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Design

NOC Empire Centre: The ‘Not Only Coffee’ Experience in the Making

7 DEC 2021

Pinning our new store at Empire Centre in Tsim Sha Tsui East, NOC is pushing the boundaries of the ultimate coffee experience. NOC is not only behind one of the most modern interiors, but the coffee is proving just as on-point, all presented in an immersive space made up of the signature NOC colours – pure white, cement grey, natural wood, and of course, lush greenery.

Designing the NOC Experience

For the design of each location, we work closely with Edwin Chow from ARKAUNIS Design Studio, who is extremely passionate and thoughtful in space design. NOC Empire Centre marks our fourth collaboration, where he furthers our vision of minimalism and innovation at this new location. If you observe more closely, the design of every NOC store echoes its locale. NOC Empire Centre is no exception. The ‘NOC Lounge’ is designed to fulfil our wanderlust in the pandemic. Before the pandemic, people could enjoy the time in airport lounges before flying, with a cup of coffee and some bites. So being in this area, customers could indulge in their travel memories, even if it’s just for a moment.

With this new store, we have pushed the boundaries by exploring new concepts, which include new structural shapes and materials. To us, it’s more than just a design, it’s about doing something that others haven’t done before. The layout of this store is unique; from the coffee bar to the ceiling, and even to the Moru glass panels at the storefront, they all are designed in an arced shape.

More Than Just Coffee

NOC is all about giving our customers a cohesive feeling. Rather than just serving coffee, we are curating an immersive coffee experience for our customers. NOC is many things, and that’s why we’re named ‘Not Only Coffee’. And for what NOC really is, it’s left to our customers to feel – and fill. To create the perfect environment for relaxation, our interior design sets the tone. In our cosy spaces, our customers can slow down and forget the urban stress for a while. But what’s most important are the strengths of NOC, which is divided into three pillars: our staff service, consistent product quality, and our relentless attention to detail.

The NOC Way

At NOC, we run the brand believing less is more. Over time, when all the bits and pieces combine together, it becomes a large dream in the making. For example, when our staff serves our customers coffee, they will introduce the drink and ask them to ‘enjoy!’ with a warm smile. It may be a simple gesture,but it matters so much when it comes to creating a welcoming atmosphere. And all these tiny details make up the cohesive experience. Aside from that, the space design is just a bonus, it’s only the first impression to our customers, but they won’t come back only for this reason.

About 2022 and Beyond

For 2022, we’ll continue to open additional stores at a thoughtful pace. And we are making a deeper correlation with art and sustainability – inspiring us to incorporate recycled materials into our upcoming location. What we are doing goes beyond our passion for coffee. We hope to contribute to our community and our environment. Our mission is to turn NOC into a platform of passion as well as inspiration. It is a place for enthusiasts to learn, share and practice. And once they’re ready, they’ll go chase their dreams.