項目細節

工程期

~1.5 months

工程地點

Amoy Plaza, Hong Kong

主要材質與細節

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

面積

2200 sqft.

工程年份

2016

Restaurant interior — F&B design by Enoch Deco, blending ambiance and architecture.

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.

項目圖集

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.

PROJECT GOALS & OUTCOMES

The café communicates Segafredo’s identity through both color and typography.
Bold black-white-red contrasts and large-scale typographic graphics convey energy and cosmopolitan flair, while the clean lines and modern furniture echo the brand’s professional espresso craftsmanship.
Every design detail — from the coffee cups and packaging to the wall graphics — reinforces a unified global identity, linking Hong Kong’s outlet with Segafredo locations in Rome, Paris, Tokyo, and beyond.

COLLABORATION & CHALLENGES

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.