An increasing number of young socialites and creative professionals in China has triggered
the popularity of coffee culture, and has rapidly turned coffee consumption into a highly
competitive industry. Within this market, COORDINATION ASIA took on the challenge to redesign
deli and eatery Gaga, a young, fresh, modern and fashion forward brand that
distinguishes itself with a great eye for detail. COORDINATION ASIA took the essence of
what has made Gaga into a success, and created a one-of-a-kind space that blurs the
boundaries between the indoor and the outdoor.
The main concept for the new interior - “blurring thresholds” - results in a pleasantly spacious feel
and a strong pull factor for by-passing shoppers. Indoor and outdoor are connected, amongst
others through a custom made ceiling installation of lamellas, which looks like a burst of sun rays
from deep within the store. The lamellas continue onto the walls to create shelves for
merchandise. In the evening, when Gaga takes on a lounge atmosphere, visitors can enjoy soft
jazz music on the atmospheric patio. The outdoor floor panels continue into the interior and
transition into sleek marble floors. The new space uses the existing color theme of the brand.
Rustic wood, soft organic textile and a green decor create a stylish and harmonious environment
that is warm, natural and cozy.
The soul of Gaga lies for a great part in the food that is served. Wall shelves spanning the length
of the store therefore make the top quality ingredients that are used in Gaga’s own kitchen
accessible to Gaga’s consumers. The specific merchandising concept ‘from our kitchen to yours’
promotes Gaga’s standards for quality and makes customers feel as if they are hosted in Gaga’s
private pantry. Care for quality is also visible in other details; from individually customized
tableware to decorative pieces. No two items are alike, and each is selected with the greatest of
A flexible seating scheme was created to facilitate high capacity while maintaining a homely and
cosy atmosphere. Plush sofa benches line one side of the space, extending to the outdoor area.
Floating seats in the middle of the space can be combined in different ways to cater to parties of
Starting from a deep understanding of the brand, the design highlights and secures Gaga’s
unique brand values and attitude. COORDINATION ASIA has succeeded to take ‘care for
products’ and ‘high quality taste’ to the next level, while creating a home-away-from-home with
the finest of detail.
52 users love this project