When I was a student, in one of my classes the professor told us a significant quote of an architect Ludwig Mies van der Rohe: “God is in the details” and it seems that at the coffee shop Tozd they know what he was talking about. Secondhand chairs created by famous Slovene industrial designer Niko Kralj, sugar packets of unusual shape, fresh flowers on tables, green military cases from ex Yugoslavia that are now used as tables, black & white pictures from Slovene photographers, small library where you can take books and replace them with the ones you do not need anymore, old style menu, vintage light green scales, crazy water pots that look like they were taken from a chemical laboratory, special orange saucers and pots made by Inker, a brick wall where bicycles are attached and if you like them you can have one as they are for sale (photographs and light bulbs are also for sale) … To name just a few of the details that you can find at Tozd.Sometimes a place can simply look over-designed as a consequence of various objects used inappropriately, however they have managed to create a place with a thoughtful mix of used/recycled objects, where some of them were sourced from the local flea market, combined with the new ones, creating a cosy and relaxing atmosphere. Serving tasty coffee does not seem to be good enough to succeed anymore, and being different in the competitive market nowadays is essential. The focus is on creating a pleasing customer experience and exceeding their expectations. According to Tim Brown (2008) from Ideo: “As more of our basic needs are met, we increasingly expect sophisticated experiences that are emotionally satisfying and meaningful. These experiences will not be in simple products. They will be complex combinations of products, services, spaces and information. They will be the ways we get educated, the ways we are entertained, the ways we sat healthy, the ways we share and communicate. Design thinking is a tool for imagining these experiences as well as giving them a desirable form.”Furthermore, if there is a story behind, it represents a big advantage from a branding perspective. So, what is their story? A couple of friends, an architect, a photographer and a caterer, had a simple idea to create a place that felt like a cosy living room, inspired by the 70 ′s, 80′s, where they would gather with their friends, families and others similarly minded in order to build a sense of community. So far it looks they have thrived at their goal and have created a place with a soul and charisma where people feel comfortable while working, chatting or simply enjoying a cup of fair trade coffee. Yes, a fair trade philosophy is a concept they have incorporated into its experience, since coffee you are served comes from small, micro farms with as few agents as possible in their supply chain. It is important to note that coffee is roasted in a town close to Ljubljana. Besides fair trade coffee, their food served is made at a place called “Gostilna dela” (the working restaurant) – which works on the principles of social enterprise.Next time you will be sitting in a coffee shop pay attention to an experience they want to create, the way they treat you, what kind of emotions they are trying to evoke. Is it an experience you would like to repeat? Remember, thoughtful and usually simple details (either tangible or intangible) are what count at the end and consequently make your experience memorable. Even though Google’s service is totally different than the one just being discussed, one of their main principle is transferable and can be used as a conclusion: “Focus on the user/customer and all else will follow”.
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