ZEE5 LOFT Cafe Design

By FITCH, Mumbai, India

For Zee Entertainment Enterprises Limited Brand ZEE5 LOFT

Highly Commended in category Design & Branding

In subcategory Hospitality / Leisure

WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
Project Description
ZEE5 is a digital entertainment destination by Zee Entertainment Enterprises Limited, a global Media and Entertainment conglomerate.
Looking to expand their audience base, ZEE5 approached FITCH to create a new experience to attract the Millennial demographic.
Instead of waiting for audiences to find them, FITCH conceptualized and designed a café to help Zee 5 proactively reach out directly to its millennial audience instead. The decision to connect via cafés is due to their popularity with the target group. Bengaluru, with its booming youth population, was selected as the ideal place to launch the brand.
Agency Solution
In a heavily saturated, homogenous market like cafes, FITCH has created a clutter-breaking, community space.
The ZEE5 LOFT Experience Centre is a ‘living portal to the digital eco-system’ of the new platform, where it plays a dual role of providing multi-sensory localised entertainment and food with theatre, while also creating live content by hosting talent auditions and events.
Built on the premise that this is ‘Your Space’, customers are encouraged to customize their own experience through both the physical and digital.
The space is divided into two zones - a “LIT” section in the front where all the action is and a “CHILL” zone at the back where customers can relax and spend time engaging with various forms of entertainment.
In the LIT zone, we’ve introduced elements like a double height chalkboard wall for people to leave their mark, a DIY bicycle blender for them to create their own shakes and smoothies, a library with entertainment options ranging from books to board games to VR headsets and digital games and knick-knacks that can be purchased and much more. The food offering is brought to life in the self-serve open kitchen with DIY sandwich stations and beverage counters and pizza ovens where you can see the theatre of your food being made.
The CHILL zone has PlayStations where people can game or lounge at the amphitheatre seating, working through the day or curling up with a book or playing board games with friends. This zone also has a performance space where live events can be held. The service in this section is changed to a more traditional
sit-down service.
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