# Library-Resembling Cafes The Starbucks Espresso Journey by Nendo is a Pop-Up Marvel By Alexandra Serrano | Published 2012-10-10 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/starbucks-espresso-journey-by-nendo References: [dezeen](http://www.dezeen.com/2012/10/10/starbucks-espresso-journey-by-nendo/) & [nendo.jp](http://www.nendo.jp/) The [Starbucks](https://www.trendhunter.com/trends/starbucks-coffee-house) Espresso Journey by Nendo is [conceptual pop-up shop](https://www.trendhunter.com/trends/kitchenaid-caffeine-confessions) in Tokyo that resembles a library. Designed by Japanese studio Nendo, the shop works in the same way as a reference center in that you must pick up a book and take it to the checkout counter to order a drink. This one-of-a-kind space boasts [floor to ceiling shelving](https://www.trendhunter.com/trends/book-bar-toronto) on the curvaceous interior. The shelves are filled with books with color-coded covers that each represent a delicious caffeinated beverage to be served. These books are mostly blank, but the cover displays descriptions about each desired drink that is to be exchanged for a book at the checkout counter. Once a coffee is obtained, a customized sleeve is provided by the barista to complete this conceptual cafe experience. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 81% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Conceptual Retail Spaces:** Creating retail spaces that go beyond traditional layouts and engage customers in new and unique ways. - **Interactive Customer Experiences:** Developing interactive experiences that encourage active participation and immerse customers in the brand. - **Personalized Service:** Offering customized experiences and products tailored to individual preferences and needs. ### Where This Applies - **Hospitality:** Incorporating innovative designs and experiences into cafes, restaurants, and hotels to attract and engage customers in new ways. - **Retail:** Exploring unconventional retail spaces that create memorable customer experiences, like library-resembling cafes, to differentiate from competitors. - **Food and Beverage:** Integrating unique concepts and personalized service into the food and beverage industry to enhance customer satisfaction and loyalty. ## Related on Trend Hunter - [Restored Cafe Culture Retailers](https://www.trendhunter.com/trends/starbucks-coffee-house.md) - [Spaciously Modern City Cafes](https://www.trendhunter.com/trends/brandor-coffee.md) - [Nature-Inspired Coffee Boutiques](https://www.trendhunter.com/trends/coffee-boutique.md) - [Micro Train Platform Cafes](https://www.trendhunter.com/trends/starbucks-japan-shinkansen-platform.md) - [Interaction-Based Japanese Cafe Designs](https://www.trendhunter.com/trends/blue-bottle-coffee-3.md) - [Wooden Pillar Japanese Cafes](https://www.trendhunter.com/trends/blue-bottle-coffee-cafe.md) - [Pared-Back Coffee Interiors](https://www.trendhunter.com/trends/blue-bottle-coffee-shop1.md) - [Modern Coffee Culture Boutiques](https://www.trendhunter.com/trends/nespresso-new-york-city-flagship.md) - [Coffee-Centric Contemporary Studios](https://www.trendhunter.com/trends/blue-bottle-studio.md)