Landini Associates worked with David Jones to design their new Café experience - a chic destination in Pacific Fair shopping mall. The main challenge was to create a comfortable and elegant café to match the surrounding fashion, cosmetics and homewares offer.
The design embraces David Jones’ premium look and feel and offers a comfortable place to indulge and rest while shopping; a café still connected to the inspiring retail environment.
Our aim was to create an immersive experience, where food, fashion and homewares all meet. Walls are replaced by high shelving with stylish homewares on display, a key feature of the café.
Eating amongst retail is more than just a design principle - all the merchandised products from homewares to groceries
are for sale. The kitchen and bar are at the heart of the café - an open island - where fresh food and chefs are on show. Around the kitchen, multiple seating solutions are offered to suit shopper’s needs: counter seating, communal tables, low dry bar, individual banquettes and lounge areas are all combined, as well as a grab and go solution for time savvy customers.
The material palette reflects David Jones’ modern elegance: a dark and warm material mix with white and black marble and brass accents. Residential inspired furniture – some of which was designed in house at Landini - creates a sophisticated and relaxed feeling.
In tandem with the interior design, we created a refined graphic set from the brand identity to the menu boards, hand menu, staff uniforms,
coffee and take away packaging. The brand identify is based on David Jones’ mother brand with the Café specialty in handwriting for greater personality. The take away packaging is clean and upscale, using the brand’s black and white primary colors and playing with the iconic houndstooth as all overs on smaller items. The packaging also includes a mirrored silver finish coffee pack for the organic African coffee range that is exclusively made for and sold at David Jones.
Staff uniforms are tailored to their specialties; baristas, chefs and waiters have elegant outfits made of black and light grey shirts with leather aprons.
The menu boards are on brass backgrounds, adding a ‘touch of luxe’ to the experience.