Posts Tagged ‘interior’

Farragut Square Location

As I headed home from the March for Science, I passed Compass Coffee. However, not the Shaw location but the Farragut Square Location. This is what I found!

Digital Archive 1:

Walking into Compass Coffee, here is the view looking to the left. The first thing I notice is the large window letting in natural light.  Many businesses, corporations,

 Friedrich von Schmidt, Vienna Rathaus. 1872-1883. Building. Harshil Shah. Vienna - Rathaus. 2009. Digital Image. Flickr. Yahoo! Inc. Web. 14 Sept. 2012

Fig. 1. The inside of Compass Coffee; large window with natural light, food and snacks in the fridge under the spotlight

and restaurants alike, use natural light because it has a very calming and peaceful effect on our moods and emotions. Adversly, lack of light can trigger depression. The brain chemical, serotonin, that promotes calmness declines on darker days causing negative moods. Daylight, does the opposite.

 

Digital Archive 2:

Fig. 2. Compass Coffe store view; merchandise placed near cash register and menu, only standing benches

This is also the view (straight ahead), when you walk in. This Compass Coffee location has no seating, only standing room. Even a table at perfect standing height. This location is meant more for the “grab-and-go” coffee run rather than the “lets sit and talk” kind. Similar to the first archive, Compass Coffee uses light to draw the customer in. In addition to the natural lighting they also have spotlights on the products next to the cash register. When you walk up to order your coffee, your gaze is directed to the merchandise in the spotlight. Since you are checking out, the hope is you will purchase merchandise as an impulse buy.

Digital Archive 3:

This picture was taken right next to the place where you pick up your cup of coffee. First, you see the mural of D.C. with their slogan, “Made in D.C.” written on it. Immediately the customer feels as though they are getting authentic D.C. coffee that is made right there. It is more of a personal relationship with the store, rather than going somewhere like Starbucks, where most people aren’t sure where the coffee is made. Second, the orange and blue compass on the wall right next to the D.C. mural.

Fig. 3. Wall murals; directly in front of the door and behind the coffee pick-up station

In past digital archives I have talked about the significants of the colors in the compass. Placing it on the wall (directly in front of the door) ensures that both these paintings are the first thing that customers see. Having the coffee pick-up station directly in front ensure that this is the last thing customers see. Now, both images are branded in the customers mind with the association of Compass Coffee.

Digital Archive 4:

Fig. 4. The Kitchen; many gallons of milk, free water for customers

Here, the customer is able to see directly into the kitchen. They clearly keep the kitchen spotless. The consumer unconsciously develops a level of respect for the company – just as they would develop a more conscious level of disrespect and repulsion for companies who kitchens are a disaster.  In addition, the customer is able to see that they aren’t scarce on materials (i.e., the large number of milk cartons).  There is nothing more frustrating than ordering a drink and the company not having enough milk or coffee to make your drink.

Digital Archive 5:

Fig. 5. Coffee grinds at milk station; the logo tells people that it is special to Compass. Since it comes from Compass the consumer also knows it was made locally.

My last digital archive is a picture of the table where you can add your own milk, sugar, honey, or whatever you desire in your coffee. However, it is impossible to customize your drink without looking at the large amount of coffee grounds made by compass on the shelves above. In case you happen not to look up or relatively straight ahead, there is a mini shelf with mini coffee grounds … also for sale. In a store surrounded by merchandise (especially something as imperative as coffee) it is almost impossible to not buy.

Scott, Erica. Compass Coffee Photographs, April 2017, Compass Coffee.

 

They even have a roastery!

Digital Archive 1:

As I am sure you have realized by now, Compass Coffee, is no average coffee shop. Approaching the shop, Compass has its’ name displayed in bright orange. Orange doesn’t only stimulate the appetite by encouraging feelings of hunger and contentment but is also found in citrus fruit and is associated with a healthy diet (and Vitamin C!). Other locations of Compass Coffee have their name displayed in a rich blue color. The blue, serves as a traditional yet non threatening color. In fact, many politicians wear blue ties to promote a sense of calmness and tranquility.

Fig. 1. Compass Coffee entrance; 2014

Digital Archive 2:

Once inside, there is a bar where you can watch the baristas make your coffee. There are tables for sitting or doing work. And, the most unique feature, the machines that brew the coffee are in the back! The customers are actually able to watch the coffee being made. This is more formally known as, The Roastery. I think this is rather unique to Compass, as most coffee shops do not have big machines out in the open to watch the process.

Fig. 2. The Roastery; 2014

Digital Archive 3:

Within the store have this color coated map painted on the walls showing the origins of the coffee. This allows the customer to see where their coffee was imported from. I think this is really cool because it shows the customer that their coffee is “special” and hard to get anywhere else. While other coffee shops may also import their beans from around the world, because Compass is takes pride in it, the customers become more aware.

Fig. 3. Colored Map

Digital Archive 4:

Behind the counter they also have the American Flag folded in a triangle. This is really very symbolic as well as patriotic. Now the coffee shop turns into more than just an average shop but also supporting your country. In fact, the meaning of folded flags is a lot more significant than one might think. The first fold is represented as a symbol of life. The second fold is a symbol of our belief in eternal life. And the third, is made in honor and remembrance of veterans who gave a portion of their lives for the defense of this country.

Fig. 4. Folded Flag

Digital Archive 5:

Fig. 5. Compass Coffee cup and logo

Finally, the logo. As I stated earlier, the orange color, being a mix of red and yellow, promotes happiness and enthusiasm. The blue on the sides of the Compass, serves as a calming and tranquil color. Having an actual compass as a logo is very interesting. The reading behind the compass is to show customers that Compass Coffee wants to help you “get your bearings and point you in the right direction” (Compass Coffee). I didn’t realize how much thought was put into making a logo, but it is very interesting to unpack.