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Viewing report
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Designing the Coffee Shop. Edition No. 1
VDM Publishing House, March 2009, Pages: 284
This study explored the physical and social
characteristics that encourage gathering behavior in
coffee shops. The study is primarily qualitative
using the techniques of visual documentation,
observation, behavioral mapping, interview, and
survey research. The findings are presented in four
categories including preferred physical attributes
of the coffee shops, characteristics of the people
who frequent the coffee shops, the activities that
took place there, and the feelings and attitudes of
the patrons. The most important physical
characteristics include cleanliness, appealing
aroma, adequate lighting, comfortable furniture, and
a view to the outside. Regarding the people and
their activities, feelings, and attitudes, findings
showed people valued the opportunity to linger,
interact with regular patrons and staff. Patrons
enjoyed the social environment of the coffee shop,
and the support that was afforded them by other
patrons and staff. The coffee shop became a
home away from home for many. Overall, a strong
sense of place attachment existed for those who
frequented the coffee shop.
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