An Oasis of
Realness

In the awakening of the Indonesian coffee industry, coffee shops became a crowded landscape to get into. Common Grounds, with almost a decade of experience in the industry, is even steadying its existence by opening its latest coffee shop in Ashta District8, a premium retail complex located in the Jakarta business district. We were challenged to re-envision the decade-old Common Grounds brand and formulate a different kind of premium coffee shop experience in Ashta District8 from its other spaces across Indonesia.

We employ wabi-sabi aesthetic to design the experience of Common Grounds: Ground Zero and use what the space lacks for our gain; The short ceiling is treated with drop ceiling and lighting. Turning the space into a dazzling yet intimate one with the overarching mono-color scheme.

To differentiate the experience from other coffee shops and also transfer the statement of their quality craft, Ground Zero is created with modern Indonesian flair that strips many decorative elements and focuses on the material experience of the space. We then concoct loose furniture from Indonesian brands, and built-ins, that were designed with understated looks, such as scratched concrete, nude color rattan, faux leather surface, and more. Avoiding the trend of gleaming brass and polished surface to create premium feelings, the space evokes a sense of honesty and realness. 

This also makes Common Grounds: Ground Zero become the place for people looking for an oasis filled with comfort and loose body language.