The Birth Of Rilassare

Redesigning Experience



This is part 2 of the concept shop blog, and it is here where I will introduce to you 'Rilassare'. Rilassare stands for 'Relax' in italian. My concept is simple - To improve 'The Coffee Connoisseur' ( TCC ) to a whole new level, by combining other elements like the library and 'Kbox' experience into it while retaining TCC's original art loving style for only one aim ; to be the epitome of a relaxation and art expression cafe.

The Brand

Like TCC, Rilassare is a brand. After much reflection and deep thinking, the name Rilassare may be foreign and difficult to remember by for locals. Therefore I've decided to make an abbreviated alternative, which is 'RScafe'. Like every brand, Rilassare have a logo too. Since it is a cafe serving mainly coffee, the logo is made into an abstract shape of 'RS', symbolising a coffee cup.

This is the process of how the logo came to be.



The Concept In Depth

The concept of Rilassare is to be the epitome of an art and relaxation cafe. Therefore, I've considered to merge Rilassare with the National Library of Singapore and also the Cheng San library branches. With this, people who visit the library could have a place to relax, have a meal or even read their books there. They could even borrow board games from the cafe and play them with friends as they enjoy our beverages. Rilassare also offers art films and movie rental, where they could bring the dvds home to watch or just use the 'Movie appreciation' rooms.

With that, we would also promote award winning art films , and screen them for free at selected timeslots. Besides the movie appreciation room to indulge customers with graphic satisfaction, we also have the 'Music Booth', where customers can play their favourite music there either with our own audio system or via their own iTunes plug-in. We would also rent music of many different genres, from classical to rock. If you think that rock music would spoil the overall ambience, do not worry ; our music booth are 100% soundproof, made in such a way that only the people inside can hear what they are playing.

Besides the music, we also have a 'Karaoke' service within the music booth, so that customers can chill and hang out with their friends inside the booth while enjoying their favourite cup of beverage or food.

Here is the conceptual sketch of the music booth.

The Floor Plan

Finally we have the rough sketch of the floor plan.

Case Study : The Coffee Connoisseur

At A Glance...

The coffee connoisseur (tcc) is the leading purveyor of gourmet coffees in Singapore and soon, the region. They pride themselves in offering an extensive range of exclusive top-quality coffees, brewed to perfection using a variety of methods including syphon, ice coffee dripper and espresso techniques.

They provide a cosy, welcoming ambience where customers can fully appreciate the pleasure of savouring a truly excellent cup of coffee. Each of their art boutique caffè features a unique design and ambience to suit the local clientele. TCC's comprehensive menu of delicious starters, main courses and desserts will certainly gratify their customers' appetite.

The concept of TCC is young and fresh — conceived in mid 2003 and launched on December 18, 2003.Their first two art boutique caffès to open on that day were at Millenia Walk and Beach Centre. One month later, TCC Cineleisure, which has a shop-concept 'look and feel', was opened.

Their Vision

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

Their Mission

'By innovation and consistency of our products and service quality , we will lead in the taste of Coffee and uphold our standing as The Coffee Connoisseur.'

All above information were taken from TCC's main web page. For more info, go to http://www.thecoffeeconnoisseur.com/.

Personal Experience:

My personal experience of going to TCC (Bugis Junction) is a unique one. Unique in a sense that it has a very defined style to it - Artistic, urban and stylish. The furnitures and design there are very simple looking, but yet they are able to create a very sleek style. The ambience is also very cosy, and overall a very good place to relax and have coffee. The unique selling point of TCC have to be their stylish boutiques, besides their coffee and food.

As I have mentioned before, TCC offers a very artistic and urban style ( Bugis junction Boutique) . But besides that, TCC also offers many different designs per boutique island wide. Each boutique has a unique ambience designed with their guests in mind. This is definitely a huge plus in the 'Experience' aspect of their design. Customers are introduced to a variety of designs to choose from ; to have the choice of going to the boutique which ambience suits them best.

Below are some of the examples of the different boutique designs.

TCC @ Centrepoint

TCC @ Bugis Junction (Atrium)

TCC @ MarinaBay



TCC @ Suntec City

Competitors:

Being a casual dining cafe, TCC definitely have competition around, with Starbucks and TheCoffeeBean being the top contenders. However, what set TCC apart from them is the unique designs of the boutiques and the food range. Both Starbucks and TheCoffeeBean only offers snacks and pasteries such as cheesecake and sandwhiches, but TCC offers a wider range of food including breakfast sets, soups, salads as well as savoury main courses and pasta which will satisfy almost all the needs of a hungry or picky customer! This is another huge plus in the overall experience aspect.

Evaluation Using P.O.E.M.S

People:

The people who goes there are usually the working class ; businessmen and office people who are having their office break or are just chilling out after work. However, there are also teenagers who goes to TCC to hang out with friends, using the laptop to do work, access internet etc.

Objects:

The furnitures are very stylish, and their designs all differ from different branches.

Environment:

Once again, the overall environment differs from different branches, since each branch have their own unique design. However, the overall ambience is aimed to be cosy and relaxed, in order to let customers enjoy their coffee and at the same time, feel at home. Most branches also have artworks or galleries displayed, since TCC's aim is to combine art and coffee together.

Messages:

Being artistic and professional. The tcc experience blends art and lifestyle to give their guests the space to indulge in their own time and to appreciate a fine cup of coffee, just as an art enthusiast may appreciate a great work of art.

Services:

Coffee exellence, flavoursome food, ambience, guests satisfaction, quality is everything.