Nutty Cloud, a coffee drink with cold milk topped with peanut butter and an espresso, was just one of Dorrell's signature drinks, but it drew crowds to the coffee chain, which first launched in Jeju in 2017 and now has several outlets on the island. Seoul. The brand's dedication to the craft of coffee is reflected in the raw, tactile and emotional spatial experiences it offers its customers.

Seoul-based creative team Studio Fragment created this latest brand in a Seoul shopping mall. Unlike a street cafe, where brands compete for shoppers' attention, the need to define a brand identity is not without its challenges. Observing the brand's vibrant and youthful culture, Donghan Seo, head of Fragment, infuses the interiors with inspiration from the skate park. Concrete is the key material and features solid walls, smooth floors and upward-curving seats reminiscent of outdoor furniture. The stone moat and the sculptural rough edges contrast sharply with the shiny mall interior.

Dorrell is in the middle of a large shopping mall where people's paths of action cross. That's why Studio Fragment laid out the coffee station like an island. They accept the flow of people around it, rather than trying to control or change it, and make the boundaries flexible so that shoppers' eyes naturally point to the store. The seats near the counter are more upright