Between the Valley

Since coffee came into China forty years ago, the Chinese coffee market has experienced three significant waves. After the third wave of specialty coffee in 2010, the boutique cafe industry in China flourished. However, some local professional coffee brands encounter decreased customer loyalty due to space environments that do not meet customer needs, leading to operational challenges.



"Between the Valley" is a multipurpose space showcasing coffee culture located in Chengdu, China, which is a coffee-themed mixed-use space to attract more coffee lovers and potential customers to support Chinese local coffee brands in enhancing brand loyalty. One of the famous Chinese coffee companies, founded in 1994, provides financial backing.



The design was initially inspired by the cascading layers of valleys, curving forms, and transparent streams. Additionally, bamboo is considered to be another element used in the space design. Because Chengdu has the Chengdu Research Base for Giant Panda Breeding, bamboo has become one of the city's signature plants. The slim and elegant form of bamboo reduces the conflict at the sharp edges of the valleys. As the space is mainly used for exhibitions and displays, the selection of materials tends toward simplicity, with textured wall coverings, stone, and wood. This selection emphasizes the exhibits or products themselves while avoiding too many elements and also allows for space design flexibility. The combination of natural and minimalistic color tones with greenery creates a peaceful and organic atmosphere.



The main space includes the Valley Cafe, Roaster Stage, Exhibition Space, and retail area. Visitors can choose their visiting route here, and the whole tour will closely connect with the five senses. The space design focuses on attracting visitors interested in coffee and promoting the coffee culture.



Moreover, it is a chance to bring original Chinese coffee back to the market. The final objective is to optimize the store experience for customers through interior design, thereby increasing brand loyalty and assisting local coffee brands in establishing brand image and promoting business growth.