A compact yet dynamic espresso kiosk representing Segafredo Zanetti’s return to Hong Kong.
The design captures the brand’s Italian coffee heritage through bold black-red contrasts, global typography, and a concise café layout suited for modern retail environments.
세가프레도 자네티 에스프레소는 이탈리아 정통 커피 브랜드로, 이번 홍콩 아모이 플라자 매장은 브랜드의 홍콩 복귀를 상징하는 첫 번째 키오스크 매장입니다. 블랙과 레드의 대비, 세계 도시 타이포그래피, 그리고 효율적인 카페 공간 구성으로 현대적인 유럽 감성을 표현했습니다.
Project details
Construction Duration
~1.5 months
Location
Amoy Plaza, Hong Kong
Signature materials
Red mosaic tile counter
Black powder-coated frame
Light birch wood tabletops
Red and charcoal upholstered café chairs
World city typography feature wall
Glass display showcase with integrated lighting
Area
2200 sqft.
Year
2016
CONCEPT & DESIGN INTENT
The design for Segafredo Zanetti Espresso at Amoy Plaza represents the brand’s re-entry into the Hong Kong market with a bold, urban espresso kiosk concept. The intent was to reinterpret the essence of Italian café culture within a compact retail footprint — celebrating the ritual of espresso while resonating with Hong Kong’s fast-paced commercial rhythm. The design translates Segafredo’s brand DNA — energetic, cosmopolitan, and distinctly Italian — into a contemporary coffee experience.
SPATIAL STRATEGY / PLANNING LOGIC
The kiosk was strategically positioned at a high-traffic circulation zone within Amoy Plaza, designed for maximum visual exposure and operational efficiency.
The spatial layout is organized into:
Front Bar Zone — housing the espresso machine, pastry display, and cashier counter, ensuring an efficient customer flow for quick service.
Perimeter Seating Area — an open yet defined café zone with red and charcoal upholstered chairs and light wood tables, encouraging short breaks while maintaining transparency toward the mall’s concourse.
This open-front arrangement creates a welcoming, street-side café ambiance within an indoor environment.
GALLERY
MATERIALITY & DETAILING
Material selection emphasized durability, visual contrast, and brand consistency.
The counterfront is finished in red mosaic tiles framed by matte black steel trim, echoing Segafredo’s corporate palette.
Black and red typography graphics wrap around the kiosk walls, featuring the names of major world cities — a symbol of the brand’s international presence.
Natural wood table surfaces soften the overall tone, while glass showcases and warm LED lighting highlight pastries and beverages, enhancing appetite appeal.
The composition of glossy and matte finishes adds depth and sophistication to the compact setting.
BRAND EXPRESSION & VISUAL IDENTITY
The design for Segafredo Zanetti Espresso at Amoy Plaza represents the brand’s re-entry into the Hong Kong market with a bold, urban espresso kiosk concept. The intent was to reinterpret the essence of Italian café culture within a compact retail footprint — celebrating the ritual of espresso while resonating with Hong Kong’s fast-paced commercial rhythm. The design translates Segafredo’s brand DNA — energetic, cosmopolitan, and distinctly Italian — into a contemporary coffee experience.
PROJECT OUTCOME & SIGNIFICANCE
Completed in just six weeks, the project successfully established Segafredo Zanetti’s visual and experiential presence in Hong Kong.
The kiosk seamlessly blends Italian café authenticity with Hong Kong’s dynamic urban lifestyle, crafting a compact yet immersive brand environment.
It became a significant milestone for Segafredo’s regional expansion and serves as a showcase of efficient design execution, visual coherence, and brand storytelling within a small-scale hospitality format.
SEGAFREDO ZANETTI ESPRESSO
AMOY PLAZA
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