BLUE BOTTLE COFFEE BEIJING
THE TRILOGY OF COFFEE EXPERIENCE
#STOREDESIGN #STRATEGY #CONCEPT #RESEARCH
Blue Bottle Coffee has long been synonymous with third-wave coffee culture—a movement defined by meticulous craftsmanship, a devotion to quality, and a celebration of coffee as an artisanal experience. Despite its acquisition by Nestlé in 2017, Blue Bottle has deftly maintained its reputation for excellence, continuing to embody the ideals that made it an icon of specialty coffee. Blue Bottle is not just preserving its legacy; it’s reigniting the very ethos that sparked the third-wave coffee revolution.
Under Nestlé's stewardship, Blue Bottle has struck an admirable balance between scaling globally and staying true to its founding principles. The company has instead used the resources and expertise of its parent company to expand thoughtfully, ensuring its hallmark quality and intimate customer experience remain intact.
HAYES VALLEY KIOSK IN SAN FRANCISCO, CA, USA
BLUE BOTTLE BRAND IDENTITY
KIYOSUMI SHIRAKAWA CAFE IN TOKYO, JAPAN
“Our cafes are designed to draw focus on what matters: good coffee, daydreams, conversation, and the coffee professionals that make it all possible. In service of that aim, we keep the colors in our cafes elemental, focusing on just three: Blue Bottle Blue, Fog Grey, and blond wood.”
Blue Bottle cafés focus on simplicity, with three main design elements: Blue Bottle Blue, Fog Grey, and blond wood.
Blue Bottle Blue: Inspired by the San Francisco Bay, this blue color adds freshness and clarity, seen in the logo, cold brew bottles, and travel mugs.
Fog Grey: A warm grey that reflects the Bay Area fog, used in materials like concrete and ceramics to create a welcoming feel. A similar tone, "Kiyosumi Grey," is used in Blue Bottle's Asian locations.
Blond Wood: Light woods like maple and ash are used in furniture and finishes, providing a natural contrast to the coffee and adding texture to merchandise like kettles and coasters.
These elements are designed to enhance the experience and stay true to the brand’s origins.
RESEARCH - BLUE BOTTLE IN CHINA
BLUE BOTTLE CAFE IN YUTONG, SHANGHAI, CHINA
After the opening of the first flagship store in Shanghai, China in 2022, where people waited 8 hours to get a cup of coffee, there have been 11 locations in total opened.
SO WHAT’S NEXT?
According to research from Statista (source), In 2023, China's specialty coffee market was valued at nearly 25 billion yuan, reflecting a year-on-year growth of almost 26%. Projections indicate the market will expand further to 27.9 billion yuan in 2024.
Beijing and Shanghai jointly rank first in coffee consumption among cities in China in 2024, with an average spending of 43 RMB (approximately $6.50) on specialty coffee.
Beijing’s specialty coffee consumption is
HIGH AND ON THE RISE.
Beijing’s current coffee scene
Third-wave coffee culture in Beijing is growing, with both global and local brands embracing high-quality, artisanal coffee. While Starbucks, Costa and Tim Hortons cater to the growing demand for premium coffee, local shops like Soloist Coffee Co. and Cafe Flatwhite and other local shops focus on the craft of roasting and brewing, staying true to third-wave ideals. Soloist offers unique, locally roasted coffee with a focus on quality brewing techniques, while Cafe Flatwhite is known for its expertly crafted coffee and cozy atmosphere. This mix of international and local options is helping to shape Beijing’s maturing coffee scene, making it a great place for high-quality brands like Blue Bottle to thrive.
POTENTIAL FLAGSHIP CAFE+ROASTERY LOCATION
Ample Space for a Roastery
Unlike the dense city center, the 798 Art District offers expansive industrial spaces ideal for housing a roastery alongside a flagship café. The district’s iconic Bauhaus-style buildings, repurposed from old factories, provide both the scale and character to accommodate a state-of-the-art roasting facility.
Architectural and Aesthetic Appeal
The industrial charm of 798’s architecture aligns perfectly with Blue Bottle’s clean, minimalist design aesthetic.
A Cultural and Creative Hotspot
798 is Beijing’s leading creative hub, drawing a sophisticated audience of art lovers, design enthusiasts, and international visitors. This culturally engaged demographic values craftsmanship and innovation, making it a perfect fit for Blue Bottle’s ethos.
Destination Appeal
Though located outside the city center, 798 is a well-established destination that attracts people seeking unique experiences. Visitors are willing to travel to the area for its blend of art, culture, and events.
Rising Demand for Specialty Coffee
Beijing’s coffee culture is rapidly evolving, and hubs like 798 are at the forefront of this growth. The district’s visitors and residents already seek out premium coffee, making it a prime market for Blue Bottle to establish itself in Beijing.
798 ART DISTRICT
798 ART DISTRICT AND WHITESTONE GALLERY BY KENGO KUMA AND ASSOCIATE (SOURCE)
DASHANZI - THE OLD FACTORY FOR ELECTRONIC COMPONENT
PACE GALLERY BY GLUCKMAN TANG (SOURCE)
Dashanzi, in Beijing’s 798 Art District, is a historic industrial site originally built in the 1950s as a factory for electronic components. Its Bauhaus-inspired architecture features large, north-facing windows designed to optimize natural light for precision manufacturing. Today, Dashanzi has transformed into a cultural hub, housing prominent galleries like Pace Gallery (CLOSED DOWN IN 2019) and Whitestone Gallery, the latter designed by Kengo Kuma and Associates, which blends modern aesthetics with industrial charm.
This unique mix of history, architectural appeal, and creative energy makes Dashanzi a perfect fit for Blue Bottle Coffee. The spacious interiors and natural light from its original factory design provide an ideal setting for a flagship café and roastery, combining functionality with cultural resonance.
DESIGN IMPACT - TRANSFORMATION OF SPACE AND CULTURE
Dashanzi, part of Beijing’s 798 Art District, has a history rooted in its 1950s origins as a military-industrial complex designed for electronic production, symbolizing power and functionality. Over decades, it has transformed into a cultural hub, reimagined through art, creativity, and human connection. Blue Bottle Coffee’s flagship café and roastery in Dashanzi would further this evolution, replacing the site’s industrial, non-human-oriented legacy with one focused on warmth, community, and craftsmanship. The café’s emphasis on coffee as a shared experience and its human-scaled design would bring new life to the space, marking a profound shift toward humanity and connection.
DESIGN INSPIRATION
JAMES FREEMAN’S BLUE BOTTLE CRAFT OF COFFEE
Sourcing Beans and Overcoming Early Challenges - “Growing”
James Freeman prioritized ethically sourced, high-quality beans to ensure exceptional flavor. Building relationships with farmers and educating customers about the importance of freshness and sustainability were major hurdles in a market dominated by convenience.
Starting Small in a Shed - “Roasting”
Blue Bottle began in a tiny Oakland shed, where Freeman roasted coffee in small batches with meticulous care. Handling everything himself, from roasting to packaging, he established an artisanal approach that resonated with early customers at farmers’ markets.
Mastering Brewing and Scaling with Integrity - “Drinking”
Freeman introduced brewing methods like pour-over and siphon coffee to showcase each bean’s unique character, making specialty coffee more accessible. As Blue Bottle grew into a global brand, he ensured its core values of craftsmanship and quality remained intact.
THE TRILOGY OF COFFEE EXPERIENCE
The Blue Bottle flagship store occupies nine bays of the historic structure, fully embracing and celebrating the expansive openness of its original design.
INITIAL PROGRAM AND PLANNING
The themes of "Growing, Roasting, Drinking" serve as an ideal framework for the spatial design of Blue Bottle Coffee Beijing, shaping the visitor experience into a cohesive journey through the coffee lifecycle.
The flow and program of Blue Bottle Coffee’s flagship store are carefully designed to offer an immersive journey through the coffee experience, from growth to enjoyment.
FINAL LAYOUT AND FLOW
Blue Bottle Coffee - Beijing : The Trilogy of Coffee Experience
WALK-THROUGH OF THE SPACE
Entrance and Greenhouses: Upon entering, visitors encounter three small greenhouses showcasing coffee plants from different regions. This element introduces the origins of coffee, emphasizing the agricultural roots and diversity of the beans. Most of the people in mainland had not had the chance to learn how coffee beans were made and not seen how the coffee cherries growing, this would be an exciting and educational experience.
Gallery on Growing and Processing: Around the greenhouses, a gallery educates visitors on how coffee is grown, harvested, and processed, bridging the gap between farm and cup.
Roastery and Ordering Area: Behind the ordering counter lies the roastery and back-of-house operations. Across from the counter gallery explains the roasting process, blending education with the sensory experience of freshly roasted coffee.
Brewing and focus zone: Upstairs-a quiet zone. The brewing lab is a serene space where guests can relax, meditate, or read while observing the art of pour-over coffee brewing. The north-facing windows fill the room with soft natural light, allowing visitors to unwind and enjoy the rhythm of time passing as the sun moves across the sky.
Ready for that potential 8-hour wait we saw in Shanghai? I think so.
Converse: Near the exit, the social area provides a vibrant setting for conversation and connection. Guests can enjoy their coffee with friends, reinforcing the human-centered ethos of the brand.
