'FLOW' Coffee Shop - Interior Design Master Thesis Project

The Glasgow School of Art MDes in Interior Design Hatice Filiz Ăœnverir Thesis Booklet

Research Question Abstract Introduction ‘Coffitivity’ and Ambient Noise State of Flow and Eudaimonia Philosophy Emotional Design Principles

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Methodology Questionnaires Observations Results of Interviews Case Study Analysis

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‘Flow’ Coffee Shop Site and Peripheral Analysis Designing ‘Flow’ Interior Facilities Scenario – Journey Materiality Holistic Design Approach

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Conclusion

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REFERENCES BIBLIOGRAPHY LIST OF ILLUSTRATIONS

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Creativity leads to a fuller, more satisfying life. Without creativity, mankind would not progress.’ (Csikszentmihalyi, 1997)

HOW DO THE INTERIORS OF COFFEE SHOPS AFFECT ON PEOPLE’S OPTIMAL STUDY EXPERIENCE – OR FLOW? ‘coffitivity’ : reaching your best ‘state of flow’ in coffee shops.

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Abstract Coffee shops have acceleratingly been evolving into alternative study and work places for students, academicians, freelancers or entrepreneurs in today’s contemporary culture, which requires a new spatial definition for these places engaging with their contextual functionality in order to keep pace with our hectic daily life today.

The research approach investigates that why some people prefer to use coffee shops for study purposes and how the interior environment affect and contribute their performance related to reaching mental ‘state of flow’ during their stay in these places. Findings of this research are used to address this new spatial definition and propose ‘Flow’ coffee shop design as an inspirational study or work place for target customers.

Methodology of this research includes interviews (questionnaires) with target customers, observations and analysis in selected coffee shops, libraries or private studios as different case studies.

Research showed that target users expect from coffee shops to give them more flexible options related to seating, interior orientation or facilities; better configuration by considering distribution of natural light, ventilation or window view as well as other factors which effect ambience such as colour combinations, ceiling height or background music.

This study only focused on people who prefer to study, read, write, or work in coffee shops because they are the exact target users of ‘Flow’ coffee shop. I expect that outcomes of my research are going to highlight specific interior design decisions of coffee shops regarding sensual stimuli factors to increase target users’ creativity and productivity during their occupation in these premises.

Keywords: coffitivity, coffee, ambient noise, creativity, productivity, performance, flow, state of flow, Eudaimonia, coffee shop, study / work place, visual identity Word Count: 4670

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‘Creativity involves the production of novelty’ (Csikszentmihalyi, 1997: 113)

‘’ I like study in a less formal place, I feel more relaxed and creative.’’

-Flavıo

‘’ Sometimes I need to change Places to study.’’

-ARIANA

Introduction People have been spending their most productive years by studying in schools, later on in colleges, universities and then working inside of companies’ or agencies’ buildings. Traditionally, places they use to complete their assignments or projects are public libraries, private studios or offices.

However, for some people, staying in the same spot surrounded by walls in a serious business environment to complete their tasks can be a considered as a dull, passive activity. That’s why they start to explore alternative places where allow them more freedom, comfort, various seating options, opportunity to chat with some friends by drinking coffee with a piece of cake whilst accomplishing their tasks. They can refresh their minds in company with fresh air percolating from a wide window looking to a peaceful view. Besides, being in a more active and relaxed space while having in a busy work schedule can alleviate the overwhelming thoughts of people’s minds related to their responsibilities. Correspondingly, coffee shops are one of the most popular alternative study places as an increasing trend today.

‘Coffee as a social lubricant; the relationship between the social system and the nervous system is the close one. Whatever mental and emotional states the daily struggle induces, the third place and the social lubricants are the correctives.’ (Oldenburg, 1989: 183-184)

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Apparently, coffee shop as a third place takes on a task as a relaxation and motivation space today. The biggest reason of this is the stimulant effect of caffeine -which is an active ingredient of coffee- on creativity and mood. (Dawkins et al, 2011: 597-600) Besides, according to some people, things happening around them produces a mild noise, which motivates customers and contribute their task performance in certain coffee shops (Mehta et al, 2012: 784-799). It’s also a fact that today’s developing technology enable us to relocate our working environment from offices to coffee shops thanks to our shrinking materials such as laptops or smart phones. There is no need for big libraries to preserve thick business folders anymore because people can do all these works from their personal laptop by sitting in a cosy coffee corner now. Moreover, they mostly do not need big offices for client meetings because people prefer to gather in casual public places now. Also, today’s self-employed start-ups culture makes working from café easier. When it is considered all these reasons, it is not surprising that coffee shops are evolving to convenient alternatives of study or work places for students, academicians, freelancers or entrepreneurs today.

Aim of this research is to investigate which features of coffee shops provoke people’s ambitions related to their goals, their desire of creating and potential of producing new things and how these features help them to reach out their optimal experience – or flow. (Csikszentmihalyi, 1990: 4) This requires making the boundaries more blurry between coffee shops and study places by melting functions of those places in the same pot because our contemporary culture needs this transition in order to fulfil people’s contemporary needs in today’s hectic daily life.

To achieve its aim, the study begins with examining the term of ‘coffitivity’ which represents the mutual connection between coffee and creativity. Then it focuses on ‘flow’ state of mind and Eudaimonia philosophy that help people to reach their most creative and productive level while they are completing their tasks. Afterwards, it continues emotional design principles by interrelating their effects on people’s creative cognition and performance. In the light of the findings of this research, the paper proposes ‘Flow’ coffee shop design located in Glasgow, United Kingdom as an inspirational study or work place experience for target customers to make them feel more creative and productive during their stay inside.

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‘creativity is a process of focusing on something with discipline, of training the brain to think while working.’ (adler, 2016: 112)

‘Coffitivity’ and Ambient Noise

‘Caffeine consumption has been associated with self-reported increases in: wakefulness, alertness, ability to concentrate and energy.’

(Peeling&Dawson, 2007: 332)

Coffee is known as a kick-starter habit for any creative process for writers, artists, designers, photographers, animators as well as people working with numbers and calculations such as architects, engineers or officers. It is seen as a performance booster by coffee consumers when they usually feel stuck or stressed; most of the time in the beginning of their task or when things start to get wrong or are felt overwhelming. Taking a sip from their cup of coffee help them mapping out their work and get them into a creative flow again when their concentration is disrupted occasionally.

Although these habits have conventional side, expecting positive effects from drinking coffee on performance has actually a concrete base. When it is reviewed the science behind coffee and performance; it is proven that consuming caffeine -which is an active ingredient of coffeeimproves creativity and performance, and therefore, it leads to more productivity. It is even created a term ‘coffitivity’ which refers the affirmative relationship between coffee and creativity.

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‘In the Moslem World, where coffee drinking began, that beverage is the ‘wine of Apollo, the beverage of thought, dream, and dialectic. Similar effects are noted in the Christian world; it is known that coffee spurs the intellect. (…) Reading material is widely digested in the world’s coffeehouses but not in bars. The dart player drinks ale inasmuch as deep thought in not the essence of his game, but the chess player’s drink is coffee.’

(Oldenburg, 1989: 184)

Apparently, drinking coffee identifies with activities that requires cognitive ability and attention in cross-cultural aspect. In other words, coffee can be seen as a beverage of intellect that cuts across the world’s cultures and becomes an explicit role model in its own scope.

When it is considered all these stimulant effects of consuming coffee on performance, it is not surprising that coffee shops have aligned with study places in terms of common use of purpose.

Moreover, another study shows that moderate ambient noises such as coffee shop murmur enhance creative cognition of brain and performance.

‘We demonstrate that moderate (vs. low) levels of noise induce higher processing disfluency, which induces a higher construal level and abstract processing, and consequently enhances both the originality and the appropriateness dimensions of creativity.’

(Mehta et al, 2012: 794) When this information is interpreted into a coffee shop environment, it can be said that things happening around customers produce a mild noise, which motivates them by stimulating their creativity levels in certain coffee shops. Focus and concentration hold the key to achieving flow (Ahmed, 2018: 8). All these benefits of coffee and the environment that is consumed direct us to the path to achieve our ‘flow state of mind’, which enable us to reach our best potential during our thinking process. Next chapter explains this mental state profoundly.

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‘’ I LIKE WORKING SOMEWHERE WHERE TALKING IS ALLOWED’’ -VANESSA

‘’ ı can‘t concentrate ın a very quıet envıronment, I lıke seeıng people comıng ın and out’’ -SOMANIA

‘’ I GET INSPIRED BY CONVERSATIONS AROUND ME.’’ -PATRIZIA

‘Creative thinking requires a considerable period ofconcentrated, focused effort.’ (Norman, 2005: 26, 27).

State of Flow and Eudaimonia Philosophy Do you remember a moment when ideas started to spring out of your mind abruptly and your work smoothly flowed out of them without making so much effort?

’Athletes call it ‘being in the zone.’ Artists call it ‘the muse.’ Psychologists today have given it an official name: Flow’ (Mackay, 2017) Life offers a unique package of various subjective experiences for each of us. The variety of these experiences determine the quantity of our lives because they simply communicate with our own personal thoughts, feelings, senses and desires. As a final outcome of the process of ways of perceiving our environment, we convert events into experiences. According to positive psychology cofounder Csikszentmihalyi; there is a state of mind that lead people to experience their most creative and productive mood while they are dealing with their tasks. This state is called ‘Optimal experience – or flow’, and it is an efficient element which provokes your creativity and boosts your productivity.

‘Flow is a state in which people are so involved in an activity that nothing else seems to matter; the experience is so enjoyable that people will continue to do it even at great cost, for the sheer sake of doing it.’

(Csikszentmihalyi, 1990, 4)

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When people in their ‘flow zone’, they unwittingly devote themselves to their pursuit in an intensively focused way that nothing else seems to matter. It can even cause loss of one’s sense of space and time due to the enjoyment and satisfaction of the experience (Csikszentmihalyi, 1997: 121).

This is the ultimate level of focus that a person can reach and it brings ease to us to accomplish our tasks.

‘Flow has been experienced throughout history and across cultures. The teachings of Buddhism and of Taoism speak of a state of mind known as the "action of inaction" or "doing without doing" (wu wei in Taoism) that greatly resembles the idea of flow.’

(Tandon, 2017: 91)

’Flow’ is also a significant contributor to happiness and well-being because accomplished works simply provide satisfaction into our lives. In the long run, the more flow we experience in daily life, the more likely we are to feel happy overall.’ (Csikszentmihalyi, 1997: 122, 123). In this point, 'being in the flow zone' links with Eudaimonia which finds its roots in Greek philosophy about personal happiness and being in a contented state. According to Eudaimonism, happiness is a journey and attained by a pursuit of well-lived life, which expresses the idea that happiness comes within, on the contrary of hedonism which is the belief that happiness is derived externally (Deci et al, 2008: 5). When it is narrowed down, the link between flow and happiness also interrelates emotional design principles as another component of ‘flow state of mind’. Next chapter elaborates this relationship in detail.

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‘’ coffee shops make the process of studyıng more ınterestıng and less borıng.’’

-juau

‘’ when we go to coffee shops as a group, we are able to dıscuss ıdeas and bounce them off each other.’’

-davıd

Emotional Design Principles According to emotional design principles by cognitive scientist Donald Norman; ‘creative thinking requires a relaxed state of mind induced by positive effect.’ (Norman, 2005: 29) It means when someone is relaxed and happy, her / his perspective widens and that person becomes more imaginative. ‘Positive effect arouses curiosity, engage creativity, and makes the brain into an effective learning organism.’ (Norman, 2005: 26). Therefore, existence of positive effect is important for us in order to reach mental serenity before getting into our creative flow. Norman sorts out some specific conditions that bring about positive effect to brain to prepare to get into creative flow: ‘Warm, comfortably lit places, temperate climate, sweet tastes and smells, bright, highly saturated hues, “soothing” sounds and simple melodies and rhythms, harmonious music and sounds, caresses, smiling faces, rhythmic beats, “attractive” people, symmetrical objects, rounded, smooth objects “sensuous” feelings, sounds, and shapes.’

(Norman, 2005: 29) That is to say, a cheerful moment, an aesthetically appealing ambience, a rounded and smooth logo or even a bright and saturated painting on the wall can help to give rise to this positive effect, and so, these conditions enhance people’s creativity by relaxing their state of mind.

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‘Creativity can be stimulated by a congenial physical environment. But this is not a simple causal relationship. When creative persons find themselves in beautiful settings, they are more likely to find new connections among ideas, new perspectives on issues they are dealing with.’

(Ahmed, 2018: 9)

Csikszentmihalyi also refers Norman’s ‘positive effect and creative thinking’ relationship here. ‘Beautiful settings’ in our physical environment mentioned above trigger our senses and revive positive effect on us, and therefore, we feel more energetic and exhibit a more can–do attitude towards tasks to be done.

Since findings of this research is to propose a coffee shop design which allow target users to find their flow inside, positive effect induced by interior space which encompass physical configuration and settings play an influential role in this research. Concordantly, this is also the most important factor determining the methodology of my research which mainly utilises target users’ opinions and perceptions in order to answer how design should be.

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‘’ dıfferent envıronment surrounded by dıfferent people ıs a source of ınspıratıon.’’

-flavıo

‘’ I GO TO COFFEE SHOPS TO BEAT STRESS.’’ -mohammed

Methodology Questionnaires, observations and analysis of different case studies as well as co-occurring theoretical research contributed to answer the research question and findings became the guideline for designing ‘Flow’ coffee shop.

Questionnaires Customers using particular coffee shops which are Starbucks, Café Nero, Costa Café, Offshore, Tinderbox and Willow Grove in Glasgow were observed during the research.

Those who were reading, studying, working with their computer or even crafting were asked to complete a questionnaire because reaching to exact target users plays the most significant role as methodology of the research (Appendix). However, number of participants were kept limited with 21 people because it was not wanted that questionnaires dominate the research. Qualitative analysis was intended with mostly open-ended questions in questionnaires. A project information sheet explaining research and one each consent form for the parties were provided (Appendix, p. 1&2). First question was asked to understand target users’ monthly frequency of visit. (Graph 1) Second and third questions were asked to gain an understanding why target users come coffee shops rather than libraries and how they benefit from these places in general whilst fourth and the last question were examining their perceptions and expectations of the interior of coffee shop they were currently in.

Observations In order to picture distribution of demographics, occupation and activity pattern of target users; potential participants were observed in detail (Graph 2&3&4). Especially their activity pattern which includes reading, writing, designing, crafting, and idea generation were kept track ( Graph 5). In addition to these, selected libraries, offices, bookstores as well as coffee shops were analysed as related case studies (Case Study Booklet).

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Results of Interviews Research question one: How often do you study / work in coffee shops?

Out of 21 participants, 7 users stated 1-3 times a month; 10 users stated 4-8 times a month and 4 users stated 12-16 times a month. (Graph 1) Research question two: Why do you chose a coffee shop to study / work rather than a library?

As a popular comment, participants of research states that they feel more creative and productive in coffee shops because environment is less restrict and more open than a library, and therefore, their mind has more freedom to create. Especially they emphasized it helps idea generation for their work because they get inspired by conversations around them. I interpret their opinion as reaching ‘state of flow’ in coffee shops is easier than in libraries.

Research question three: How do you think studying in a coffee shop helps your productivity, creativity or concentration?

They like the idea of using spaces that give them choice, freedom and comfort as well as ability to socialize whilst feeling pressure of their work load. Two participants mentioned that they sometimes meet with customers in coffee shops because it provides a casual environment to business meeting. A considerable amount of participants indicate that coffee shops are convenient places for group discussions because the environment surrounded by different people is a source of various perspectives. One participant stated that coffee shop is not a suitable place for him to study, he came here because library was closed. However, he was designing something with his computer at that moment and explained that he can do his work in a coffee shop if it does not require reading and writing.

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Research question four: Do you think this coffee shop (…………..….) has a specific impact on your productivity, creativity or concentration related to its interior features?

In most cases, participants indicated the importance of ventilation, natural lighting, cheerful colour combinations and various seating options and how they contribute to create an energetic interior as a study place. Besides, they pointed out the positive effect of unobtrusive background music such as jazz or lo-fi during their study inside. Plug access and Wi-Fi quality were also two of the most popular reasons for customers to prefer to use these specific coffee shops. Most of participants in Offshore stated that high ceiling, big windows, view onto trees, comfortable sofas and peach - yellow hues create a peaceful environment and contribute their performance (Fig. 1). One participant from Willow Grove claimed that its outdoor space is nice to do work while enjoying the sun (Fig. 2). Moreover, a group of four people were doing very detailed craft (stitching) in a shared table which was illumunated by a dense light source from the ceiling. They specified that they are delibelatery coming to Cafe Nero to discuss their ideas and make craft because shared seating arrangement with proper lighting is quite convenient for them to do their group work (Fig. 3).

Research question five: If you have a chance, would you like to chance or add something, function or facility in this interior to contribute your study / work?

Research showed that target users expect from coffee shops to provide them more flexible options related to seating such as private seating, communal tables, movable chairs or tables and comfortable arrangements like cushion supports or bigger tables and sofas. In terms of facilities; they mostly demand more plug access, uninterrupted and fast WI-FI connection, relaxing background music as well as printing machine, scanner and lockers.

In terms of spatial quality as a study / work place; they claimed that more natural lighting, better ventilation and brighter colour combinations should be supplied in some cases.

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Figure 1: Offshore

Figure 2: Willow Grove

Figure 3: Cafe Nero

Case Study Analysis Findings of the interviews showed that people want to change the way of working at certain intervals in order to tackle with boredom. This is one of the main reason for them to leave their usual working areas to find alternative ones. However, even if they find some other place to work, they still need changes inside of the new order. That’s why, I have chosen my case studies from examples where we can see places that allow changes as much as possible. For example, University of Glasgow Library has numerous seating options in order to engage with students with different study habits (Fig. 4) The Whiskey Bond and Clockwise provide multipurpose workspaces, and event spaces to gather people from different work fields (Fig. 5&6). Interiors of Google Offices and Adidas Valley also show that these companies are aware of employees’ daily struggles during hard work and try to relief them by providing a flexible and less overwhelming environment (Fig. 7&8).

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Figure 5: The Whisky Bond

Figure 4: University of Glasgow Library

Figure 7: Google Office

Figure 6: Clockwise

Figure 8: Adidas Valley

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‘’ sometımes ı met wıth clıents ın coffee shops because feelıng ıs more free ın general’’ -davıde

‘’there ıs so many temptatıon ın my place such as tv, vıdeo games...’’

-musharı

‘’ lıbrary ıs for ıntense studyıng, coffee shop ıs for ıdea generatıon.’’

-GA

‘FLOW’ Coffee shop as a study / work place: A coffee shop which provokes your ambitions related to your goals,your desire of creating and potential of producing new things by helping you to reach out your optimal experience – or flow.

‘Flow’ Coffee Shop As a reflection to my findings of my research, I created a coffee shop experience that provides ‘flow’ both spatially and mentally for customers, because my target users come to ‘Flow’ coffee shop with pre-determined study purposes which require them to reach 'flow state of mind'.

Site and Peripheral Analysis ‘Flow’ coffee shop is located on southwestern side of Kelvingrove Museum in Glasgow because I wanted to use potential of this location as the target customers are mostly students, academicians, designers, freelancers or entrepreneurs who spend most of their time in the city centre close to universities, clients, offices or business centres (Fig. 9).

Figure 9: Location

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In order to design this inspiring spatial experience for target users, I started analysing the site and I got inspired the circular movement of cart way encircling Kelvingrove Museum from River Kelvin and Argyle Street (Fig. 10) (GIF 1). I interpreted this ‘loop’ around the site as a reflection of ‘Flow’ idea in a big scale.

Figure 10: Circular movement of cart way

Then I played with the position of my building on the site by drawing imaginary axis between it and Kelvingrove museum in order to find the richest window view that combines both the museum on north-eastern side and green areas on River Kelvin side of the building (Fig. 11) (GIF 2). Meanwhile, I considered visibility of the shop from the main entrance looking at Argyle Street (Fig. 12).

Figure 11: Position of the building

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Figure 12: Perspective from Argyle Street

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Later, my site analysis followed peripheral analysis which made me realize how eye-catching spires on top of Kelvingrove museum are (Fig. 13) (GIF 3). I chose to reflect these Baroque style spires situated on top the museum as using modern triangular forms in my own design because I have imagined my building would create a synergy with Kelvingrove Museum by juxtaposition of two different architectural styles (Fig. 14). When it comes to shape my building from exterior, these ceiling details of Kelvingrove museum led me to spire my building's ceiling like pitched roof style as a modern insertion to it (Fig. 12). Besides, I created a depth by triangulating front elevation of my building in order to use pedestrian road as a part of a welcoming area.

Figure 13: Emphasis of Kelvingrove Museum’s spires

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Figure 14: Juxtaposition of ‘Flow’ Coffee Shop and Kelvingrove Museum

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Moreover, I supported this contrast between the styles of two buildings with my material choices by using structural oak and laminated glass as main construction material on exterior, which differentiate my design from Kelvingrove Museum’s traditional Locharbriggs red sandstone as main building material just like Louvre Museum did in the middle of Louvre Palace in Paris.

(Fig. 15) This is also a great example showing the contrast of form and materiality between a Baroque style and modern style building, which reflects my design thinking during the process.

Figure 15: Louvre Museum

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Designing ‘Flow’ My main aim as a designer was to focus on designing an experience for customers that make them feel ‘flow’ both physically and mentally. In order to provide this, I started with creating flow of voids in interior by minimizing three dimensional distractions that can cause any emotional response such as discomfort, anxiety or uncertainty to customers as much as possible. The reason of this, they need to be in a contented state of mind in order to ignite their creativity according to emotional design principles (Norman, 2005: 29).

Besides, effortlessness and ease is one of the important contributors of flow (Csikszentmihalyi, 1997: 112), which steered me to work on methods of effective wayfinding and intuitive design solutions which supply and maintain ‘optimal experience’ for customers with less effort. For example, I reflected my informative design approach by creating leading patterns on the floor heading for technology hub in the centre of shop (Fig. 16&20& interior perspectives). Besides, I applied yellow colour coding on the floor of this area in order to draw attention to it since technology hub is one of the most distinctive part of ‘Flow’ coffee shop. (Fig. 16&29) What is more, I elaborated the interior with using not only simple information signs and infograms which give users clear instructions related to facilities such as restrooms, WIFI connections but also motivational messages and energetic environmental graphics in order ease their studies (Interior Perspectives).

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Interior Facilities In parallel with findings of the research, Flow coffee shop needs to have a quite open plan including its outdoor area to meet users’ expectations (Fig. 16 & 17). Circulation plan of the building shows that users can actually slide between seating zones and feel the flow of voids as well as providing wheelchair access (Fig. 18).

1900 cm

1500 cm

Figure 17: Indoor & outdoor areas indoor outdoor

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Figure 18: Circulation plan

Figure 16: Floor plan with site

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As a common comment, participants of my interviews demanded variety of comfortable seating arrangements in coffee shops otherwise their study or work experience can be disrupted due to lack of comfort and alternatives. In order to meet the demand, ‘Flow’ coffee shop offers seven different and flexible seating options to customers (Fig. 19).

Figure 19: Seating arrangements

In terms of ergonomics, chairs used in interior and exterior were chosen by considering the correct sitting posture for studying. There are two different options for chairs; one of them which is used mostly in interior and outdoor area for mainly studying supports the back and natural curvature of spine of people; provide armrests, enough padding for seating material, height and lumbar adjustment and swivel castor. (Fig. 21) The other one which is used only in outdoor area mostly for relaxation provides a wider angle for back in order to lean back comfortably with a soft seating material. (Fig. 22) The main reason of providing various seating areas for customers is to make them experience their environment differently. Therefore, it allows them to customize their comfort in the coffee shop.

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Figure 20: Front interior perspective

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Figure 21: Study chair

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Figure 22: Outdoor seating chair

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Study tables are also one of the most important element for users to choose ‘Flow’ coffee shop. They provide feet rest for better blood circulation and lockers for personal belongings in case users need to leave their table for a while to order something or go restrooms (Fig. 23). There is also sliding table option for those who like to study by sitting in a sofa (Fig. 24&25) (GIF 4).

Customers who prefer to relax indoors can enjoy other multipurpose seating as well as group activity zones. (Fig. 26&27& 28).

As another significant facility, ‘Flow’ coffee shop has ‘Technology Hub’ located centrally in the plan. Users can access a printing, Xerox and scanning machine inside of this hub during their studies (Fig. 29).

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Figure 23: Study table

Figure 24: Sliding table detail

Figure 25: Rail systyem detail

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Figure 26: Interior perspective - multipurpose seating area

Figure 27: Multipurpose seating area

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Figure 28: Group activity zones

Figure 29: Technology Hub

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Figure 30: Interior perspective - cafe area

Figure 31: Interior perspective - study area

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Figure 32: Interior perspective - outdoor area

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Scenario - Journey ‘Flow’ Coffee shop is open from 8 am to 11 pm in order to keep pace with a wide range of customer habits. Optional booking system is one of the main distinctive factors of this place. Customers can reserve tables or group activity zones for individual long - hour occupation or business meetings via online booking system. People can use this place in order to do some work, meet with a client or take a break. (Scenerio Storyboard) An unobtrusive background music accompanies them during their studies (Scenario Video). They can even access to University of Glasgow library database such as online books, journals or digital collections from inside and print these sources from technology hub. In this way, ‘Flow’ coffee shop attracts target users nearby.

In ‘Flow’ coffee shop, customizing the journey is very important because someone may find a stimuli concentrating whilst other distracting. In order to maintain ‘state of flow’ for customers, design should engage with everyone’s demands. If users are be able to find the ‘right’ place where they can perform at their best, their engagement with studies would be easier. That’s why, I have developed some methods to customize users’ privacy in various seating areas.

For example, group activity zones provide translucent separators hanged to the ceiling (Fig. 28). When privacy is needed in a group meeting, customers can use them. Same separators are provided to the technology hub as a barrier against the machine sounds coming from inside. (Fig. 29) Likewise, individual study units have also adjustable privacy panels hanged to the ceiling and adjustable sliding tables to make the whole study experience more adaptable from one person to another. (Fig. 24&25&33&34) (GIF 4&5). Besides, pitched roof ceiling provides different ceiling height for customers so that they can try different locations and decide one spot which makes them feel better during their journey in the coffee shop.

(Fig. 35) Consequently, all these flexible options enable customers to become architects of their own journeys.

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scenerÄąo storyboard

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Figure 33: Adjustable sliding tables, study area

Figure 34: Hanged adjustable privacy panels

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300 cm

250 cm

Figure 35: Partial section showing pitched roof ceiling

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Materiality Material choice is quite crucial in order to reflect the story behind ‘Flow’ coffee shop. The interior space should be energetic, dynamic and cheerful in order to fulfil its mission as a study place. Therefore, colour combinations were selected from mainly yellow – peach hues with the contribution of green and turquoise by considering their bright, refreshing and motivational effects on people’s mood (Susan & Martin, 1991) (Fig. 36&37). Recyclable material use was preferred; solid wood Herringbone parquet flooring, structural oak and laminated glass were used as main materials in interior as well as in the exterior of the building (Fig 38). Exterior glass cladding and openable skylights were designed to allow customers to utilise from natural daylight, green window view and proper interior ventilation. Besides, since Glasgow is a usually rainy city, an openable glass roof system is designed for outdoor areas of coffee shop (Fig. 40) (GIF 6). Also indoor plant use softens the boundary between indoor and outdoor and creates a less artificial ambience (Fig 38). What is more, translucent separators used in group activity areas and technology hub were made by recycled glass acrylic resin (lumicor) (Fig. 39) and not fixed to the floor in order not to make concessions from the ‘open plan’; but still define different zones (Fig. 20). Similarly, privacy panels above study tables are made by painted perforated wood for users to adjust their privacy if they need (Fig. 34) (GIF 5).

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Figure 38:

Figure 36: Colour Palette

Structural materials solid oak wood base

Flooring materials Terrazzo

Figure 37: Upholstery choices

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Figure 39: Lumicor

Figure 40: Openable / sliding glass roof detail

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Holistic Design Approach ‘Flow’ coffee shop can be marketed as a chain store with an adoptable holistic design approach. If the appropriate site can be found, it can be located in different cities or countries with the help of minor adjustments such as regional construction materials depends on the climate. Creating a design identity which reflects the story behind the brand is vital in order to create a reliable image in users’ mind. Thus, they become familiar with the brand and visit frequently (Petermans et al, 2013).

To show its ‘brand identity’, I have designed a logo and several collaterals for the coffee shop such as coffee cups and saucers, loyalty cards, menu, shopping bags and price tags (Fig. 41&42). The form of the logo, selected colours and recycled paper use for collaterals emphasize the integrity of design identity in a holistic package, which shows the strength of your identity with a unique signature as a coffee shop brand.

Figure 41: ‘Flow’ coffee shop logos

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Figure 42: ‘Flow’ coffee shop collateral design

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‘’ CUSTOMER REWARD CARD IS ONE THE BIGGEST REASONS FOR ME TO KEEP COMING THE SAME COFFEE SHOP.’’ -NOOR

Conclusion People have begun to take more responsibility related to their studies or works to keep up with today's fast living conditions.

As a consequence of this, they started to seek alternative study or work places. With the positive effects of caffeine and moderate ambient noises on concentration, coffee shops have become one of these alternative study places chosen by students, academicians, freelance designers or entrepreneurs to get their work done these days. However, they are not designed as an inspirational study or work place originally. They need a new spatial interpretation which provokes target customers ambitions related to their goals and boosts their creativity levels. Aim of this research was to investigate which factors of interior environment contribute customers’ creative cognition and increase their task performance.

Study shows that there is a state of mind called ‘flow’ which makes people feel the most creative and productive. This mental state also increase our happiness and well-being in the long run because the more we achieve success in our life, the more satisfied and happy we become; which interrelates ‘flow’ with Eudaimonism. Besides, according to emotional design principles, creativity is a result of a relaxed state of mind fed by positive thoughts, and physical environments play a fundamental role to create a positive effect in people’s minds. From this point, my research led me to make real life observations in order to learn target users’ opinions related to physical spaces that they use for study or work purposes. I have reached these target customers in selected coffee shops and asked them key questions via questionnaires related to effects of these interiors on their studies.

According to results, target users feel more productive in places which give them flexible options such as various seating, modifiable privacy, equally distributed plug and WIFI access in interior. They also emphasized the importance of well distributed natural lighting, ventilation, window view, an unobtrusive background noise and use of energetic colour combinations in order to experience better spatial qualities as a study or work place. Moreover, they mentioned that some distinctive facilities can be added to the coffee shop such as printing or Xerox machine, scanner, lockers in order to contribute their studies during the process.

In the light of findings of the research, I proposed ‘Flow’ coffee shop design by considering all peripheral factors which effect customers’ study or work performance positively and help them to reach their ‘flow zone’ easily. It brings a new spatial definition as an alternative study or work place to our contemporary life, which also could be a chain store with an adoptable design approach. I have worked on designing a flexible space by interrogating innovative methods which boost users’ task performance peculiar to merely ‘Flow’ coffee shop. Maybe in the future, it will be acknowledged that offices definitely kill creativity and humanity will not need these places anymore; then this alternative places will substitute for offices as new workspaces. In order to respond this prospective need, this innovative design modality has been developed primarily by focusing on user experiences, and thus leads the way in which workspace and hospitality design should progress together in the future.

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‘’ research can be ısolatıng and studyıng ın a coffee shop provıdes the socıal envıronment wıthout socıalızıng.’’

-vıctorıa

‘’ a bıt of noıse helps me ın the wrıtıng process; the envıronment makes me feel as ıf ı am not workıng’’ -vıctorıa

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LIST OF ILLUSTRATIONS Figure 1 – 4: Photographs taken by me.

Figure 5: http://www.thewhiskybond.co.uk/office-space-glasgow-at-the-whisky-bond/ Date access: 16 Aug. 2018 Figure 6: https://workclockwise.co.uk/office-spaces-glasgow Date access: 16 Aug. 2018 Figure 7: https://www.designboom.com/design/camenzind-evolution-google-08-06-2015/ Date access: 16 Aug. 2018 Figure 8: https://design-milk.com/adidas-valleys-colorful-and-casual-workspace-by-actincommon/ Date access: 16 Aug. 2018 Figure 9 - 14: Visuals prepared by me.

Figure 15: https://en.wikipedia.org/wiki/Louvre_Palace Date access: 16 Aug. 2018 Figure 16 – 36: Visuals prepared by me.

Figure 37 - 38: Collages prepared by me.

Sources: https://www.indiamart.com/proddetail/pvb-laminated-glass-12645800391.html https://www.knoll.com/shop/knolltextiles http://www.elledecoration.co.uk/decorating/insider-guides/terrazzo/ http://www.texturise.club/2014/01/seamlesswoodparquettexture.html https://www.wood-database.com/red-oak/ Date access: 16 Aug. 2018 Figure 39: http://www.lumicor.com/products/collections/recycled-glass/241 Date access: 16 Aug. 2018 Figure 40 – 42: Visuals and collaterals prepared by me.

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