice for several of their Central American locations was the installation of a Split Flap display. Simple to program across multiple locations, the analog technology reinforces Starbucks’ emphasis on experience, without disrupting the brand’s established look and feel.

“It’s an exciting focal point too,” says Zach.

3. Consider Your Brand Goals and Ethos

Another tactic that architects can use when selecting focal points is considering the overall goals of the company. Plant Shed Cafe in NYC, for example, is an “urban jungle” cafe with greenery, which is an example of a brand designing around their commitment to sustainability. Mahika Mano, located in Tokyo, Japan, (now closed) was themed around providing relaxation for guests, so their selection of hammocks to lounge in made sense. 

For enterprise brands, this can be a little more challenging, as most design and architectural choices must be uniform. However, when these intentional design choices are made based on overall business objectives, focal points can double as key engagement points in the customer journey. Blue Bottle Coffee’s “drip bar” stations, for instance, are both a focal point of the cafe and an immersive element for coffee lovers. By putting the precise pour-over process on display, the brand fulfills its promise of quality and transparency, while keeping the focus on the product.

4. Leverage Your UVP

Tapping into your brand’s unique value proposition is another way to reframe ideas. What is the enterprise cafe brand known for?

• Lavazza’s unique value proposition centers around delivering authentic Italian coffee experiences.
• Tim Hortons’ unique value proposition lies in delivering everyday Canadian comfort and community connection.
• Tous les Jous’ unique value proposition is its fusion of traditional French baking techniques with Asian-inspired flavors.

Through the lens of unique and memorable focal points, a theme recurs. 

• Lavazza could use a restored vintage espresso machine or Italian tile mosaic as their focal point.
  
• Tim Hortons could provide a communal table or decorative fireplace installation within their stores.
  
• Tous les Jous’ could have a sculptural centerpiece or ingredient wall (think matcha tins, jars of candied ginger, etc.)

Case Study Coffee in Portland, known for their complete control over the processing of their coffee beans. As such, they have a chandelier shaped like a caffeine molecule, an example of a focal point that underlines the brand’s UVP. The Bridge Street location (let’s pretend the coffee chain is Philadelphia based and themed), could have focal points such as statement wall tying into Philly’s love of the Eagles, Phillies, Sixers, and Flyers.

Brands can get the most of their spaces by leveraging strategic signage, framed art and decorative accents, and an easy to navigate flow throughout the cafe for optimal customer experience. Images created using Canva Premium

5. Remember Your Customer

When it comes to choosing a memorable focal point, every brand has a secret weapon: the customer’s pain points during their buyer journey. These will vary based on the target demographic, and for the hypothetical Bridge Street location, may include:

• The “Morning Commuter” – Adult aged 30-40, commuting into Center City via I‑95, via the nearby SEPTA station or within the Frankford arsenal. 
• The Neighborhood Regular – A local parent aged 25-35 that stops into the coffee shop while their kids are at school, likely works from home or part-time hours.
• The After-School Student – A teenager (15–18 years old) attending nearby schools such as Frankford High or local Catholic/private options and looking for a place to hangout.

Each profile has their own unique pain points. The morning commuter needs to get their coffee ASAP to make it to work on time, and has faced long waits at the local Wawa. The neighborhood regular is seeking a place where they can sit, connect, and build community. The after-school student is less about the coffee and more about the atmosphere, seeking a place to do homework or hangout with friends. 

A coffee shop similar to the fictional Bridesburg location can lean into the gritty Philadelphia aesthetic and community feel by prioritizing customer needs. Images created using Canva Premium elements, center image via Oat Foundry. 

Proposed focal points directly address their needs, such as:

• A Split Flap or digital transit board shows local transit updates, seasonal specials, and menu changes for the morning commuter
• A long communal table encourages connection and collaboration for the neighborhood regular
• A designated corner for student co-working, complete with a little library and access to outlets, serves the after school student

The Guardhouse Cafe, formerly located at the Bridge Street location, followed this approach, with a Split Flap that displayed local transit times.

Creating Memorable Focal Points at Enterprise Cafes

The architect’s task is to engineer memorable moments, making a brand’s café not just a place for coffee, but an organic part of a customer’s daily routine. Earning that place is a privilege, one the strongest brands secure through a balance of consistency, loyalty, and experience. At the heart of that balance are memorable focal points: intentional design elements that connect brand values with customer needs. When those focal points reflect what matters most, whether it be speed, comfort, or community, they can elevate ordinary visits into lasting brand loyalty.