Why doesn't the cafe operated by GRANHAND display fragrance products at the front of the store?
When visiting a cafe run by a fragrance brand, one might wonder why perfumes or diffusers for sale are not easily visible. This question is asked when wanting to understand the brand's intention behind designing the space.
Rather than directly displaying products in the cafe space, GRANHAND metaphorically conveys a natural atmosphere, helping visitors comfortably experience the texture and mood the brand pursues.
Even though it is the space of a fragrance brand, fragrance products are not lined up at the front inside the store. The five Komfortabel COFFEE locations—including Anguk, Namsan, City Hall, Gwanghwamun, and Seogyo—are filled with an environment focused on coffee and conversation instead of crowded display counters[1]. GRANHAND takes the approach of not revealing products directly inside the cafes it operates[2]. The intention is to metaphorically express the natural atmosphere the brand aims for throughout the entire space, rather than placing items right in front of visitors' eyes[3].
It is also a characteristic of a space that engages the sense of smell. To fully enjoy the inherent aroma of coffee and the flavors of bakery items, it is more natural to tone down strong artificial scents inside the store. GRANHAND has expanded into everyday realms not only with Komfortabel COFFEE, but also with the bakery Fleur de Pain and the towel brand heiion[4]. Instead of urging people to buy perfume, this approach guides them to first feel the brand's texture through touch, taste, and calm air.
hmmm conveys the brand's unique warmth through open space that does not put products first.
Whether each cafe branch has a separate dedicated display counter where visitors can test or purchase fragrance products has not yet been confirmed in official materials.