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Rheon Café, a new casual dining concept by Rheon Automatic Machinery Co., is the Japanese baking equipment manufacturer’s first U.S. foray into creating fresh-baked goods.

Working with Tobin + Parnes Design Enterprises (New York), Rheon envisioned the SoHo café with a relaxed setting to reflect the hand-made processes of baking.

Warm, clean materials, such as natural honey-colored wood, white carrera marble and ceramic tiles emphasize that freshness. An open bakery room allows customers to watch all the baking live – an experience the retailer believes stresses the “touch of hands” in its process.

Low-voltage lighting and incandescent sconces highlight interior finishes and food to add to the inviting, fresh-looking atmosphere. That bright glow floods through an all-glass storefront to the sidewalk.

“Customers often come in during the winter months because the store looks so warm to them from the outside,” says Carol Tobin, principal for Tobin + Parnes.

Source List:

Client: Rheon Café, New York – Tomoyasu Hayakawa, director of overseas sales; Yoshiaki Okazaki, director; Kenichi Kato, director’s assistant

Design/Architect: Tobin + Parnes Design Enterprises, New York – Carol Tobin, principal; Akiko Yamada, senior associate; Dorothy Dejkanovic, interior designer; Chelsea Watlington, junior designer; Gerard Orozco, senior associate; Robert Parnes, architect of record / principal

Architect: Robert Mark Parnes Architecture LLC, New York

General Contractor: Katsura Construction, Bronx, N.Y.

Outside Design Consultants: Tan Engineering, Flushing, N.Y. (MEPS engineering); Office of James Ruderman, New York (structural engineering); Plan B Engineering, Trevose, Pa. (shoring engineer); Code LLC, New York (code consultant); Nadia Zadneprianski, Staten Island, N.Y. (graphic design); Huy Lim, Edgewater, N.J. (menu board design); Starbright Design, New York (floral designer)

Flooring: Hastings, New York

Walls: Stone Source, New York

Furniture: Beaufurn Furniture, Winston-Salem, N.C.; Smith & Hawken, New York

Lighting: LBL Lighting, New York

Signage/Graphics: IDL Concepts Inc., New York

Equipment: Rheon Automatic Machinery Co. Ltd., Utsunomiya, Japan

Photography: Vanni Archive, New York




MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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