Platinum Interior Space and Exhibition Design · 2020
Perception Cafe
- A' Design Award 2020 Platinum Winner in Interior Space and Exhibition Design
- Awarded April 15, 2020
- CLIENT: Perception
- Estimated Number of Design Views: 1,116,322
- Verification code 9A312E3ECA · Verify this award
About Perception Cafe
This small warm wooden feel cafe located on the corner of crossroad within a quiet neighborhood. The centralized open-preparation zone makes a clean and extensive experience of barista's performance to visitors everywhere that bar seat or table seat in a cafe. The ceiling object called "Shading tree" starts from the backside of the preparation zone, and it covers the customer zone to makes the entire atmosphere of this cafe. It gives an unusual spatial effect to visitors and also become a medium for people who want to be lost in thought with flavorous coffee.
Feelament's Perception Cafe stands as a remarkable achievement in contemporary hospitality design, demonstrating the fertile intersection of computational design methodologies with traditional woodworking craft to create an immersive spatial experience that transforms the act of ordering coffee into an encounter with sculptural architecture. The installation's commanding presence derives from its innovative deployment of parametric design principles, wherein hundreds of individually shaped laminated plywood elements aggregate into flowing formations that evoke natural phenomena—the striated patterns of wind-carved sandstone, the rhythmic undulations of ocean waves, or the layered geological formations revealed through erosion over millennia. This engagement with biomimetic form-making places the work within a distinguished lineage of organic architecture extending from the pioneering investigations of Antoni Gaudí through the contemporary digital explorations of practices such as Zaha Hadid Architects and Snøhetta, yet achieves its effects through an intimate material sensibility that privileges warmth, tactility, and human scale over monumental gesture. The technical accomplishment evidenced in the ceiling installation rewards sustained attention—each slat appears to have been individually shaped through CNC fabrication processes, then carefully assembled to maintain precise parallel spacing that creates subtle moiré optical effects as visitors move through the space, transforming static material into dynamic perceptual experience. The chromatic strategy demonstrates sophisticated restraint, allowing the natural variation within the wood species—ranging from pale cream through golden amber to deeper caramel tones—to provide visual richness without introducing competing color narratives, while the neutral palette of the service elements below ensures the ceiling remains the undisputed protagonist. The spatial composition establishes productive tension between the organic dynamism overhead and the rational rectilinear geometry of the functional zones, creating a dialogue between nature and culture, between digital design and handcraft traditions, that invites contemplation of how contemporary design practice might reconcile technological innovation with material authenticity. Viewers may find themselves drawn to consider how the experience of inhabiting such a space affects the rituals of daily life, transforming mundane commercial transactions into moments of aesthetic encounter.
Press Kit
- Unique Properties
- This small warm wooden feel cafe located on the corner of crossroad within a quiet neighborhood. The centralized open-preparation zone gives a clean and extensive experience of barista's performance to customer everywhere that bar seat or table seat in a cafe. The most attractive ceiling object called "Shading tree" starts from the backside of the preparation zone, and it covers the customer zone to makes the entire atmosphere of this cafe. It gives an unusual spatial effect to people and also become a medium for people who want to be lost in thought with flavorous coffee.
- Dimensions & Packaging
- Area: 53.3 square meters
Dimension: 9100mm x 6550mm - Tags
- Cafe, Parametric design, Computational design, Coffee brand, Wood, Seoul
- Production Technology
- Among the elements of interior design, this ceiling object has prepared by digital fabrication technology. The initial digital volume was manipulated and evaluated in a virtual space to get higher acoustic performance. Then the quantity of material and construction method had determined. We also have calculated the optimized load point to mount over half-ton of plywood on the ceiling.
- Design Challenge
- Even if the evaluated digital volume of the ceiling gives more dynamic and functional form, we needed to manipulate some areas to get clearance height. And we have developed custom ceiling joints and details from the computational analysis that shows this ceiling object feels safe and light.
- Project Duration
- The project started in December 2018 and finished in April 2019 in Seoul, South Korea.
- Operation Flow
- The client just wanted a cozy and comfort place to neighbors who visit, but we start to develop a concept that can show spatial advantages to both barista and customers. Because we believe the spatial atmosphere comes from not only the physical things but also the human. Then we suggested a centralized preparation zone with a medium that can make focus on the barista and give comforts to customers. Then I gave the question to the client. "Have you imagine that speaker or creatures under the big shading tree?"
- Research
- After the decision to make a "Shading tree" as a medium of norms to create and convert people's experiences in the cafe, we focused on the language of construction. Digital fabrication and parametric design often give a futuristic, unfriendly feeling. But we needed to make sure that technology means not a futuristic design. In other words, when it converts materials to the immaterial thing, we could get a more warm and friendly mood from cutting-edge construction technology.
- Inspiration
- As a branding and interior designer of this retail project, the brand name of the cafe "Perception" gave strict inspiration to us. People usually feel something through their past experiences, which means very personal and private. Have you thought about that other people think or feel just the same as you had? We believed that this question is valuable to deal with this project. Then we started to touch the norms of feeling at the cafe.
- Image Credits
- Image #1-5: ⓒFeelament, Perception, 2020.
- Patents
- Copyrights belong to Feelament LLC., 2019.
Trademark 2019 Perception Coffee.
Colors of Perception Cafe
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Computational Architecture and Interior Design
We transform spaces through parametric design and digital fabrication, creating environments that merge cutting-edge technology with human sensibility. Our multidisciplinary team operates across Seoul, Jeju, Tokyo, LA, and Singapore, bringing fresh exploratory approaches to each project.
G0E23 ShopGrand Interview about Perception Cafe
The 'Shading tree' installation was a strategic design response to the physical constraints of the site, which had a ceiling height of less than 2.5 meters—lower than the average commercial space. Our primary rule was to prevent the space from feeling cramped or oppressive. Through a data-driven process, we utilized undulating wooden slats to create a sense of visual depth and upward movement, effectively tricking the eye into perceiving a more expansive volume. Emotionally, this organic fluidity provides an elegant sanctuary of tranquility that stands in stark contrast to the rigid, fast-paced urban grid outside. While the foundation is rooted in complex computational logic, the result is a purely sensorial experience, transforming the cafe into a place where the atmosphere feels as natural and light as resting under the canopy of a great tree.
The inspiration for the centralized open-preparation zone lies in our desire to celebrate the 'theatricality of craftsmanship.' While the dramatic ceiling installation initially captures a visitor's attention upon entry, their focus gradually shifts toward the human element at the heart of the space: the barista. We designed this layout so that the 'barista's aura' radiates throughout the entire cafe, ensuring that even those seated at the peripheral tables—not just those at the bar—feel a profound connection to the craft. As customers settle into their seats after ordering, they often find themselves mesmerized by the barista’s meticulous movements; every precise gesture becomes a performance of dedication. This transparency dismantles the traditional barrier between creator and consumer, turning the sensory experience of coffee preparation into a shared ritual that can be perceived and appreciated from every corner of the room.
In my dual role as an educator and a practitioner, I always emphasize to my students that cutting-edge technology is merely a form of 'information.' The true essence of design lies in how an architect perceives, interprets, and ultimately masters that information to craft their own unique aesthetic language. I am guided by the profound words of Frank Lloyd Wright: 'The Machine is the architect’s tool – whether he likes it or not. Unless he masters it, the Machine has mastered him.' > Although more than a century has passed since Wright shared this insight, his warning remains strikingly relevant in 2026. Despite the leap from industrial machines to advanced digital algorithms, the core challenge remains the same: the architect must remain the master of the tool. At FLMT, we refused to let technology dictate the design. Instead, we mastered these digital tools to translate complex information through our own lens, navigating site-specific constraints to create a space that feels authentically human. Our philosophy is that technology should be the invisible scaffolding supporting a warm, sensory experience—ensuring that the 'machine' serves the human spirit, turning cold data into a poetic invitation for the local community.
The design of the 'Shading Tree' ceiling was a computational solution to a critical acoustic challenge. With an open kitchen and expansive glass surfaces, the site was prone to high reverberation. To address this, we focused on the principle of 'Acoustic Slat Absorption.' We divided the space into three zones centered around the barista's workspace and conducted simulations to determine the optimal depth of the plywood slats. Our strategy was to create a 'Sound Trapping' geometry; by adjusting the narrow and deep gaps between the slats, we allowed sound waves to enter the structure, where they would undergo multiple reflections and dissipate their energy. This effectively shortened the 'sound journey' and reduced the Reverberation Time. The simulation results, which optimized these acoustic voids, naturally converged into organic, wave-like patterns. We embraced this as our aesthetic language, ensuring the final form was a literal manifestation of acoustic comfort. In this project, 'form follows sound,' resulting in a space where the visual drama is balanced by a quiet, serene auditory environment.
The brand name 'Perception' is deeply rooted in the architectural philosophy of Peter Zumthor, specifically his inquiry in Atmospheres: 'What moved me?' We wanted the space to be more than a visual object; it was a deliberate effort to translate the client's vision of emotional resonance into a physical reality. The varying volumes of the 'Shading Tree' ceiling act as a vessel for this inquiry. As visitors move through the space, their perception is not static but a shifting dialogue with the environment. Depending on the time of day and their chosen vantage point, they might be moved by the heavy, warm mass of the wood or the ethereal play of light and shadow filtering through the slats. By rejecting a singular perspective, we created an 'atmospheric' space where the 'Perception' of the architecture is inextricably linked to the visitor's own emotional state. We designed it so that the final answer to 'What moved me?' remains unique to every individual who steps inside.
To support over 500kg of plywood within a constrained ceiling height of less than 2.5 meters, we faced a critical architectural dilemma. Traditional secondary support systems, such as bulky hangers or horizontal beams, were entirely counterproductive; they would have lowered the ceiling further, exacerbating the spatial confinement without offering any real structural benefit in such a tight vertical clearance. Instead, we engineered a sophisticated Wooden Truss system reinterpreted through digital fabrication. Each of the hundreds of plywood slats was CNC-machined with a high-precision interlocking slot-and-tab mechanism, allowing the individual components to function as a cohesive, self-supporting lattice. Through rigorous computational structural analysis, we identified the specific critical points where the load was most concentrated and implemented targeted reinforcement in those areas. By strategically reinforcing these stress points while distributing the remaining weight across the entire ceiling plane, we eliminated the need for any additional, space-consuming supports. This allowed us to achieve a remarkable 'visual lightness'—ensuring that the 'Shading Tree' serves as its own structure while preserving every millimeter of available height.
Most cafe designs adhere to an 'unwritten law' of rigid zoning—fixed areas for solo laptops or specific group sizes—which often dictates how people must behave within the space. At Perception, we challenged this norm by implementing a strategy of 'Perimeter Fixation versus Internal Fluidity.' We fixed only the edges with long, built-in benches that follow the windows and walls, while leaving the central floor flexible with movable furniture. This layout directs the visitor's gaze toward the barista’s work zone, creating a 'tidiness without walls' where all activities are concentrated into a single, unified atmosphere. We approached this design with a cautious respect for the inquiry posed in Peter Zumthor’s Atmospheres: 'What moved me?' Our goal was not to claim the realization of a philosophy, but to delicately move closer to those fleeting moments of resonance. Ultimately, this design reflects a 'mindset of preparation'—an intentional effort to ensure that every element within the space is poised to be fully perceived. Whether it is the aroma of our house-roasted coffee, the texture of a handmade dessert, or the play of light on wood, we prepared the space so that even the smallest detail has the opportunity to move the visitor’s soul.
The core challenge in Perception Cafe was to prevent high-tech innovation from feeling cold or clinical. Many visitors, upon seeing the 'Shading Tree,' often ask in wonder: 'How could carpenters refine wood so precisely by hand?' This reaction is the ultimate validation of our fusion approach. While we utilized advanced computational design to calculate the 0.5-ton structural load and the complex, non-standard curves of the hundreds of slats, we ensured that the technology remained a 'silent facilitator' rather than a visible protagonist.The innovation lies in the digital logic that manages complexity, but the welcoming atmosphere stems from the humanistic aesthetics we deliberately preserved. We treated the CNC-cut plywood not as a industrial byproduct, but as a living material that requires the tactile wisdom of a master craftsman to truly breathe. By focusing on the 'human touch'—the meticulous sanding, the warm finish, and the organic alignment of the grain—we bridged the gap between the precision of the machine and the soul of the artisan. In Perception Cafe, technology and craft are not in conflict; they are fused into a singular, human-centered experience where the 'machine-made' becomes invisible, leaving only a sense of profound warmth and dedicated care for the visitor.
Our research was driven by a fundamental question: how can we push the tectonic limits of timber to create a performative, immaterial atmosphere? We viewed wood not merely as a static finish, but as a dynamic medium capable of storing carbon and modulating sensory data. This necessitated a rigorous research phase where we utilized computational optimization to maximize the material’s potential.We conducted extensive acoustic simulations to determine how the varying depths of the plywood slats could serve as a 'sound trap,' effectively converting a dense, 500kg material into an immaterial silence. By treating the wood as a series of functional voids rather than solid masses, we were able to achieve a 'biophilic' lightness—recreating the experience of standing under a forest canopy where light and sound are delicately filtered. Our choice of digital fabrication was a professional necessity to ensure the structural integrity of this complex 3D lattice while minimizing material waste, honoring the sustainability of timber. In this project, the technology was the essential research tool that allowed us to master the material’s physical properties, ultimately dissolving the heavy timber into a poetic, immaterial experience of tranquility and shadow.
Perception Cafe stands as a definitive milestone that validated FLMT's core mission: to open the boundaries of conventional practice through a fresh, exploratory approach to design with cutting-edge technologies. This project proved that data and computational processes are at their most powerful when they serve as a medium for human-centered resonance. Since its completion, our studio has moved beyond viewing innovation and comfort as opposing forces. We now approach every project by asking how technology can facilitate a deeper, more 'personal and private' emotional experience for the visitor.It has also profoundly reinforced my dual path as an architect and educator. Whether lecturing on digital architecture at Ajou University or Dankook University, I use this project to prove to my students that the future of design lies not in showcasing the machine, but in mastering it to elevate the human spirit. Perception Cafe remains a constant reminder for FLMT that even the most complex digital algorithm must ultimately result in a space where someone can peacefully lose themselves in thought over a cup of coffee. It taught us that when we master the tool, we don't just build structures—we gain the conviction that a truly well-crafted space possesses the inherent power to move the human soul.