MAXX Coffee Kelapa Gading
Hospitality
The Store That Set the Rules
Create the New MAXX Coffee Experience
Kelapa Gading was the pilot for a refreshed MAXX Coffee store experience, developed following Greater Group’s research into the brand, market, customer journeys and changing café behaviours. The project brought that thinking into a complete physical environment, establishing how planning, furniture, materials and customer touchpoints could work alongside a new environmental graphics language.
As a stand-alone café, the store also provided room to explore how MAXX Coffee could respond more closely to its location and customers. The brief extended across the full experience, from the façade and signage through to seating, artwork, merchandise, meeting spaces and a dedicated kids’ playroom.
Build Local Identity Into the Store
Greater Group developed the spatial and graphic experience together. A defined system of signage, colour, patterns and brand elements establishes the MAXX Coffee identity, while site-specific artwork gives Kelapa Gading its own character. A hand-painted mural draws from the surrounding neighbourhood, while bespoke artwork and a coffee-bean installation incorporate references to Asian culture and Peranakan patterns.
These elements sit within a wider store system covering planning, furniture, lighting, materials, façades and customer experience. Greater Group also managed furniture procurement, translating the design into repeatable components that could be documented alongside the graphic system for future locations.
The Pilot Behind the Store Guideline
Kelapa Gading became the working reference for MAXX Coffee’s new store and environmental graphics direction. The principles developed through the project were captured within a comprehensive store guideline covering layout and scalability, furniture, materials, façades, signage, patterns, artwork and localisation.
The guideline gave future locations a defined MAXX Coffee identity and a methodology for interpreting their own context. Kelapa Gading established that approach in practice, creating a café shaped by its Jakarta neighbourhood and a framework that could carry forward into different store formats and locations in Indonesia and Singapore.
