Paramount Coffee Project brought a welcoming presence to The ROW in Downtown LA, marking the acclaimed Sydney-based coffee collective's first US expansion. We designed the space as a study in light and airflow—creating an inviting environment where community naturally gathers around exceptional coffee and artisanal food. Our approach celebrated the raw beauty of the historic structure, using its exposed concrete surfaces as a canvas for carefully curated interventions. The interplay between industrial authenticity and refined additions—warm terrazzo surfaces, rich wood elements, and thoughtfully selected furnishings in sophisticated tones—achieves an effortless elegance that feels both grounded and elevated. The result is a space where minimalist restraint enhances rather than competes with the building's inherent character.

Design Concept, Placemaking, Brand Experience, Strategy