Café Sierra - Victoria Street, Auckland

Sierra Café, Victoria Street Auckland ,Sierra Centre Place, Queensgate, Sierra Airport Oaks, is a represents F+D=A’s aspirations for a new design direction for the well respected and Café franchise chain.

As a brand, Sierra has a perception of sophistication of endurance.

We wanted to express two strong ideas in the new format:

  • The Art of Coffee
  • The Science of Coffee

The Café is the gallery. The coffee making process, its equipment, its kinetics, are heralded as art and are displayed in the gallery. The eclectic styling; a bit of OLD; a bit of NEW; give the environment a sense of age, of providence, and promise.

The espresso machine is given the prominence of precise and precious laboratory equipment. The counter becomes the laboratory, and the barista the scientist; the alchemist.