LIGHTING ANALYSIS IN CHAIN BUSINESS

COFFEE SHOPSCOFFEE SHOPSNURUL ERNA ZUEEDA

CHRISTIN HAMDANICHRISTIN HAMDANIAGNES NARITA

Light and Symbols – Lighting Course – Case Study – Coffee ShopsMr. Thomas Schielke

Master of Architectural Lighting DesignMaster of Architectural Lighting Design

Hoschshule Wismar – Jan 2009

Franchisingwww.wikipedia.com

ff hFranchising refers to the methods of practicing and usinganother person’s philosophy of business. The franchisorgrants the independent operator the right to distribute its

Coffee shopCoffee shops is the places sells coffee and

products, techniques, and trademarks for a percentageof gross monthly sales and a royalty fee.Franchising, a business method that involves licensingof trademarks and methods of doing business, such as :

beverages. It is also used as a centre ofsocial interaction, a place to congregate,talk, write, read, and entertain one another.

• Chain store, retail outlets which share a brand andcentral management.• An exclusive right• Media franchise

15th century Middle Eastern >> Istanbul Mecca Damascus Cairo drink coffee,listen to music,read,play game

History. In the U.S., chain stores began with the

Chain Storemusic,read,play game

17th century Europe >>Venice Oxford London Parisopen to all men meeting places forfounding of the chain, the Great Atlantic and Pacific Tea

Company (A&P) in 1859. By the early 1920s, the U.S.boasted three national chains: A&P, Woolworth's, andUnited Cigar Stores. By the 1930s, chain stores had

open to all men,meeting places for business,news exchanged

20th centuryUS >> Seattle STARBUCKs asthe firstcome of age, and stopped increasing their total market

share. Court decisions against the chains' price-cuttingappeared as early as 1906, and laws against chainstores began in the 1920s, along with legal

US >> Seattle STARBUCKs asthe first chaincoffeeshop reintroduced with the Internet cafe

countermeasures by chain-store groups.

The Coffee Bean & Tea Leafwww coffeebeanandtealeaves com

The concept for The Coffee Bean & Tea Leaf®stores was born during a trip that the founders

www.coffeebeanandtealeaves.com

g pHerbert and Mona Hyman took to Europe overthirty years ago. After touring the manyoutstanding coffee shops throughout Europe,the couple decided to bring the specialtythe couple decided to bring the specialtycoffeehouse idea to America. The Coffee Bean& Tea Leaf® was established in 1963 openingits first store in Brentwood, California which,continues to operate today as one of ourhighest volume and highest profile stores.

Currently, there are at least fifteen (15) states inthe United States of America (the "USA"), two(2) C di i d 13 th t i(2) Canadian provinces, and 13 other countriesthat regulate the offer and sale of franchises.

1963

With the contemporary style for the the design, lighting is one of important part to create the warmWith the contemporary style for the the design, lighting is one of important part to create the warmatmosphere. As the most important in chain business, signage in every shops are to be the same to makepeople keep in their mind wherever they go. The lighting system using the backlit.

Low Yat Plaza - KL ChangiLas Vegas

In collaboration with its wooden material furnishing the warm lighting create morereddish and brownish ambience. By the using of contemporary luminaires rangefrom pendant lighting until downlighting, and spot light for task lighting, a formal butcontemporary ambience are created

1963

contemporary ambience are created.

StarbucksStarbucks Coffee Company was founded in 1971, opening its first store inSeattle’s Pike Place Market. Starbucks, named after the first mate inHerman Melville’s Moby Dick. After purchased by Howard Schlutz, ex-worker and owner of Gionalle II, starbucks business chain sperad and wellworker and owner of Gionalle II, starbucks business chain sperad and wellknown as the world’s leading retailer, roaster and brand of specialty coffeewith millions of customer visits per week at stores in North America, Europe,Middle East, Latin America and the Pacific Rim.Chain bussines history:Chain bussines history:1996Japan, Singapore1997 Philipines1998 UK Taiwan Thailand New Zealand Malaysia1999 Beijing Kuwait South Korea Lebanon1999 Beijing,Kuwait, South Korea,Lebanon2000UAE, Hongkong, Shanghai, Ausrtalia, Qatar, Saudi Arabia, Bahrain2001 Switzerland , Austria2001 Oman, Germany, Spain, Mexico, Pueto Rico, China2002 G I d i First Starbucks outlet, Seattle2002 Greece, Indonesia2003Turkey, Peru, Chile, Cyprus2004 France2005 Jordan, Bahamas, Ireland

Having concept as the third place after homeand working place, starbucks defined as a

2006 Brazil, Egypt 2007Denmark, Netherlands

g pplace for people to meet and socialize. Basefrom it story, starbucks had its brandingmetamorphorsis became a contemporaryone. Starbucks has its own strong andguniform characteristic shown in each coffeeshops worldwide.

Beloit, USA Boston, USA

In relation to their location, function, regulation, technology devices, and cultural influences,several kind of lighting technology and design are used for signage. Range from professionalg g gy g g g g pneon backlit, until digital LED Screen, from Latin typology until Arabic, strong consistency oflighting ambience and its elaboration with graphic design, create a uniform sense of corporateidentity, which plays a very big role in its branding identification.

Jordan, Middle East UAE Dubai,UAE

Prague, Cekoslovakia

In all of its outlet worldwide, the lighting concept is to provide a bright enough lighting in all areas forcomfortable reading and work, except the soft mood lighting in the comfortable couch and chair

ti F th li hti h S t li hti ith h l lconversation area. For these reasons warm lighting were choosen. Spot lighting with halogen lampsfor menu board, track lighting for the artworks, pendant lighting and compact fluorescent for generallighting were applied and combined together with soft mood lighting ambience from indirect lightingsuch as wall washer, cove lighting or ceiling washer, different application depends on the given

hit t it lfarchitecture itself.

Curve Shopping Center, KL, Malaysia

www.costa.co.ukCosta Coffee

H t

Costa Coffee is a coffee house company based in the United Kingdom founded 1971 byItalian brothers Sergio & Bruno Costa at 9 Newport Street, London, as a wholesaleoperation s ppl ing roasted coffee to caterers and specialist Italian coffee shops In

History:

Costa Coffee, which owns 1,030 coffee outlets

operation supplying roasted coffee to caterers and specialist Italian coffee shops. In1995, the company was acquired by, and is now a subsidiary of, the Whitbreadcompany.

1971 – Europe1999 – UAE, Dubai2001 Kuwait

, ,across 18 countries world over at present, is growing at a rate of five new stores a week eyeing to have 2,000 outlets globally by 2010.

2001 – Kuwait2002 – Saudi Arabia, Bahrain, Oman2003 – Qatar2004 – Egypt2004  Egypt2005 – Pakistan, India2006 – Lebanon, Syria, Jordan2008 – China, Russia2008  China, Russia

1971

Lighting Concept

Compact Fluorescent – Pendant pLights – Spotlight Halogen – Wall Lamps

Shanghai ‐ Cina

1971

London‐UK

Dubai International Airport

Lavazzawww lavazza comwww.lavazza.com

With over 110 years of history behind it,Lavazza, as we see it today, is the result of itstenacious and intuitive founder Luigi, who in1895 acquired a small grocery store in theheart of old Turin. Luigi Lavazza, with hispioneering spirit, first invented the concept ofthe blend, the art of mixing coffee of differentorigins to obtain a harmonious, flavourfulproduct. Today, Lavazza is the leader when itcomes to quality and is the symbol of Italianespresso representing so the Italian identity

ld id

In April 1987, Lavazza Deutschland GmbH isestablished and in 1988, Lavazza PremiumCoffees is set up in New York and Lavazza

worldwide.

Coffees is set up in New York and LavazzaKaffee in Vienna, respectively the third andfourth foreign subsidiaries.

Nowadays Lavazza coffee shops spreadNowadays Lavazza coffee shops spreadworld wide in four differentiation, depend onits marketing target.

il café di romaFirst open in 1994 in Spain, and acquired in 1999, has 87 direct coffee shops speading inPortugal, Italy, Macedonia, UAE and Qatar

il café di roma

Il Caffè di Roma embodies the values of friendship, warmth, spontaneity, closeness, familiarityand cordiality typical of the Italian spirit in its most positive aspects.The Il Caffè di Roma brand has a distinctive personality and is seen as a traditional, informal,welcoming, balanced, easy going and relaxed place, where customers immediately feel at ease.e co g, ba a ced, easy go g a d e a ed p ace, e e cus o e s ed a e y ee a ease

II Caffe di Roma coffee houses are warm and welcoming. Reproduce mood of original lavazzagrocery store in modern setting. Designed with a warm, welcoming format andusing colors thatreflect various stages of coffee processing. With a unique and harmonious atmosphere whereg p g q pcoffee is the chief protagonist. For general lighting pendant industrial lumianires made from metalwith black coated is used in collaboration with mounted scalop wall washer spotlight to highlightthe paintings, using halogen lamps.

www.lavazza.comc

Macedonia Spain

barista espressoBarista traces its roots back to the old coffee houses in Italy - the hotbeds of poetry,love, music, writing, revolution and of course, fine coffee. Drawing inspiration fromthem we have single-handedly taken on the challenge to open people's eyes to the

barista espresso

them, we have single handedly taken on the challenge to open people s eyes to thesimple pleasures of coffee and revolutionize the coffee drinking experience in everycity that we invade.

In 2000 Barista Coffee opens its first Espresso Bar in New Delhi at last countIn 2000, Barista Coffee opens its first Espresso Bar in New Delhi, at last count,permeated in over 100 espresso bars across India, Sri Lanka and the Middle East.

Its concept store are young and trendy. With the use of soft color for the interiorappliances a soft light and warm lighting are needed The use of downlight asappliances, a soft, light and warm lighting are needed. The use of downlight asgeneral lighting combined with transparent pendant luminiares, and wall washer spotlight. For the signage, both logo and name, are using profesional backlit neon,

www.coffeerepublic.co.uk

lavazza café-bar

Fi t i 2003 th h h b d l t

lavazza café-bar

First open in 2003, the shops have a sober and elegantmood, featuring leading traditional historical cafés andtransferring heritage of history and prestige. Bringing theambience of a contemporary original coffee shop, theli hti i l d Th f tli hti h llighting are simply modern. The use of spotlighting halogenas task lighting and decorative lighting. And modern simplependant lighting luminaires with warm colour as generallighting, combined with modern interior and blue colour ofL C fé BLavazza Café-Bar.

Chicago Daley Plaza Tokyo

www.coffeerepublic.co.uk

espression lavazza

Espression, new coffee shop first opened in 2007,

espression lavazza

nowadays having 3 outlet with youthful, eclectic andcontemporary design offering creativity based onespresso coffee, designer food, atmposphere andglamour, living and experiencing values, creaticity andvitality with lavazza signature.

The espression ambience in which contrastingelements live side by side in harmony. The interiorconsist of wall panels of formal style tipical of fifties.The space interacts with people, stirs attention andemotions. The scribble graphic stlye represents visualleitmotif. Seat selected from best italian design to hpltable conveys care, attention, warmth and excellence

The lighting concept follow the interior concept. With the use ofd d i l d t l i i d h lf t d tli htmodern and simple pendant luminaires, and half mounted spotlight

in white color, related to red and white interior color, warm lighting isused to bring the sense of youthful, eclectic and contemporaryambience.

www.coffeerepublic.co.uk

Dome Coffee Australia was founded in Perth in the early 1990s Now more thanDome Coffee Australia was founded in Perth in the early 1990s. Now more than70 cafes in Australia, South East Asia and The Middle East. Dome Coffeecaptures the social ambiance old world European coffee houses and modernday coffee culture in its classical surroundings of domed ceilings, wooden brassmaterial It enriches the customer lifestyle with the similar luxury its world finestmaterial. It enriches the customer lifestyle with the similar luxury its world finestcoffees offer.In relation with its classical interior design, a warm and cozy lighting, withclassical luminaires, a classic and formal ambience was created. For signagelighting indirect lighting from normal temperature neon is used.

www.domecafe.com

singaporeperth

Coffee Republic was formed in 1995 by Bobby andSahar Hashemi a brother and sister team in

www.coffeerepublic.co.uk

Sahar Hashemi, a brother and sister team infashionable South Molton Street. Since then CoffeeRepublic has grown to one of the best known, andacclaimed coffee chains in the UK, with sites fromGlasgow in Scotland to as far south as Plymouth inGlasgow in Scotland to as far south as Plymouth inDevon. CR also have a number of concessions withinleading brands such as Cineworld and Greene King.On the international market have expanded to Malta,Dubai Bulgaria Kuwait Turkey and many moreDubai, Bulgaria, Kuwait, Turkey and many more.

From smart and clean environment tobuilt, combining with black and redcorporate color Coffee Republic lightingcorporate color, Coffee Republic lightingconcept are modern and maskuline.

www.coffeerepublic.co.uk

www.coffeerepublic.co.uk

Pembridge LondonTotenham London Glasgow

Bulgaria Bucharest

For its black and red interior color, downlight mostly used as general lighting. For task lighting trackspotlights are used and shows its strength of metal structure. Pendant luminaires from metal materialp g gcombined with warm light lamps. From the choosen lumianires and type of light, a modern and masculinambience are created.

www.coffeerepublic.co.uk

The Coffee Connoisseur

The coffee connoisseur (tcc) is the leading purveyor of gourmet coffees in Singapore and soon, the region.TCC pride ourselves in offering an extensive range of exclusive top-quality coffees, brewed to perfection

History:

using a variety of methods including syphon, ice coffee dripper and espresso techniques.

2003D b

Funan DigitaLife Mall2006• December

2004• January

M h

Millenia Walk and Beach Centre

Cineleisure

The Pier @ Robertson QuayCentrepoint Novena Square

G C

•September• December

2007• March• May• July• August

O t b

Bugis JunctionParadiz CentreCircular Road 'The Gallery Holland VillageNanyang Academy of Fine Arts

German CentreNo. 4 Robinson RoadSamsung Hub

* June• August• September

2008• October• December

One Marina Boulevard, NTUC buildingClarke Quay, Great World City

2005

Marina at Keppel Bay Changi AirportChangi Airport T3 (Departure Hall)CentralA h i t

2008•January

• MarchA il* February

• August• September• November

Raffles X-changeCitylink MallSingapore Management UniversityThe Atrium@Orchard

AnchorpointSuntec CityInternational Building

• April• May• June

@

www.thecoffeeconnoisseur.com

TCC provide a cosy, welcoming ambience where customers can fully appreciate the pleasure savouring atruly excellent cup of coffee. Each of they art boutique caffè features a unique design and ambience to suit thelocal clientele. And if they customers are peckish, tehy comprehensive menu of delicious starters, maincourses and desserts will certainly gratify their appetitecourses and desserts will certainly gratify their appetite.

The concept of the coffee connoisseur (tcc) is young and fresh — conceived in mid 2003 and launched onDecember 18, 2003. The first two art boutique caffès to open on that day were at Millenia Walk and BeachCentre. One month later, tcc Cineleisure, which has a shop-concept look and feel, was opened.

Vision: To be the leading branded hospitality chain in Singapore and the region .

The Values: Respect and value to the customers, colleagues and vendors. Strive to excel in every task.Synergize to energize. Customize to customers needs. Deliver what they promise.

The Brand: the coffee connoisseur ( tcc ) is about being artistic and professional.

Ambience: Each of the art boutique caffè has a unique ambience and all are designed with the guests inmind. Plenty of room is provided between tables, giving the guests ample personal space to enjoy their coffeey g g g j yand company. Clever combinations of materials, colour and lighting. All tcc art boutique caffès have an artistic,stylish, cozy and urbane atmosphere. Yet each one also has its own unique ambience.The tcc - Millenia Walk art boutique caffè, for example, is stylish and executive.The tcc - NAFA art boutique caffè is arty and hipThe tcc - NAFA art boutique caffè is arty and hip.

www.thecoffeeconnoisseur.com

Funan Centre The Atrium ‐ Orchard The Pier Robertson

M i t K l B Mill i W lk NAFA 2Marina at Keppel Bay Millenia Walk NAFA 2

www.thecoffeeconnoisseur.com

Novena Square One Marina Boulevard Peranakan Place

Raffles Exchange Samsung Hub Singapore Management University

In every coffee shops created a different ambience and design for the interior, and the lighting. By using a fewtypes of luminaires, such: compact fluorescent, hologen, track lighting, spot lighting , and pendant lights.

www.thecoffeeconnoisseur.com

yp , p , g , g g, p g g , p gLend the perky mood during the day and a relaxed atmosphere during evening is the general concept for thelighting design.