BEAT is a leading coffee and snack chain, with more than 14 stores in Athens and Piraeus.

The goal of the architectural office, was to create the ‘ultimate BEAT store’, as the brand’s flagship, to evolve BEAT store’s experience to ignite a change in the perception of the brand, returning to the richness of its ‘real food, real people’ roots.

A new experience design concept has been developed, giving customers fresh reasons to visit its high-convenience format stores. There is a renewed positive energy that heroes quality, people, local and freshness over value. The architectural office has re-designed the customer journey, creating a dynamic centrally oriented space, surrounded by the fresh products and services offered in store. The concept is inspired by the ‘beat’, the sound that is equally spread around a center. With this idea in mind, the shopping journey has been re-designed following a circular bar counter, enriched by merchandising props and retro graphic signs. The counter has a black metallic frame that integrates the different product areas whilst shaping a trade mark image, a new visual identity of the BEAT stores. Emphasis has been given on ‘grab-and-go’ products, focusing on good food on the run, making packaged food fell as well prepared as food from Beat’s fresh counters.

The concept is designed to make BEAT the first place customers think of when it comes to convenient eating. BEAT flagship store has succeeded in becoming a handy destination for each time of the day – whether grabbing breakfast to go, sitting down for lunch, or picking up a quick snack for dinner.

P r o j e c t   d e t a i l s

Name: BEAT Flagship Store

Location: Vouliagmenis Av., Agios Dimitrios

Architectural design: Chadios & Associates

Design Team: K. Chadios, D. Daskalaki, P. Papargyropoulou

Text: Chadios & Associates

Photos:Miltos Igglezos