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DOE doesn’t prepare tables and seats suitable
for “sitting straight”. Instead, the stadium-like rest
zones invites customers to sit on the ground. “Such
a design is more likely to trigger stress-free chat,
delivering the unfettered youth posture to each oth-
er and the outside.” Today, many new cafes borrow
the idea of dining zones, but most of them still lack
DOE’s style. The background music selected to fit
the scenario, out-of-print vinyl records, magazines
from different countries collected by the team and
the founders, and street fashion articles and albums
offering important values... “These are the essential
components of DOE, explaining why this unique re-
ality atmosphere is difficult to replicate,” said Terry
and Himm. That’s why customers can release them-
selves in DOE over coffee and music, and get to know
the latest street fashion in a hot urban atmosphere.
The store in Shenye UpperHills even uses “raw”
materials en masse. Decorated with bricks and plants,
the store presents a visual effect of “a small space
embedded between two hills”, linking the park-ish
space to the urban ecosystem. Open the door, you
can see the varied sneakers placed on a rotary col-
umn, and square boxes stay in other corners. The
model artistic installation is resembling a Lego-like
pixel style, dividing personal zones for customers
wandering inside the space.

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