The Aroma coffee shop chain is trialing new interiors, following its acquisition by McDonald’s last year. Design is by PMP.
Forty Aroma outlets are scheduled to open this year, retaining the original visual identity. The new interiors will introduce “soft seating” areas with leather sofas, cube stools and tub chairs, and red oak flooring.
“The cafÃ© marketplace has never been more competitive. It is imperative that we differentiate our brand from our competitors. The atmosphere of our new cafÃ©s is as instrumental to achieving the goal as the food and drink offering itself,” says Aroma managing director David Gerrard.
Interior design and architecture group PMP, which is project managing key parts of the expansion programme, will introduce large flower-shaped graphics and a bright colour palette of yellow, orange and terracotta.
PMP design director Graeme Lusted says: “The challenge is for us to develop the look of a brand which already has a strong and established visual identity. Our new look keeps the enormous qualities of the original designs, but develops them to position Aroma at the forefront of the cafÃ© market and firmly on the high street of today.”