A Project that Expresses the Japanese Sense of Beauty

This is a project of a coffee stand at Ginza 2 chome in Tokyo. The place is in a business district where many office workers walking on streets in their formal suits. A tense atmosphere could be felt in this area. We have made a “persona” of target customers as 36-year-old man working for a large advertising company, and planned to create a refreshing space where he could relax and enjoy a high quality cup of coffee with great customer service.

We have created a simply designed space with the Japanese sense of beauty. Coffee stand was imported from the Western culture, but we have tried to re-design it in a Japanese way. We serve Onigiri (rice balls) instead of sandwiches, and also serve Mitarashi-dango, which is a Japanese dessert of dumplings coated with a soy-and-sugar syrup, in addition to high quality coffee and Japanese tea.

We have selected Japanese mud-plastered walls to express the beauty of the simplicity which is essential in Japanese culture. The breathing natural walls have the unique atmosphere that plastic or chemical walls don’t have. We have designed a trash box as if it was a Japanese paper lantern using the hand-made rice paper. We have dropped a little bit of coffee onto the paper so that the aroma of coffee would spread inside the shop. The beautiful, gentle lighting comes through the rice paper. Finally, we have put a symbolic “Bonsai” at the center of the counter and hid every equipment and furniture as much as possible so that the “Bonsai” attracts people’s attention.

We hope this place would be a part of the customers’ daily lives but also a place to “forget” their daily lives.

BONGEN=BON (“Bon”sai) + GEN (?: origin)