Coffee AvenueVisual Merchandising Arts Elective

3AD-4

Design Concept: “Mindscape”

-wooden theme

-mindscape = The landscape of thoughts, a reification of the

domain of imaginary entities, memories, feelings, ideas, fears or

any other object in the mind, seen together as making up

metaphoric features: forests, jungles, deserts, rivers, valleys,

cloudy mountains, etc.

-A representation of such a scene or area, as in a work of art.

- the careful trimming/shaping of ideas, memories, or other

mental objects

-coffee avenue= it can serve as a place where people go to

unwind, to relax and to mindscape.

-it can serve as a place for people to study and gain

knowledge/wisdom, to generate ideas and to use their

imagination.

-coffee = keeps you awake, alert, relaxed

-symbol of comfort, hanging out with friends

-owl = symbol of wisdom, knowledge, intelligence,

wealth

-keen observation, teaches discretion when sharing,

share only when it is for the highest good of all.

-practice diligent discernment at all circumstances

-symbolizes the need of quiet observation of all that is

around you, all that your desires encompass.

-meditate in the stillness of the night

Store Narrative: Coffee Avenue

Designing a store to fit its’ brand image is quite a

handful task that needs research, planning, and time. For 3AD-

4’s Visual Merchandising Arts final, their design and time

management skills were put to test with redesigning Coffee

Avenue, a coffee shop located in UST Carpark. The store

makeover was headed by three divisions namely the Project

Managing team, Production team, and the Design team, which

were headed by Gabriel Bernal, Nicole Almero, and Ezra See.

The design challenge for the store was to give it better lighting,

menu placement, and a story. This was answered by the design

team through the theme “mindscape”.

The design was materialized through the canvassing of

materials and scouting for carpenters by the production and

project managing team before the first week of production

(November 29). However production was ceased on the said

week due to the bar exams held inside the university causing a

delay in construction. The following week (December 6)

brought a greater amount of work to catch up with the lost time.

Carpenters and people from the various teams came in to help

start the project. The graphic wall with the owl logo was

removed, and repainted with gray along with the other walls, a

color that is reminiscent of a cement finish. The shelves were

being made during this time in a separate area along with the

bar tables. The graphics for the store which included decals,

shelf materials, owl painting, menu and merchandise were also

made during the week.

The third week (December 13) was full of installations

and finishing touches. The lights, shelves, bar tables, owl

painting, were installed. The decals were attached to the

windows and doors. The background of the signage was also

repainted in a darker color to match the existing colors in the

store. The new menu and side menu were hanged, and the

round logo and the wooden owl logo were mounted.

The store makeover will have a ribbon-cutting

ceremony on December 15th followed by an evaluation

document presentation by the 3AD-4 VMA class.

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