Roasting Plant, Washington, D.C.

CONCEPT: ROASTING PLANT’S second location in Washington, D.C. is an efficient morning coffee hub for busy commuters and tourists while maintaining the welcoming vibes of of a traditional coffee shop.

1. TOTALLY TUBULAR
   Roasting Plant (New York) is known for its Javabot technology – an in-store roasting and brewing system that automatically roasts each coffee to order. It’s integral to the café’s narrative, according to David Shove-Brown, Partner at //3877 (Washington, D.C.), the firm behind the design. “It’s a sensory experience,” Shove-Brown says. “You hear the tinkling of the beans as they travel through the tubes, listen to the heating up and cooling down of the roaster and smell the aroma of freshly roasted beans.”
2. COLORING LOOK
   The interior’s color palette was specified to be both lively and inviting. The brand’s signature blue color is contrasted by the more grounded natural tones in the seating area and the stainless steel accents in the prep counter. The combination of hues sets a welcoming tone, encouraging longer dwell time for guests.
3. TAKE A SEAT
   The furniture in Roasting Plant was picked not only for its sleek aesthetic but to support in-store efficiency. From the counter’s length to the tables’ height and the seating placement, the team ensured “the circulation brought people in and allowed them to easily work their way out.”
4. FIND A WAY
   In a bustling city like Washington, D.C., design elements like wayfinding and easy signage were essential for the efficient customer flow inside Roasting Plant. The layout was designed to naturally guide guests through the space and avoid confusion, while overhead signage and menus mark the points of ordering and pick up.
5. PICK AND CHOOSE
   “Roasting Plant provides a sort of ‘choose your own adventure’ experience,” Shove-Brown says, allowing customers to decide how they want to order. The merchandising at the cashwrap provides easy access to the barista for grab-and-go orders and also creates a space to ask questions about the products being sold without interrupting operations.