21.5.2010

Coffeedream Makenzijeva in Belgrade, Serbia

After successfully creating brand identity for one of the first local coffee shop chains and designing two instantly popular cafeterias in the very centre of Belgrade, im.architektur was commissioned to generate another recognizable space with refined simplicity.

Newly acquired space in 1937-building, originally designed for kafana – traditional Serbian bar / restaurant, after many different uses has been once again transformed into a place of gathering.
Design strategy and limited architectural means from the previous projects have been slightly modified in order to tune the elements of brand’s image with the specific context.

Dark terrazzo floor has been conceived as a link to the forgotten part of the building history and green gently patterned wallpapers corresponded to the neighboring park. Creamy colored banquette, design element that has been passed on, has been positioned along thirteen meter long wall that ends with a large floor to ceiling mirror. Multiplying space, duplicating furniture, reflecting people and bringing the image of street life deep into the café, the mirror makes interior appear more generous and spacious. On a nice day a large sliding window is opened and the difference between inner and outer space becomes blurred.

Two level cafeteria is divided into street level leisure space and basement auxiliary spaces. By descending discretely positioned stairs towards the lower space one enters area of reflections that spices the moment with chic and transforms common activity into amusing theatrical event.

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