Blue bottle coffee from Tokyo, Japan! What is the design concept of Blue Bottle coffee?

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Blue bottle coffee from Tokyo, Japan! What is the design concept of Blue Bottle coffee?

"Blue bottle Coffee", many people's impression of the coffee shop is to play lazy music, gather a lot of cultural youth, or regard it as a K-book center that provides free wireless Internet and sockets. But Blue bottle Coffee (Blue Bottle), which has become popular in the United States in recent years, does not follow you. It was founded in 2002 but did not open its first branch until 2010, which trend experts believe will set off a third wave of coffee revolution. Founder Freeman believes that the core value of the cafe is coffee itself, from the choice of single bean seed, cup hand filter drops, fresh coffee beans that have been used for no more than 48 hours. Both show Freeman's insistence on "have a good cup of coffee". So the blue bottle coffee shop does not play music, does not provide wireless Internet, and has few tables and chairs, just in the hope that customers come purely for the sake of good coffee and slow workers to make fine work of good quality. This insistence makes blue bottle coffee known as "the Apple of the coffee industry".

Although this brand-new coffee culture has made blue bottle coffee popular in the United States, the speed of its exhibition shop is very slow. It was not until this year that it chose Tokyo, Japan to open the world's first overseas branch. In February, it set up No. 1 store in the "Qingcheng White River" area. In March, it set up shop No. 2 on Castle Peak Biaoshen Road. Blue bottle said that the reason for choosing Japan is mainly to learn from Japan, to have a better understanding of Japan's requirements for service quality, and then to improve the service quality of Blue Bottle Coffee around the world. If you haven't had a chance to taste the flavor of blue bottle coffee in San Francisco or dwell on its charm, you don't have to travel all the way to the United States to get rid of the Blue bottle addiction in Tokyo.

Regardless of whether it is hot or cold, every single cup of blue bottle coffee served to guests is dripped by their hands (except Espresso, of course). What is more valuable is that the blue bottle coffee is characterized by roasting raw coffee beans directly on the spot, never more than 48 hours from stir-frying to brewing. It is this "fresh" that makes the blue bottle coffee more mellow and palatable.

Experience of three highlights of Tokyo Blue bottle Coffee

1. Silicon Valley garage style

If you want to experience the "original Silicon Valley flavor" of blue bottle coffee, the No.1 store in Qingchengbai River is the best choice. as the first overseas branch, Qingcheng's location and environment are said to be very similar to the Oakland headquarters and have indicative significance. The completely open space and the manufacturing process of similar factories are presented to customers without restraint, which is one of the brand spirit of Blue bottle Coffee.

two。 Open hand coffee table

It is definitely a pleasure to enjoy them on the spot as they specialize in making coffee. Different from the "sense of professionalism" traditionally valued in Japan, the employees of Blue bottle Coffee are equally attentive, but they have a more leisurely sense of intimacy, watching them brew in order, lined up with the word "blue bottle." time and attitude make the most beautiful scenery in the store.

3. The form of "standing food" opposite to that of Japan.

Blue bottle coffee has long been characterized by very few tables and chairs in the United States, and almost all the guests drink coffee standing up. This kind of culture also hit it off in Japan, because the Japanese are already a country used to "standing food."

Different branches have their own advantages.

1. Most like the branch of American headquarters-- Qingcheng Baihe

Located in Xiaohe, a quiet residential area near the Museum of Modern Art in Tokyo, you can feel the completely transparent and open American style at the Qingcheng White River Store, while understanding the unique taste reflected by the founder Freeman from the location of the store. No matter the appearance or interior, it presents a very "warehouse" concept. Since the Japanese office is located on the second floor of the Qingcheng store, from time to time, you can see the "technical guidance" staff from the American headquarters, if the guests are not mostly Asian faces. For a moment, I thought I was in the Oakland headquarters of blue bottle coffee!

two。 The only combination of the United States and Japan in the world-- Castle Peak limit

Qingshan store is located in the intersection of Tokyo fashion mecca "Meisendo" and Castle Peak pass, so the most important feature of Qingshan store is to add a lot of Japanese images to the original American style, whether it is a small foreign building or a courtyard. all present a completely different Japanese style from the Qingcheng store.

One of the Castle Peak restrictions: coffee bean sales counter

The "Castle Peak Store" has a lot of restricted goods and atmosphere, because there are so many people waiting in line to order coffee. For customers who want to buy coffee beans to go home and brew themselves, Castle Peak Store has a special counter to explain the details and brewing methods of coffee beans to customers.

The Castle Peak store has set up a separate counter for customers who buy beans or surrounding goods for detailed explanation. Jpg

The second limit of Castle Peak: the sale of surrounding goods

Blue bottle Coffee aims at Aoyama store to launch cotton bags and Japanese unique long scarves, different from the American peripheral souvenirs with only blue bottle LOGO, the hand-painted style is very Japan Style! 5000 yen for cotton bags and 1000 yen for Japanese rectangular towels

But the most important thing is coffee itself.

Yes, I drank a total of four cups of coffee to go to these two stores. For selfish recommendation, I suggest you start with the basic Single Origin and get the freshest original flavor. In addition, New Orleans Ice drop Coffee (New Orleans Iced) is also unique because the addition of a powder made from chicory Chicory gives the coffee a special sweetness, similar to honey and caramel, with a hint of spice. Personally, I think it's a bit like the era when coffee was used as a potion in the 18th and 9th century. I hope this description will not frighten everyone, because there is no taste, but there is such an association in the sense of taste.

Strictly speaking, the taste of blue bottle coffee is not "amazing" grade, many professional coffee shops that insist on single-product hand-brewed coffee can do better than blue bottle coffee, but as far as chain coffee shops are concerned, I really think the quality of blue bottle is quite good. And the coffee shop is finally no longer just "Wenqing" or "refreshing" (thank God), and the staff and guests of Blue bottle Coffee have a little taste of "Jobs" or "Silicon Valley engineer". No wonder they are called "Apple of the coffee industry".