case study the coffee house

Indian Coffee House by Laurie Baker: Neo-Vernacular architecture of India

The Indian Coffee House is a coffee-restaurant chain with over 400 outlets all over India. While the chain started during the British rule, it is now run by worker co-operative societies and maintains a menu that serves affordable snacks and food items. Kerala is home to 51 of those outlets, some of them being historic locations.

The one in Thiruvananthapuram is located at Thampanoor, an area of heavy footfall owing to the Railway and Bus Stations that are in its vicinity. This building is a landmark comprising a unique form and is one of Laurie Baker’s most well-known works.

1. Design Philosophy – Style

The building falls under the category of Neo-Vernacular architecture. When Laurie Baker had come to India, he had to revise whatever he had learned as an architect during his academic years – the vernacular techniques that he adopted are, therefore, a sharp contrast to the ideologies of Modernism in the Western world. His design principles revolve around sustainability and usage of locally sourced materials, allowing his buildings to make the most of their site and climate conditions.

Laurie Baker also tends to use interesting techniques with the arrangement of walls that allows a sustainable design ecology to be a part of his buildings. The Indian Coffee House in Thiruvananthapuram is no exception and is an important architectural structure of the city.

2. Concept Planning

Constructed in 1958, according to Baker it was meant to be like a café between the two Railway and Bus stations, something similar to fast food restaurants where foods are offered for quick eats or takeaways. After its opening it was converted into a restaurant, considering the cultural setting.

The building was planned on a relatively small urban site, and the walls were curved to fulfill the programmatic requirements within the given space.

Shaped like a spiral, the flooring winds its way around a central core like a ramp. To maintain the proportion and the stability of the building, the ramp gets smaller as it goes to the top, forming an imperfect but balanced cylinder.

The curved exterior walls are all perforated with Jali patterns which add an aesthetic quality in addition to their actual function, to provide natural day-lighting and ventilation. This sustainable technique is traditionally adopted in multiple projects designed by Baker and is now a distinguishing factor of his work. The absence of windows and the patterned red walls give the building a sculptural quality, only emphasized through its location.

The eating spaces are inbuilt with the space on the outer side of the ramp as repeated modules. Built on a horizontal platform, these modules rise in height with the ramp and cover the entirety of it. This allows for optimum usage of space and the maximum number of seatings is provided.

4. Materials

As is the trend with Baker’s buildings, bricks are used to build the load-bearing walls that curve to form the structure. They retain their original color on the exterior but are painted white on the interior. The furniture is built with the interior walls on the outer end of the ramp. Concrete slabs are fitted in the walls as tables which are supported by a brick arch at the end that is not connected to the wall. Bricks are used for the seatings with a slab of block-oxide on top, the same material used for the backrest as well.

5. Construction Technology Used

Spanning around a central circular service core, the ramp spans for two floors and ends up on the upper floor giving a 360-degree view of the surroundings of the urban space where the building is located. The brick walls and an absence of windows allow the interior space to be acoustically separated from the outside noise.

The circular service core is made up of two concentric cores within it – the inner one open to sky unobstructed and opens to the inside of the space to allow ventilation to come from within the building itself. With the Jalis and this shaft space, the structure becomes airy enough to combat the heat of Thiruvananthapuram. This technique is called the stack effect.

The service areas, including the washrooms, are located near the core. The ground floor has a separate entrance to the kitchen. Due to the strong slope of the ramp, it becomes a little difficult for the staff to provide food to all the upper areas constantly, which is why it is preferable if the lower areas are filled up first.

Ruchika is an aspiring architect and an enthusiastic writer. She likes exploring design principles and methodologies and is open to new possibilities and alternatives in the field of Architecture.

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Architecture, Interiors, Styles, Spaces, Stories

Laurie Baker, Brick Master’s Unique Design of Indian Coffee House

Constructed in 1958, the Indian Coffee House in Trivandrum, Kerala, is one of the famous works of the British-born Indian architect Laurie Baker. The Indian Coffee House is a chain of cafes with over 400 branches. With its site being a small urban hub between the railway station and bus stop of Trivandrum, the building has become a natural gathering zone for travelers and the local communities. You can find many other works of this brick master like the Centre for Development Studies , Chengalchoola Slum dwelling units , etc. within the city of Trivandrum itself. 

The café also gains recognition for its unique cylindrical form in a traditional context. It belongs to the neo-vernacular architectural style where the western roots of Laurie Baker merge with the traditional materials and techniques of local artisans. The use of perforated brickworks regulates the building temperature, thus making it an excellent example of cost-effective, energy-efficient aspects.

In this article, we shall discuss the Indian Coffee House and its design techniques in detail. We shall also relate the principles of the brick master, Laurie Baker, and his philosophies implemented in the building. Dive in to explore more about this extraordinary building. 

Table of Contents

Laurie Baker, Design Principles

The design philosophies of Laurie Baker were renowned for his low-cost, energy-efficient construction. His buildings are an amalgam of traditional techniques, and locally available materials blending with western principles. He challenged engineering techniques and followed a cost-effective, sustainable vernacular constructional style.

To archive such cost-effectivity in his design, Laurie Baker followed principles such as, 

• Rat bond masonry technique. The techniques involve creating cavities in the brickwork, thus, reducing the brick count.
• Exposed brickwork. The buildings didn’t require any painting, plastering, or interior finishes. 
• Use of Jaalis or perforation to encourage natural ventilation and lighting.
• Use of filler slabs to reduce the cost of reinforcements. 
• Use of locally available materials to avoid transportation costs.

Laurie Baker uses almost all of these philosophies in his works, and the Indian Coffee House is no exception. His thirst to thrive in traditional culture and techniques and his western academic background ignited the trends of neo-vernacular architecture in India.

Features of Indian Coffee House by Laurie Baker

The exterior emphasizes its cylindrical form that tapers at the end. The interior image emphasizes its ramp, jaali work, and its inbuilt seating. 

The cafe holds a solid identity in the city of Trivandrum.  With its unconventional cylindrical form, the entire building stands out in its neighborhood as a local landmark and design reference for many traditionally styled artisans. 

• The building is a continuous ramp that runs through the entire building, terminating at the top as a tapering cylindrical volume. 
• The ramp’s center perceives the service core of the building. 
• The exterior of the building has brick jaalis or perforations for airflow to regulate the building’s temperature. 
• The interiors of the building entertain the play with the light and shadow of these jaali patterns. 

Design and Planning

Built in 1958, the Indian Coffee House is a connecting spot between the railway station and Trivandrum, Kerala bus stop. The site being a small urban area, the cylindrical form of the building was adapted to complete the spatial needs. 

On the left is the image of the ramp and the seating area. On the right is the image of the cafe’s entrance.

• The building is a massive ramp with services in the center. The ramp tapers as it goes higher to maintain the building’s stability. The tapering assures a balance in shape and proportion of the cylindrical form. 
• The seatings are built-in along with the ramp to optimize the spatial form. The outer side of the ramp has the easting zone, while the interior side carries over circulation.
• The central core has the service areas like toilets and pipelines.  
• The ground floor has a kitchen and a separate service entrance.

Material – Brickwork

His extensive use of bricks in his projects adorned him with the title ‘Brick Master of Kerala.’ His projects mainly involve bricks to bring the natural essence of the region. Also, with bricks being locally available in and near Trivandrum, he prefers bricks over other materials to reduce the cost of expenditures. Since the building is a load-bearing type, the cost consideration drastically reduced the overall project’s expenses. 

Kerala is a wet region, and the moisture levels in the air are pretty high. However, bricks have the natural ability to absorb and release air moisture. Thus, selecting it as the primary building material regulates the interior temperature of the building. Another significant advantage of brick as a building material is its sound insulation and fire resistance. 

Construction- Jaaliwork

Laurie Baker believes that his life choices reflect the simplicity of his designs. He predominantly experiments with brickwork and different bonds that adhere to traditional construction styles and involve the local worker. The Indian Coffee House has an exposed brick facade devoid of windows. Instead, the architect uses Jaalis to create fenestrations for light and ventilation. 

Since the cafe is a load-bearing structure; the plan executes a concentric approach, with two central cores and exterior brick walls. The innermost central core is exposed to the sky, while the second core is responsible for services like toilets. 

You can find the jaali work on the facade of the building runs through the entire cylindrical form. It induces a stark effect by inviting cool air within the building and expelling the warm air– a typical tropical ventilation technique. Since the jaali works have smaller apertures, the air forces itself through these gaps and regulates the interior temperature. The solid wall and jaalis play also isolates the building interior from its buzzing exterior’s heat, dirt, and sound. 

Architecture defines the way we conceive a space. Laurie Baker revolutionized the art and essence of vernacular architecture in his works, and the Indian Coffee House is a great yet simple example of his architectural philosophies. He reflects his beliefs on the significance of traditional construction styles and techniques with locally available materials. Over the years, you can easily acknowledge that the Indian Coffee House has gradually evolved into a tourist center celebrating great architecture and good food.

By Hajara Banu

Hajara Banu is a professional architect, content writer, and strategist. She is on her journey to share her love of architecture, design, and content creation. Besides writing, Hajara loves coffee and often experiments with cooking and organizing in her free time.

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4 Starbucks—The ‘Coffee House’ Experts: A Case Study in Cultural and Strategic Alignment

• Published: June 2022
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Because of rapid globalization over recent years, the competition around the world becomes, more intense, especially for the service industry with similar products. The most critical point for business to succeed is not only the quality of products they supply, but the atmosphere of cooperating and the amount that teamwork yields in retail sales. The employees who always touch with customers and can realize what customers really need are first-line staff. Therefore, it is essential for companies to motivate, reward, and train their employees to be the best quality personnel. Starbucks Corporation, the most famous chain of retail coffee shops in the world, mainly benefits from roasting, selling special coffee beans and various kinds of coffee or tea drinks. It owns about 4000 branches in the whole world. Moreover, it has been one of the most rapid growing corporations in America as well. The reasons why Starbucks is popular worldwide are not only the quality of coffee, but also its customer service and cosy environment. Starbucks establishes comfortable surroundings for people to socialize with a fair price, which attracts all age ranges of consumers to get into the stores. Besides, it is also noted for its satisfaction of employees. The turnover rate of employees at Starbucks was 65% and the turnover rate of managers was 25% a year. However, the rates of other national chain retailers are 150% to 400% and 50% respectively. Compared with them, the turnover rate of Starbucks is much lower than other industries on an average. As a result, Starbucks would be one of the optimal business models for understanding the strategies of employee motivation, customer satisfaction, and cooperation of teamwork.

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Norman Foster and his High-tech Architecture

Diebedo francis kere- first african to win pritzker architecture prize, thomas heatherwick – fascinating architect, oscar niemeyer- hero of the modern architecture, chichu art museum: portrayal of japanese brutalism, biomimicry architecture: eastgate centre – harare, zimbabwe, vastu direction for home, top 10 fabulous wooden structures in the world, 10 upcoming futuristic projects in the world: a glimpse into architecture…, architecture of indian cities: top 10 cities for architects., are the skins of larger buildings prefabricated, what is 3d printing technology how it is used in architecture, the best designing software that every architect must use, best laptop for architecture students in 2021, 5 representations of technology in the world of architecture, unveiling the essence of architecture: a comprehensive exploration, architecture juries – 10 things to remember before them, top 20 architecture colleges in the world, top 20 architecture colleges in india, top 20 architecture colleges in canada, indian coffee house – laurie baker.

Although coffee has been grown in India since the 16 th century, the concept of coffee houses or shops gained popularity in the 18 th century in Chennai and Kolkata. After that during the 1890s, the concept of an ‘Indian Coffee House’ was formed. These coffee houses became a chain and started during the British Rule. The Indian Coffee House chain was started by the Coffee Cess Committee in 1936 with its first outlet opened in Bombay.

Constructed in 1958, the Indian Coffee house is peculiar to the Neo-vernacular architectural style. Designed by Laurie Baker it is a trademark of his style of using sustainable and locally available materials . The Indian Coffee House is a prominent trademark on the Thampanoor area of Trivandrum, Kerala because it lies in between a railway station as well as a bus terminal.

Also, read another article – Pioneer of Modern Architecture: Corbusier

Features of Indian Coffee House

The form of the building is unconventional because it is a cylindrical brick-red spiral continuing for all the floors and terminating in a smaller cylindrical volume on the top. The building is conceived as a continuous spiral ramp, with a central circular service core. This gives a very unsymmetrical balance to the whole structure. The building has a perforated brick screen or better known as brick jaali walls which utilize natural air movements to cool down the interiors. These brick perforations also create patterns with light and shadow.

Brick is a locally available material in and around Trivandrum. It has the ability to absorb and release moisture. Therefore, it helps to regulate temperature and humidity inside the building. The building has load-bearing curved walls that enclose more volume at a lower material cost than straight walls. Moreover, brick also has the advantage of being fire resistant and better sound insulation.

The entire building painted over exposed brickwork with white in the interiors and brick-red on the exteriors. The slab is resting on a small brick arch which serves as legs.

The building is constructed using Rat Trap Bond rather than the usual English bond because it creates a cavity wall which is an added advantage of thermal comfort. Furthermore, it also reduces 15% of the construction cost without compromising on the quality or overall strength.

Jaali at Indian Coffee House

Jaali facades are used in construction because they are a better substitute for glass windows as the climate of Trivandrum is hot and dry with extremely high summer temperatures. The small voids in the walls bring in subdued light and also provides for cool ventilation. In addition, it also prevents the entry of rain into the interior of the building.

Also, read the related article – Design Harmony in Nature – Falling waters, Pennsylvania

Stack Effect

The cylindrical building consists of two concentric circles in the center. The inner smaller circular core is a narrow vertical shaft that is open on top and consists of openings at different levels. Therefore, it provides ventilation to the central areas. Moreover, it creates the stack effect that causes air infiltration in the entire core of the building. During summers, the warm air rises up through the building and escapes at the top either through open windows or ventilation openings. The rising warm air draws in the cold air either through the open doors, windows, and other openings. The same stack effect reverses during the winter season.

Built on a horizontal platform, the seating modules rise on height with the ramp because this allows for the maximum usage of space. The seating is built into the building. The kitchen is on the ground floor and also has a separate service entrance.

Impression and Appreciation

When Laurie Baker first came to India, he had to revise his architectural style while designing the Indian Coffee House with the use of traditional materials. It was a stark and sharp contrast to his usual ideologies of Modernism in the western world. The main design principles of the building predominantly revolve around sustainability and the usage of locally available building materials. Most importantly, what makes a mark for the building is that Laurie Baker has managed to make the most of the site and the climate conditions.

It has been a hub for Communists, Socialists, and even Liberalism Movements for generations. Therefore, it has been in the limelight in the geopolitics of India as most successful political movements started from here.

Most importantly one needs to appreciate Laurie Baker’s masterful intervention on a very small plot of a busy urban area. Although the building solution is bold and unusual, especially for the surroundings, it is one that successfully integrates all the elements of the design program.

The cylindrical form emphasizes the triangular voids, i.e., the absence of windows and the patterned walls give the building a kind of sculptural look and quality. In addition to its sustainable design ecology, one cannot deny the ingenuity and uniqueness of the building in such an urban fabric. Therefore, making the structure one of Laurie Baker’s most well-known works.

Also, read the related article – The Pritzker Architecture Prize 2021

Works Cited

Agrawal, R. (n.d.). Indian Coffee House by Laurie Baker: Neo-Vernacular architecture of India . Retrieved from Re-Thinking the Future: https://www.re-thinkingthefuture.com/case-studies/a2385-indian-coffee-house-by-laurie-baker-neo-vernacular-architecture-of-india/

Bostjan. (2020, October 10). Trivandrum – Indian Coffee House . Retrieved from Architectuul.com: http://architectuul.com/architecture/trivandrum-indian-coffee-house

Laurie Baker . (2021, January 1). Retrieved from Wikipedia, the free encyclopedia: https://en.wikipedia.org/wiki/Laurie_Baker

Sujith. G.S. (2012, January 6). LAURIE BAKER’S INDIAN COFFEE HOUSE, TRIVANDRUM . Retrieved from Blogspot – Architecture Student’s Corner: http://arkistudentscorner.blogspot.com/2012/01/laurie-bakers-indian-coffee-house.html

THAMPANOOR, INDIA INDIAN COFFEE HOUSE . (2011, June 29). Retrieved from Architecture in Development: https://www.architectureindevelopment.org/project.php?id=54

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Modernist Coffee / The Crossboundaries

• Curated by Hana Abdel
• Architects: The Crossboundaries
• Area Area of this architecture project Area:  2250 ft²
• Year Completion year of this architecture project Year:  2019
• Photographs Photographs: Ishita Sitwala, The Fishy Project
• Manufacturers Brands with products used in this architecture project Manufacturers:   AutoDesk , Lumion , Jaquar , MICROCRETE , Magik , Mykarment , Olvvi , Philips Lights , Rancilio Group , Samsung , Trimble Navigation
• Architect In Charge:  Harsh Boghani
• Design Team:  Forum Jariwala, Vijay Dhabi, Neel Patel, Rishabh Prajapati, Khushboo Gunjal, Nidhi Vyas, Dhruv Prajapati, Pooshan Mahajan, Akshay Mer, Shailesh Boghani, Harsh Boghani
• Clients:  Dhaval Mehta, Nishar Diwan
• Artist:  Abir Chakroborty, Ashish Chakroborty
• Text:  Niharika Joshi
• City:  Vadodara
• Country:  India
• Did you collaborate on this project?

The brief -  As typologies of cafés become more than just an eatery, and transforming into art galleries, co-working and gathering spaces develop around the world – the design brief of Modernist Coffee was to cleverly unite various concepts. Using the brand’s idea of ‘Spaces, People and Coffee’ to intermingle and flow into each other, the café was to be conceived as a modern crossroads where coffee culture seamlessly merged with art and public life.

The idea -  By taking the client brief forward, and pushing the boundaries of what a “new café typology “means- we evolved fresh ideas about how the café, art and performance spaces could coexist and thrive. We decided to create seamless partitions, infinity water body and green terraces to expand the experience of just having a cup of coffee.

The design intent -  Part of The Crossboundaries rapidly evolving signature style, this café was approached with a fresh outlook on materials, textures and meaning of art. By using materials in their raw, true form, as well as exhibiting the properties of ageing and distress on them, we intended to create a unique experience of savoring coffee. An open bar and service counter was envisioned, to give a free-flowing customer and barista relationship.

  The site -  There are very few places in our growing city which offer us solace, good views and ample space to breathe. The site chosen by the clients for Modernist came with these coveted benefits, as well as 2 beautiful open to sky terraces to let the wind and sun in. We decided to make most use of these spaces, as well as turn the café into an open plan, barrier free layout suitable for art exhibitions and gatherings. What is more comforting than the aroma of coffee wafting through an open space!

The material palette -  In keeping with our design philosophy of experimenting and innovating with a wide material palette, we used metals, wood and dressed plaster to its fullest. With seamless dark micro-crete flooring and exposed brick cladding, the aim was to give a raw, unfinished and edgy look. Sleek metal partitions with clear glass are used, to give a sense of openness. As part of an ongoing quest of art, we created lighting fixtures and sculptures out of jute and fibre- these are displayed around the café.

The highlights -  Necessity creates innovation, and we always look for challenges to innovate! A great example is the precisely calculated bent lights running on a grid. Running across the ceiling and along the beams, an array of bent- GI pipes, grouped equidistantly, and fluidly ending at different lengths. The pipes terminate in a bent curve, with a cylindrical spot-light fixture at its end. The radius of each curve has been carefully calculated and executed in place, to precisely illuminate a spot. Also, apart from designing lights to highlight artwork, some light fixtures themselves have been designed as a work of art! In the central bay, linear lights spanning between beams are uniquely fashioned out of brown medicine bottles and metal sheeting and is named “cyclotron”!

Another unique feature of this café is the furniture selection, which forms a physical catalog of the eclectic furniture brand, Olvvi. Stools, café tables, high chairs and loose furniture – all are part of the furniture brand’s display where it is playground of furniture to buy from within the café itself.

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Address: vadodara, gujarat, india.

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When Indian Coffee House was the country’s living room

It is as if the clock stops when you enter Mohan Singh Place, the fusty 1960s building that houses Indian Coffee House in central Delhi. Climb two flights up to the large, hushed café and, for a moment, you wonder if it is closed. Then you spot them: two men sitting at far ends from each other. One is lost behind the day's newspaper, the other is scribbling on a pad.

The formica tables are bereft of cups, and the aroma of freshly brewed coffee is absent. But a strong whiff of nostalgia hangs in the air. Tellingly, both the men in the room have a shock of silver hair.

It all began in 1936, when the first Indian Coffee House opened its doors in Churchgate, Mumbai. The place was an instant hit and its success triggered a coffeehouse boom, peaking to 72 outlets across the nation. With amazing foresight, the Indian Coffee Board picked locations close to colleges, offices and stations, ensuring robust footfall.

Even so, by the time the 1950s rolled in, the fortunes of the chain began to dip. Branches closed, and workers were laid off. Peeved at their plight, communist leader AK Gopalan came up with the unique idea of a worker-owned cooperative. The Board eventually handed over the control to the Indian Coffee Workers' Co Operative Society.

The staff are also part-owners of Indian Coffee House. Photo: Stuart Freedman

The first Indian Coffee House under this umbrella opened in Bangalore in 1957, and the workers-as-owners model powered it to success. Today, the chain is dotted across India, and Kerala leads the pack with 51 outlets.

But the numbers do not reflect the inside story, which becomes evident only when you enter. At the central Delhi outlet, only sunlight fills the empty terrace. The glass windows are firmly shut, and the stuffing spills out from most chairs. A grimy board lists Coffee at Rs29 and Special Coffee at Rs32. There are 50 more items, including Plain Slice (Rs7 apiece) and Mutton Biryani (Rs 160), but the kitchen counters are nearly bare.

Your gaze drifts to a metal sign next to the menu: "Sitting idle is wastage of time". It's an irony for a place that lets you buy a rare modern luxury: a few hours of idleness for Rs29. "In fact, we never ask our customers to leave, whether they order coffee or not," says Sunil Kumar Negi, Secretary of the Indian Coffee House in Delhi.

He even defends the appearance of the place, preferring to call it "retro" rather than shabby. "Our coffee houses deliver a flavour of British India. Youngsters should come here; this is a part of our great Indian heritage."

While attracting youngsters to the café in its current state seems a tad ambitious, one man sure has been hooked for life. Meet Gurnam Singh, for whom that metal sign may well have been put up. He is 80, in failing health, and lives nearly an hour away in Kaushambi, Ghaziabad. "But every single day for the past 63 years, I have been coming to this place. I reach at 1.30pm and return at 6pm. It is a second home."

A patron at Indian Coffee House, New Delhi. Photo: Stuart Freedman / Contributor

He recalls the golden days of the coffee house, when the waiters wore turbans and cummerbunds, giving the place a regal feel. The likes of MF Husain and Rajinder Singh Bedi sat here; drinking, thinking, talking, writing. "Back then, a cup of coffee cost just 4 anna."

The coffee is still affordable by modern standards, but gone are the days of caffeine-fuelled exchanges, ranging from creative to convivial to controversial.

Veteran journalist and author Sankarshan Thakur remembers accompanying his father, the late Janardan Thakur, to the Indian Coffee House in Patna. "I was upon my teens and the Indian Coffee House off Fraser Road was a captivating trailer to unattainable adult indulgences." He remembers the clatter of toppled cups, the fragrance of coffee and sambar, and waiters picking their way through the commotion, waiting on anna tips.

Prita Maitra, an Indian Coffee House regular in Kolkata, misses the days of the cafe as an adda for debate and discussion. "The location, opposite Presidency College and Hindu School made this the city's hottest hangout. We talked politics, poetry, plays and personal issues. Verdicts were delivered, reputations were made and ruined here. There was no such thing as a stranger—boundaries blurred as newspapers flew open, coffee arrived and conversation flowed." Satyajit Ray wrote here, Amartya Sen supped here, and a young Buddhadeb Bhattacharjee held forth on the need to change the world.

In his book, The Brothers Bihari, Thakur writes, "Indian Coffee House was where I first heard words like Fuehrer and fascism first, words like proletariat and bourgeoisie, like Comintern and Nato and sarvahara and samajvaad, satta, samrajyavaad and taanashahi." So powerful was this "public living room" that the scent of sedition and scandal brewing here during the Emergency wafted into the corridors of power, leading to a temporary shutdown of the Indian Coffee House in Delhi.

Indian Coffee House at College Street, Kolkata. One of the few that still attracts a steady stream of patrons. Photo: Barcroft / Contributor

Unlike modern coffee companies, no ICH outlet is a clone of the other in decor, menu and pricing. Most of them operate in old, decrepit buildings, immune to time and trends. "That, and the ceiling fans are perhaps all they have in common," says Maitra, with a wry smile.

The institution is braving choppy waters today, drowning under debt and battling the constant threat of closure. The famous vadas have lost their crunch, and the coffee is a diluted shadow of itself. Singer Manna Dey even composed a song ruing the "lost golden evenings".

And yet, the sun has not quite set on the Indian Coffee House. Perhaps because the bearer serving you coffee likely owns a stake in the cafe. And because the old timers still come. But most of all, because the men who run it retain a childlike sense of pride and hope. "We have never done marketing stunts. We run on goodwill and loyalty, " insists Negi. "And then, our Chandigarh branch is air-conditioned, you see."

A chair waiting for a patron at Indian Coffee House, New Delhi. Photo: Stuart Freedman / Contributor

Case Study “Khuấy để thấy trăng”: The Coffee House kể người dùng nghe về Sự tích Trăng rằm

Bạn có biết 65% thông tin mà chúng ta hấp thụ hằng ngày là những chuyện kể? Theo một nghiên cứu của giáo sư tâm lý Uri Hasson tại đại học Princeton, khi lắng nghe một câu chuyện, não bộ...

Kết quả truyền thông

Bạn có biết 65% thông tin mà chúng ta hấp thụ hằng ngày là những chuyện kể? Theo một nghiên cứu của giáo sư tâm lý Uri Hasson tại đại học Princeton, khi lắng nghe một câu chuyện, não bộ người nghe có những sóng não đồng điệu với sóng não người kể. Người nghe có xu hướng đặt mình vào bối cảnh câu chuyện và thấu hiểu người kể. Dù có thể quên các con số hay nhân vật, người nghe vẫn rất nhớ thử thách, cảm xúc, cách tư duy, và hướng giải quyết của người kể.

Tại Việt Nam, có một brand đồ uống ngay từ ban đầu đã xây dựng hình ảnh của mình thông qua những câu chuyện không chỉ về sản phẩm mà còn về những con người góp công phát triển thương hiệu. The Coffee House luôn mong muốn là nơi mọi người xích lại gần nhau, đề cao giá trị kết nối con người và sẻ chia thân tình bên những tách cà phê, ly trà đượm hương, truyền cảm hứng về lối sống hiện đại.

Nhân dịp Tết Trung thu vừa qua, The Coffee House đã có một chiến dịch "Khuấy để thấy trăng" vô cùng thành công khi tiếp cận được khối lượng khách hàng đông đảo, doanh thu vượt trội. Vậy họ đã sử dụng kỹ năng storytelling nói riêng và chiến lược marketing nói chung như thế nào? Hãy cùng MarketingAI phân tích casestudy "Khuấy để thấy trăng" nhé!

Sơ lược

Bối cảnh.

The Coffee House là công ty hoạt động trong ngành F&B với tôn chỉ: “Chúng tôi là một thương hiệu về con người”. Tại Nhà Cà Phê, họ luôn trân trọng những câu chuyện và đề cao giá trị “kết nối con người”. Họ mong muốn nơi đây trở thành một điểm đến giúp mọi người xích lại gần nhau và tìm thấy niềm vui, sự sẻ chia thân tình bên những tách cà phê đượm hương, chất lượng.

The Coffee House mong muốn tạo được "cái cớ" hội tụ cho nhiều người

Năm 2022 là một năm đầy biến động, khi mà mọi người phải cùng nhau chung tay chiến đấu với dịch bệnh. Trong bối cảnh đó, giới trẻ giờ đây thêm trân quý những phút giây được sum vầy bên người thân, bạn bè và người thương. Chính vì vậy, năm 2022 trở thành năm đề cao sức khỏe tinh thần. Các bạn trẻ cũng mong muốn được tận hưởng một Trung thu với nhiều trải nghiệm mới mẻ, rôm rả cùng bạn bè và người thân. Hưởng ứng Ngày lễ Trăng rằm, The Coffee House chính thức ra mắt bộ sưu tập Hi-Tea Bling Bling khuấy lên niềm hạnh phúc, nao nức về một Trung thu đầy thú vị hút mắt thế hệ trẻ.

Thời gian tổ chức sự kiện

Ngày 03/08 vừa qua, The Coffee House tung ra Hi-Tea Bling Bling - bộ sưu tập thức uống dành riêng cho mùa Trung thu này. Và hiệu ứng bling bling - lần đầu tiên được các barista đưa vào thức uống tại The Coffee House, trở thành trải nghiệm không thể bỏ lỡ. Chiến dịch “Khuấy để thấy trăng” diễn ra từ ngày 03/08 đến ngày 10/09.

Chiến dịch “Khuấy để thấy trăng” tặng bánh khi mua 2 Hi-tea size L

Công thức “đốn tim” khách hàng mùa Trung thu dành cho các thương hiệu

Mục tiêu

Thương hiệu The Coffee House luôn mong muốn mang đến bất ngờ cho giới trẻ. Và tất nhiên lần này cũng không ngoại lệ, thương hiệu đồ uống này không thể bỏ qua dịp Tết Đoàn viên. Và trải nghiệm độc đáo “Khuấy để thấy trăng” của The Coffee House như khuấy lên niềm hạnh phúc, nao nức về một Trung thu đầy thú vị mà không người trẻ nào muốn bỏ lỡ. Họ xây dựng một chiến lược mới thu hút “người Nhà” của mình với mục tiêu:

• Gia tăng tình yêu thương hiệu (brand love) trong nhóm khách hàng mục tiêu
• Xây dựng hình ảnh The Coffee House như một người bạn đồng hành trong hành trình kiếm tìm niềm hạnh phúc giản đơn trong ngày Tết Trung thu
• Quảng bá bộ sưu tập Hi-Tea Bling Bling của The Coffee House

The Coffee House luôn mong muốn mang đến bất ngờ cho giới trẻ

Năm 2022 chính xác là một năm đầy những biến động. "Sau khi chứng kiến cái thế giới mà ở đấy mỗi cái nắm tay cũng là điều xa xỉ, người ta liền rục rịch định nghĩa lại về hạnh phúc", tạp chí Vogue viết. Hạnh phúc giờ đây chỉ gói gọn trong những điều giản đơn. Được xách vali bước lên chuyến bay hồi hương, được nhìn thấy nhau, được tỉ tê kể nhau nghe chuyện to chuyện nhỏ.

Cho đến thời điểm này, cách nghĩ đó về hạnh phúc dần trở thành một tiêu chuẩn "bình thường mới". Tiêu chuẩn này phần nào dự đoán cách mà người trẻ Việt chào đón Trung thu năm nay. Trải qua một năm bị chia cách bất đắc dĩ, giới trẻ giờ đây thêm trân quý những phút giây được sum vầy bên người thân, bạn bè và người thương. Hơn nữa, việc mà giới trẻ than vãn Trung thu giờ sao “nhạt nhẽo” đến vậy đã trở nên quá quen thuộc. Theo lẽ đó sẽ chẳng lạ nếu người trẻ muốn tận hưởng một Trung thu với nhiều trải nghiệm mới mẻ.

Nằm lòng insight "người Nhà", The Coffee House kéo giới trẻ về tụ hội cùng nhau

Thấu hiểu mong ước nhỏ xíu của những người lớn, The Coffee House khéo gửi lời mời ghé Nhà thưởng trà, ăn bánh. Dù không thể tái hiện trọn vẹn sự rộn ràng của những mùa trăng cũ, nhưng thương hiệu tự tin chuẩn bị trải nghiệm cực kỳ mới mẻ, để các “em bé” lại có cớ í ới rủ nhau, cùng tận hưởng Tết Đoàn viên này.

Creative idea

Là chuỗi cà phê luôn mang đến những bất ngờ cho người trẻ, chiến dịch “Khuấy để thấy trăng” của The Coffee House không chỉ sáng tạo thức uống riêng cho mùa Trung thu mà còn mang đến trải nghiệm cực kỳ mới mẻ. Với bộ sưu tập Hi-Tea Bling Bling, người dùng chỉ cần khuấy lên sẽ thấy vòng xoáy nước lóng lánh sắc vàng chuyển động tựa ánh trăng cực đẹp mắt. Hiệu ứng bling bling lần đầu tiên xuất hiện trong thức uống của thương hiệu khiến việc thưởng trà trở nên thú vị hơn đối với người trẻ.

Ý tưởng sáng tạo của chiến dịch "Khuấy để thấy trăng"

Vào đúng 12 giờ trưa ngày 21 tháng 7, fanpage của The Coffee House đã chính thức lên bài khởi động chiến dịch "Khuấy để thấy trăng" bằng một Mini game: Ai tìm thấy trăng, Nhà tặng bánh cho khách hàng. Lúc này người dùng vẫn chưa hiểu được dụng ý của thương hiệu đồ uống và kể cả khi họ giới thiệu bộ sưu tập Hi-tea Bling Bling với cách thức "khuấy để thấy trăng”. Chỉ đến lúc họ order cho mình một cốc Hi-tea Bling Bling Phúc Bồn Tử hay Xoài và khuấy lên thì mới nhận ra điều bất ngờ. Trong thức uống này khi khuấy lên bạn sẽ thấy vòng xoáy nước lóng lánh sắc vàng chuyển động tựa ánh trăng cực đẹp mắt. Hiệu ứng bling bling lần đầu tiên xuất hiện trong thức uống của The Coffee House, khiến việc thưởng trà trở nên thú vị hơn bao giờ hết.

Mini game mở màn chiến dịch "Khuấy để thấy trăng"

Tết Đoàn viên thì sao thiếu được những chiếc bánh Trung Thu từ nhân truyền thống đến hiện đại. Đánh thẳng vào điều này, thương hiệu đồ uống tiếp tục chương trình “Trăng Nhà Kết Nối” - mua 2 Hi-tea được tặng 1 bánh để thỏa lòng mong ước của những người lớn muốn trở lại làm “em bé” trong ngày Trung Thu, đón trăng rằm.

Hoạt động thực thi

Storytelling.

The Coffee House là thương hiệu ngay từ ban đầu đã xây dựng hình ảnh thương hiệu thông qua những câu chuyện kể. Bằng cách đó thương hiệu tiến lại gần khách hàng và họ coi mỗi khách hàng như một “người Nhà”. Chiến dịch “Khuấy để thấy trăng” lần này cũng không ngoại lệ. Khi mà Nhà cà phê đưa đối tượng mục tiêu của họ là những người trẻ quay trở lại niềm vui ngày bé được đón Tết Trung thu với sự sáng tạo đi kèm. Trung thu là dịp mà bất kỳ ai cũng có thể “bé lại” để niềm háo hức đón Tết Đoàn viên, ăn bánh, thưởng trà… vẫn đầy ắp trong lòng.

Ngoài ra để làm sáng rõ hơn câu chuyện mà The Coffee House muốn truyền tải tới khách hàng mục tiêu. Thương hiệu còn tổ chức chương trình thiện nguyện trên chuyến xe “Trăng Nhà Kết Nối”, gói ghém gần 400 món quà nhỏ, mong mang “ánh trăng” ấm áp và nhiều niềm vui đến các em nhỏ có hoàn cảnh đặc biệt khắp 3 miền đất nước.

The Coffee House chung tay giúp đỡ trẻ em nghèo khắp 3 miền

Viral video

Mở đầu video là hình ảnh của một đôi bạn thân lâu ngày không gặp đang tâm tình với nhau về chủ đề công việc, nỗi lo cơm áo gạo tiền. Rồi họ chợt nhận ra sắp đến Trung thu nhưng lại lâu lắm chưa được đi chơi vì bận công, bận việc. Hơn nữa, giờ ai cũng lớn cả rồi nên luôn cảm thấy Trung thu năm nào cũng như nhau và... năm nào cũng vẫn nhạt như vậy.

Khung cảnh quay về thời bé của hai nhân vật chính khi diễn viên nữ nói rằng: "Hồi nhỏ, chỉ mong được làm người lớn. Bây giờ lớn rồi, thì chỉ muốn được vô tư, không phải lo nghĩ gì như lúc nhỏ."

Sau khi mở màn bằng câu chuyện của hầu hết giới trẻ trong ngày Tết Đoàn viên, The Coffee House nhanh tay quảng bá chiến dịch "Khuấy để thấy trăng" của mình bằng câu nói: "Nếu nhớ ngày xưa, thì hãy nghe câu chuyện ngày nay."

Ê-kíp của thương hiệu đồ uống này sử dụng cách kể chuyện dí dỏm để quảng bá chiến dịch Tết Trung thu của mình. Đồng thời đánh thẳng vào insight mọi khách hàng đang mong muốn tìm kiếm đồ uống healthy, thành phần lành mạnh cho sức khỏe, ít calo, không caffeine, giúp khỏe da, đẹp dáng và đặc biệt muốn tìm kiếm cảm giác trở lại Trung thu xưa.

Social Media

Fanpage Facebook và Instagram chính thức của The Coffee House liên tục lên bài để truyền thông về chiến dịch 'Khuấy để thấy trăng". Bên cạnh đó, cách “ngắm trăng” khác biệt bởi hiệu ứng bling bling trên nền trà Hibiscus đỏ đã ontrending trên nền tảng TikTok. Rất nhiều những video "khuấy để thấy trăng" được đăng tải bởi người dùng đã lên xu hướng, tiếp cận hàng triệu tài khoản khác nhau. Ngoài ra, chiến dịch của Nhà Cà Phê đã thu về gần 5 triệu lượt tìm kiếm trên Google chỉ trong vòng 1 tháng ngắn ngủi.

Chiến dịch "Khuấy để thấy trăng" trở nên viral trên xu hướng TikTok

Thương hiệu phủ sóng bài đăng trên các trang thông tin điện tử phổ biến với đối tượng độc giả trẻ như Kenh14, Saostar.vn, trithuctre.vn,...

Các hoạt động truyền thông cũng nhận được sự hưởng ứng đông đảo từ các bạn trẻ:

• Viral video chiến dịch "Khuấy để thấy trăng' đạt mốc 1 triệu 3 người xem
• Trend Khuấy để thấy trăng liên tục lên xu hướng trên nền tảng TikTok. Mỗi video thu về hàng triệu lượt xem
• Gần 5 triệu lượt tìm kiếm trên Google chỉ trong vòng 1 tháng

Kết luận

"Khuấy để thấy trăng" tiếp cận người tiêu dùng với một chủ đề không mới. Thế nhưng cách kể của họ lại mang chất riêng, độc đáo và rất khác. Rõ ràng "người Nhà" cảm thấy vô cùng thích thú với chiến dịch này. Qua casestudy trên, mong rằng các doanh nghiệp học thêm được cách để xích gần lại giới trẻ. Và đừng quên "nêm nếm" bằng kể câu chuyện của mình!

Thảo Triệu - MarketingAI

>>> Xem thêm: Chiến lược Marketing mùa Trung thu: Khi bánh trung thu trở thành “đứa con cưng”

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Indian Coffee House Delhi at the Crossroads: A Case Study

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Established in 1957, Indian Coffee House Delhi is managed by Indian Coffee Worker's Cooperative Society Ltd. with a motto of 'no-profit-no-loss'. Over a period, it has attained an iconic stature. However, now the organization is languishing in its own pristine glory. Revenue has declined so has the number of frequent visitors. At the same time, the Indian Coffee House has not changed. Rather, its service quality and ambience have deteriorated beyond repair. Morale of the employees of the Indian Coffee House, so called owners, is touching the lowest ebb. However, there is still hope that the fortune of the Indian Coffee House can be turned around by reorienting its management philosophy and strategy. This case study argues that the cooperatives can also be managed as corporations to the best advantage of their members/owners.

KEYWORDS: Indian Coffee House, Indian Coffee Worker's Cooperative Society Ltd., New Delhi, India

ABOUT THE ORGANIZATION

Indian Coffee House in New Delhi's Connaught Place was established in 1957. Managed by Indian Coffee Worker's Cooperative Society Ltd., it has attained an iconic stature which goes beyond the run-of-the-mill restaurant chains. The waiters at the Indian Coffee House have a unique sense of pride which comes from inimitable legacy of the organization. There is hardly any other restaurant chain in India which can claim to have an elite guest list including nine prime ministers. It happened to be a place where ideas were proposed and turned down, and debates continued over endless cups of affordable coffee and cutlets (Dutta, 2016). Culture of open debates posed threat to the powers that be, during emergency. Top officials of the government during emergency had an inkling that conspiracies were being hatched over nondescript mugs of coffee at the Indian Coffee House (Jha, 2016). No wonder, Indian Coffee House was demolished during emergency in 1976 but was rebuilt later at its current location i.e., top floor of Mohan Singh Place in Connaught Place (Jha, 2016).

Even today, Indian Coffee House hosts a good number of young and old visitors from varied fields like art, social work, politics, among others. It has emerged as a favourite joint for the college goers who find the place imbued with 'old world charm' and...

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Case study definition

Case study, a term which some of you may know from the "Case Study of Vanitas" anime and manga, is a thorough examination of a particular subject, such as a person, group, location, occasion, establishment, phenomena, etc. They are most frequently utilized in research of business, medicine, education and social behaviour. There are a different types of case studies that researchers might use:

• Collective case studies

• Descriptive case studies

• Explanatory case studies

• Exploratory case studies

• Instrumental case studies

• Intrinsic case studies

Case studies are usually much more sophisticated and professional than regular essays and courseworks, as they require a lot of verified data, are research-oriented and not necessarily designed to be read by the general public.

How to write a case study?

It very much depends on the topic of your case study, as a medical case study and a coffee business case study have completely different sources, outlines, target demographics, etc. But just for this example, let's outline a coffee roaster case study. Firstly, it's likely going to be a problem-solving case study, like most in the business and economics field are. Here are some tips for these types of case studies:

• Your case scenario should be precisely defined in terms of your unique assessment criteria.

• Determine the primary issues by analyzing the scenario. Think about how they connect to the main ideas and theories in your piece.

• Find and investigate any theories or methods that might be relevant to your case.

• Keep your audience in mind. Exactly who are your stakeholder(s)? If writing a case study on coffee roasters, it's probably gonna be suppliers, landlords, investors, customers, etc.

• Indicate the best solution(s) and how they should be implemented. Make sure your suggestions are grounded in pertinent theories and useful resources, as well as being realistic, practical, and attainable.

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Market Feasibility for New Brand Coffee House The Case Study of Thailand

—This research aimed to study the market feasibility for new brand coffee house, the case study of Thailand. This study is a mixed methods research combining quantitative research and the qualitative research. Primary data 350 sets of questionnaires were distributed, and the high quality completed questionnaires of 320 sets returned. Research samples are identified as customers' of Hi-end department stores in Thailand. The sources of secondary data were critical selected from highly reliable sources, both from public and private sectors. The results were used to classify the customer group into two main groups, the younger than 25 and the older than 25 years old. Results of the younger group are give priority to the dimension of coffee house and its services dimension more than others, then branding dimension and the product dimension respectively. On the other hand, the older group gives the difference result as they rate the important of the branding, coffee house and its services, then the product respectively. Coffee consuming is not just the trend but it has become part of people lifestyle. And the new cultures also created by the wise businessman. Coffee was long produced and consumed in Thailand. But it is surprisingly the hi-end brand coffee houses in Thai market are mostly imported brands. The café business possibility for Thai brand coffee house in Thai market were discussed in the paper.

Related Papers

Ronan Quintão , Eliane Brito

How does the increasing prevalence of connoisseurship consumption affect the market? Drawing from institutional theory, we develop answers to this question. Inspired by the legitimacy concept, we evaluate the specialty coffee consumption context in order to advance and systematically analyze the role of connoisseurship consumption in the market. In extensive qualitative study, 542 newspaper articles from 1980 to 2013 were collected, and 265 were analyzed. This research offers two main contributions to the existing literature. First, several types of cultural-cognitive legitimacy (including consumer generational, health concerns, and taste) began to shift in the 1980s, which increased the connoisseurship consumption and affected the market well into the 2000s. Second, connoisseurship consumption arises when marketplace actors intersect with the tastes and desires of consumers.

International Journal of P R O F E S S I O N A L Business Review , Eliane Brito , Ronan Quintão

Many scholars in the consumer culture field have attempted to understand how market evolves. Recently, marketing research has focused on the consumer-marketer relationship, considering peripheral consumers, and other marketplace actors who play important roles in consumption. However, little research in the marketing field has addressed the market dynamics in a context where consumers involved in connoisseurship practices take part in some aspect of institutional market change. Drawing from institutional theory, we develop answers to the question: how does the increasing prevalence of connoisseurship consumption affect the market? Inspired by the legitimacy concept, we evaluate the specialty coffee consumption context in order to advance and systematically analyze the role of connoisseurship consumption in the market. In extensive qualitative study, 542 newspaper articles from 1980 to 2013 were analyzed. This research offers two main contributions to the existing literature. First, several types of cultural-cognitive legitimacy (including consumer generational, health concerns, and taste) began to shift in the 1980s, which increased the connoisseurship consumption and affected the market well into the 2000s. Second, connoisseurship consumption arises when marketplace actors intersect with the tastes and desires of consumers.

Lok Yee CHOW

Jonathan Morris

This article outlines the history of the origins of espresso coffee in Italy, its incorporation into Italian mass culture during the years of the economic boom, and the transfer of 'Italian style coffee' into overseas markets during the 1950s and 1960s. The second part of the chapter outlines the adaptation and valorisation of 'Italian-style coffee' as part of the Speciality Coffee movement in the United States in the 1970s and 80s, the development of the coffee shop chain format, and the transfer of this back into Europe, notably via the UK, with the ambiguities over authenticity and nationality that this generated. The article concludes with a consideration of the impact of these developments on the Italian coffee industry.

Catherine M Tucker

Maitreyi Menon

Luis Fernando Samper

Coffee is one of the most important internationally traded commodities. Most of the ca. USD 200 billion value that coffee generates globally accrues to brands, retailers, and supply chain operators; yet most of the risks are borne by the producers at origin countries. Intangibles associated with technology, design and branding as well as access to distribution channels play a significant role in defining the global value chain governance (GVC) and value appropriation. However, there is evidence that in the most dynamic market segments intangibles can be utilized to not only improve grower value but also to increase the total value of the industry. This paper highlights how the conditions associated with innovative consumption trends and logistical abilities (from origin through to retail) can enable the marketing of highly differentiated products that embed origin intellectual property. The implications are far reaching and include: a) new opportunities for coffee growing communities to improve their incomes; b) effects on the strategic direction of more vibrant and diverse global value chains; and c) lessons that likely apply to other consumer-facing commodities as well. The paper describes: a) the coffee industry and its GVC structure; b) the role that intangible assets play in value creation from both the supply and demand perspective; and c) the current and potential role of intellectual property tools in creating and retaining value, as well as providing economic upgrade options.

Arkady Movsesyan

Coffee is the third most popular beverage in the world after water and tea. In some countries like US, Brazil and many others, coffee is even the second most popular beverage coming just after the water. While in Germany, it is the most popular beverage. Coffee grows in some 70 countries around the world. Drinking a cup of coffee multiple times per a day, majority of us has never wondered on its botany or history, simply where it originates from, while one cup of coffee contains huge industry where millions of people are engaged. International Coffee Organization(ICO) estimates that 26 million people are occupied with coffee in 52 producing countries. 7 Millions more are employed in importing, roasting, investigating, and making coffee in the developed world. Considering the cost of roasting, storage, transportation, labor, and other factors in the actual making of a cup of coffee, the coffee business may amount now to some $100 billion annually.

Nhung Phương

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we love WFH

Houston ranks no. 2 in america for office vacancies, study finds.

Why go into the office when your job can be completed from home?

A new study of the office rental market in the U.S. has revealed Houston has the second highest rate of office vacancies nationwide. In fact, the total square footage of Houston’s empty office space adds up to 1,153 football fields.

The report by Indian service provider Outsource2India discovered 18.6 percent of all office space in Houston is sitting empty, a figure that has grown by 1.6 percent since 2023.

To put the football fields comparison into perspective, that means about 1,522 acres of office space around the city is sitting empty, or nearly 66.30 million square feet.

Rent prices for office space around the U.S. has largely remained unchanged, the report says, except for a very slight uptick in Houston and Austin. Rent prices have gone up just one dollar since the last year to $30 per square foot in Houston, and $44 in Austin.

It's not hard to see why so many offices are sitting empty, especially considering the rising demand (and popularity) of remote and hybrid professions since the COVID-19 pandemic. In a 2020 analysis , Forbes said companies prioritizing the "remote work revolution" saw an increase in teleworker productivity, performance, engagement, retention, and profitability. In 2024, secondary benefits of flexible work environments include smaller carbon footprints, more women in the workplace, reduced operating costs, and more.

Outsource2India suggests major businesses in cities like Houston will need to reimagine their work culture and office spaces in order to compete with flexible work models.

“As remote work continues to reshape workplace dynamics, there is a pressing need for this market to evolve and adapt,” the report said.

After all, Houston commutes aren't getting any easier, and more workers are starting to look for less commute-heavy vocations in suburbs with top job markets .

San Francisco was the only U.S. metro area with a higher office vacancy rate than Houston, at 21.7 percent. However, the actual square footage of empty office space in the city only adds up to 721 football fields, or nearly 952 acres of space.

Elsewhere in Texas, Dallas-Fort Worth has the third highest office vacancy rate in the nation, at 18 percent, followed by Austin with a 16.7 percent vacancy rate. According to the study's football field comparison, the total square footage of empty office space in Dallas and Austin equals 1,328 and 392 football fields, respectively.

The top 10 metro areas with the highest office vacancy rates are:

• No. 1 – San Francisco, California
• No. 2 – Houston, Texas
• No. 3 – Dallas, Texas
• No. 4 – Austin, Texas
• No. 5 – Washington, D.C.
• No. 6 – Chicago, Illinois
• No. 7 – Denver, Colorado
• No. 8 – Phoenix, Arizona
• No. 9 – Los Angeles, California
• No. 10 – San Jose, California

Outsource2India tracked office rent prices in major U.S. metropolitan areas for 2023 and 2024 to discover the top 10 metro areas with the highest office vacancy rates using data from the National Association of Realtors (NAR).

The full report can be found on outsource2india.com .

CultureMap Emails Are Awesome Get Houston intel delivered daily.

We will not share or sell your email address., fit for a king, striking hill country castle seeks new royal owners for $1.28 million.

Texans who have long dreamed of living in a castle will be enchanted by a Hill Country manor awaiting its next regent. "The Huntly," a luxurious Kerrville castle inspired by its historic counterpart in Scotland, has just stepped onto the market for $1.275 million.

Located roughly 260 miles west of Houston, the estate at 22 Indian Creek Loop, Kerrville, beckons with both the privacy of a palace and a regal lifestyle in the Texas Hill Country.

According to a release from JWang Properties, the owners spent about four years, from 2019-2023, renovating the original 1982 property to honor their Scottish heritage, thus creating a "reborn" version of Scotland's Huntly Castle .

"The Huntly is a true gem of luxury, embodying style, history, culture, and value, where your dream lifestyle unfolds," said real estate broker and listing agent Jenny Wang.

As expected from a royal-inspired estate, the six-acre property is protected by a custom iron and stone gated entryway, where the 250-foot-long driveway guides visitors up to the main house. The circle driveway further connects visitors with the workshop, a 2,000-gallon well (and an additional 3,000-gallon water storage tank), a stone well pump house, the courtyard, and lush gardens.

The 4,617-square-foot two-story main house includes three bedrooms, three en-suite bathrooms, and one half bath. The custom mahogany and stained glass front door opens to the grand foyer, revealing a stunning 21-foot vaulted cathedral ceiling with a French chandelier centerpiece.

The gourmet chef's kitchen and casual dining area mixes modernity with vintage details, starting with all new stainless steel appliances, double ovens, a gas range and fireplace, new custom-built knotty pine wood cabinets, onyx leather granite countertops, a hammered copper farm-style sink, and slate backsplash.

A built-in antique hutch adds the right medieval touch, which is complemented by the large center island with storage. The walk-in pantry is located opposite the gas fireplace for a subtle "hidden away" look.

The formal dining area is located in the living room, which also features an oversized gas fireplace, custom lighting, and a vaulted ceiling. The area also opens up to a 55-foot long deck that showcases beautiful views of the lake behind.

"Initially, the house was barely visible from the lakeside, but the owners transformed the property by clearing the lakefront and creating a 'serenity garden' adorned with at least 20,000 pounds of white stone," the release says.

The primary suite has three sliding glass doors that open to a private wood balcony overlooking the gorgeous rolling hills and the Upper and Lower Tierra Linda Reservoirs. Other features include a custom-built stone gas log fireplace with a seated hearth and cedar mantle, new wood-grain waterproof vinyl flooring. The two spacious walk in closets have new carpet and custom-built in storage, and the "Queen's" closet spans 15 feet with a double-sided hanging area.

A wood bridge connects the primary residence to the three-story turret guest house, which can also be accessed through the courtyard. The first-floor hosts the living room, a double-wide coat closet, a full-size bathroom, dining area, pantry, and kitchenette, which contains a two-burner stove, single sink, mini fridge, and built-in cabinetry.

Meanwhile, the second-floor hosts one primary bedroom suite, a full-size bathroom, and a loft game room (which currently serves as a home gym). A spiral staircase leads to the third floor of the guest house, where a second bedroom suite and full bathroom are located, as well as a rooftop terrace with breathtaking views of the property.

Photo by Aaron Yates

The primary residence at the Huntly Castle has a custom mahogany front door with stained glass accents.

The property at 22 Indian Creek Loop is located in Kerrville's highly sought-after Tierra Linda Ranch . Owners can take advantage of the community's private airport with hangars, a horse barn, two well-stocked lakes for fishing, two mixed-use sport courts, a gated community pool, party pavilion, a two-story stone clubhouse, and much more. The community also has an agriculture exemption that allows free-roaming wild animals, such as cattle, deer, rams, wild turkeys, among others.

More information about the estate can be found on har.com .

ChopoCoffee

CHOPOCOFFEE, Krasnodar - Restaurant Reviews & Photos - Tripadvisor

The application of solar collectors in district heating systems: a case study in Krasnodar Krai

• Buzoverov, E. A.
• Zhuk, A. Z.

Though renewable energy sources are widely used around the world, the cost of “green” energy in most cases is still uncompetitive with the “traditional” one. This is most pronounced in countries and regions with a developed resource base, including Russia. However, renewable energy sources in some cases can be successfully implemented in district heating systems using natural gas. This paper reports on the effective use of simple design solar collectors in a gasified central heat supply system in the city of Gelendzhik, Krasnodar Krai, with the cost of heat generated does not exceed 0.01 USD/kWh. The conditions for reproduction of this project are defined following the results of its operation.