written by:
February 21, 2014
Bay Area coffee company Peet’s recently unveiled a new design for its San Francisco, California, flagship store. Located in an 80-year-old art deco building, the cafe is kitted out materials, furniture, and artwork that speak more closely to the brand’s identity than the previous aesthetics and layout did. The storefront at 2080 Chestnut Street in the city’s Marina district is the first in a gradual redesign of the company’s retail establishments, which will slowly roll out in the San Francisco and Washington D.C. areas starting this year.
peet's coffee flagship san francsico

“On April 1, 2014, Peet’s will be 48 years old,” says Michael Williams, Vice President of Store Development. “Retail is an evolution and this is a new chapter in our story. Quality, craft, and passion are our core tenets and we wanted to insert that into the store environment.”

Debbie Kristofferson, Vice President of Brand and Creative Strategy for Peets, says customer feedback about the previous retail experience wasn’t on par with how they felt about the coffee. “We wanted to tell the brand’s story in a way that will be meaningful, interesting, and will connect with people,” she says.

1 / 6
carrara marble countertop in peet's flagship location

Williams and his team developed a material palette for the new design that they could easily deploy on a national scale: oak, steel, brick, concrete, and Carrara marble. He describes the flagship’s renovation as a type of urban archaeology. “Every building has its own special attributes and we try to discover that,” Williams says. “This one had 80 years of previous tenants and their ideas and we stripped it back. This was the most honest way to express the structure.” Since Peet’s doesn’t own any of its buildings, flexibility was key and finding a mix of materials that would work in nearly any renovation but still look unified as a whole was a challenge.

2 / 6
aluminum navy chairs by emeco and living wall in peet's san francisco flagship

A living wall designed in collaboration with David Brenner of Habitat Horticulture introduces greenery into the cafe. "It makes you feel like you're in a courtyard," Williams says. "It helps with acoustics and plays with something soft that's not with the rest of the kit of parts." Emeco's iconic Navy chairs punctuate the interior. "We tried to select objects that are beautiful and functional," Williams says. His team looked at we looked at hundreds of chairs and were searching for a design that would work well with the overall look of the cafe but also stand out. The floor is reclaimed oak.

3 / 6
black leather mission-style chairs in peet's coffee san francisco

“We wanted people feel welcome, not on the clock,” Williams says. “The design needs to be open and accessible to everyone.” Coffee shops have been social gathering places for centuries and Peet’s recognized the changing ways that people use them. To accommodate the growing ranks of people who work remotely, the company eliminated time restrictions on WiFi and ensured that there were ample outlets for electronics. Comfortable Mission-style lounge chairs encourage patrons to linger.

4 / 6
dave marcoulier artwork in peet's san francisco

A CNC-milled map of San Francisco by artist Dave Marcoulier hangs behind a communal table. The red star denotes the cafe's location. As a local company, Peet's sought to reflect the neighborhood and orient the design to its surroundings.

5 / 6

The new design also helps baristas work more skillfully behind the counter. In addition to the newly designed space, Peet's is also offering fresh food for the first time. Local chef Arnold Eric Wong developed the menu.

6 / 6
peet's coffee flagship san francsico

“On April 1, 2014, Peet’s will be 48 years old,” says Michael Williams, Vice President of Store Development. “Retail is an evolution and this is a new chapter in our story. Quality, craft, and passion are our core tenets and we wanted to insert that into the store environment.”

Debbie Kristofferson, Vice President of Brand and Creative Strategy for Peets, says customer feedback about the previous retail experience wasn’t on par with how they felt about the coffee. “We wanted to tell the brand’s story in a way that will be meaningful, interesting, and will connect with people,” she says.

Join the Discussion

Loading comments...

Latest Articles

With our annual issue devoted to the outdoors on newsstands, we did a lap of Instagram for some extra inspiration.
May 23, 2016
forest for the trees english prefab mobile home facade chesnut cladding
On the edge of a historic park in an English shire, a prefabricated home sets a new design standard.
May 23, 2016
tread lightly australia
A family home on Australia’s Mornington Peninsula is built to blend in with its lakeside setting.
May 23, 2016
jardins party dining room hay chairs local wood floor
A pair of architects help a client carve out an oasis of calm amid São Paulo’s bustle.
May 23, 2016
hwm6zf 1
No matter where you're located or what time of the year it is, having a fireplace in your home is a treasure that’s continuously sought after. Besides the obvious benefits of keeping a fire going through the cold winter months, it can also be a cherished asset that provides an extra level of year-round comfort—not to mention how it can help define the layout of a space by acting as a sculptural element.
May 23, 2016
An office Crosby Studios designed for NGRS in Moscow
Crosby Studios just cares about the essentials.
May 22, 2016
cold sweat seattle floating sauna gocstudio
A cadre of designers let off steam after hours by building and sailing a seaworthy sauna.
May 22, 2016
in the swim off the grid campsite healdsburg california swimming pool solar heat lap pool ipe deck loll designs lounge chairs
An off-the-grid house that is little more than a decked campsite—albeit with a roof—includes a swimming pool for a family that loves to enjoy the elements.
May 21, 2016
A print by Kristina Krogh
From flat to physical, Kristina Krogh masters every dimension.
May 21, 2016
scifi
Every week, we highlight one amazing Dwell home that went viral on Pinterest. Follow Dwell's Pinterest account for more daily design inspiration.
May 21, 2016
beverly hills living room piano view
Architect Noah Walker, principal of Los Angeles–based studio Walker Workshop, shares completed and work-in-progress residential designs on his Instagram page (@noah_walker). Take a peek at some of the striking modern houses here, and tour the Venice House on the Dwell Home Tours on June 26.
May 20, 2016
ripple effect san fancisco small space yard outdoor monica viarengo pebble mosiac artificial turf slide
A San Francisco landscape designer finds a small-space solution that’s anything but narrow-minded.
May 20, 2016
Oslo living room with light wood floors and wood slab table
A pair of designers in Oslo, armed with tricks for introducing color and daylight, remake their compact late-19th-century apartment.
May 20, 2016
family affair backyard addition portrait
In coastal Massachusetts, a resourceful couple and their equally enterprising children use reclaimed materials to create a versatile 168-square-foot backyard building.
May 20, 2016
speed machine australian beachside prefab archiblox facade colorbond ultra steel cladding queensland blue gum wood
With little time to waste, an Australian firm erects an efficient prefab overlooking the ocean.
May 20, 2016
Christian Benimana at Design Indaba
When he was younger, there wasn't a single architecture school in his country. Now, as part of MASS Design Group, Christian Benimana shares how architecture can heal and inspire Africa.
May 19, 2016
01 1
This Italian villa is serenity incarnate.
May 19, 2016
michael cobb interior
Alternative materials help a house in California’s wine country tread lightly on the land.
May 18, 2016
13266797 1799532953608317 1984666518 n 1
Each week, we tap into Dwell's Instagram community to bring you the most captivating design and architecture shots of the week.
May 18, 2016
Industrial kitchen built on a budget.
In Austin, Texas, architect Sean Guess forges an inventive industrial kitchen for a cost-conscious couple.
May 18, 2016
great danes dining area
In an up-and-coming area of Copenhagen, a pair of designers and their twin girls inhabit a converted loft, filling it with serious design savvy and a hefty dose of creativity.
May 18, 2016
25687 preview low 1633 2 25687 sc v2com
An 1885 house in Montreal dips a little into its backyard for spare space.
May 17, 2016
modern ecoconscious pavilion walkway roof
A couple’s retirement home on a nature preserve in Carmel, California, emerges as a series of eco-conscious pavilions that rest lightly on the land.
May 17, 2016
Formafantasma's designs for Alcantara's Touching Tales
In a 17-century palazzo, two young design studios explore a very modern material.
May 17, 2016
25104 preview low 567 9 25104 sc v2com
An extended clan, separated by business, gathers for holidays at a forested getaway near Sutton, Quebec.
May 16, 2016
it takes a village exterior
A family matriarch enlisted an architect, an interior designer, a builder, and a landscape architect to help realize her vision for a diminutive, low-key lakeside getaway.
May 16, 2016
starry night light installation
A celestial light installation illuminates the garage door of a recently renovated Toronto house.
May 16, 2016
kiwis big adventure facade
Three designers jump-start their practice with an affordably built abode in New Zealand.
May 16, 2016
Once a horse stable, this Chicago house first got a superficial makeover from Oprah (we wonder whether Stedman likes modern) before architect Jeanne Gang of Studio Gang was called in for a more substantial renovation and a dazzlingly porous brick screen.
We catch up with the creative couple living in Studio Gang's Brick Weave House.
May 16, 2016
young guns 2016 emerging talent sabine marcelis rotterdam netherlands clee wei swee dawnlights sabinemarcelis boijmans leeweiswee16
The sleek lighting designs of Sabine Marcelis are capturing the attention of fashion houses and architecture firms alike.
May 15, 2016