DI: What is the main principle, idea and inspiration behind your design?
JW : I start every project by studying its context—brand, location, and era—to create a design that feels truly at home. Each background is unique, and that naturally leads to originality.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
JW : The goal was to turn the vast space and oversized custom roaster into a place for a memorable experience. Saudi regulations required separate order counters for men and women, inspiring a layout that lets guests enjoy the roaster and baristas from multiple viewpoints.
DI: What are your future plans for this award winning design?
JW : No.10 will continue designing %Arabica stores worldwide, each tailored to its location. Including ongoing projects, we have created about one-third of the brand’s stores globally.
DI: How long did it take you to design this particular concept?
JW : Over two months, I explored multiple concepts with the brand owner, from a store floating on water to one resembling a mosque courtyard, always aiming for a space with a special sense of experience.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JW : Through discussions, we defined the core idea: a place to enjoy the process of coffee-making. This vision shaped the plan, along with operational needs and local culture. I coined “Theater-Style” as the concept to capture this essence.
DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
JW : This is an original design for an existing store, with no plans to lease or sell the rights.
DI: What made you design this particular type of work?
JW : As %Arabica’s largest store, it needed to offer something different. The brand always adapts its stores to local character, and here we aimed for a café with unique value that exists nowhere else.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
JW : Achille Castiglioni, Isamu Noguchi, and Kenya Hara have deeply influenced my design process through their works and writings.
DI: Who is the target customer for his design?
JW : While popular across all ages, %Arabica especially attracts those in their teens to thirties. In Saudi Arabia, where coffee often replaces alcohol, I hope guests of all ages enjoy it with all five senses.
DI: What sets this design apart from other similar or resembling concepts?
JW : Other large roastery cafés exist, but few focus so strongly on the sensory experience—watching beans roast, hearing the grinder, smelling the aromas, and enjoying the baristas’ craft.
DI: How did you come up with the name for this design? What does it mean?
JW : The store name came from the brand owner. I created the term “Theater-Style Café” to express a multi-sensory journey from bean to cup.
DI: Which design tools did you use when you were working on this project?
JW : I worked with a laptop, iPad, pen and paper, using Vectorworks, Illustrator, and Photoshop.
DI: What is the most unique aspect of your design?
JW : The experience changes with each seat—face-to-face with the roaster, at eye level, close to the kitchen, or overlooking from above—thanks to the central atrium and three elevation levels.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JW : Lighting design was by Hiroshi Enami of L.GROW. In an all-white space, light balance is crucial, so we centered it on the roaster and kitchen counter.
DI: What is the role of technology in this particular design?
JW : I used 3D renderings to refine sightlines from every seat.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JW : Advice from the franchise owner on Saudi lifestyle shaped choices like furniture size, curtain transparency, and mirror placement.
DI: What are some of the challenges you faced during the design/realization of your concept?
JW : Designing seating to suit local customs took time. I used sheer curtains for privacy, adjusted furniture for traditional attire, and added mirrors for comfort.
DI: How did you decide to submit your design to an international design competition?
JW : High praise for the café led the company to recommend entering the competition. I had long wanted to apply to the A’ Design Award.
DI: What did you learn or how did you improve yourself during the designing of this work?
JW : This project took time and collaboration, reinforcing for me the value of working closely with others.
DI: Any other things you would like to cover that have not been covered in these questions?
JW : We enhanced the experience with many touches—showing the roaster from outside to spark curiosity, opening the view from low ceilings to an atrium, and using height and layout to create a layered sense of space.