Perception Cafe by Haejun Jung - Feelament is a highly esteemed winner of the very prestigious 2020 Platinum A' Design Award in Interior Space and Exhibition Design Competition Category.
PlatinumInterior· 2020
Perception Cafe
Client: Perception
Platinum A' Design Award Winner in Interior Category
Verified Award Winner
Verify Award Status for #100227The Design
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.
The Recognition
About the Platinum A' Design Award
Perception Cafe is a Platinum A' Design Award winner, an extremely prestigious recognition granted to truly exceptional, elegant, and magnificent designs. Platinum winners are marvels of creation, testaments to the limits of intellectual creativity, and demonstrate the unmatched professionalism and genius of their designers. These designs are expected to be the most renowned works that define the aesthetics of an era, contribute to the well-being of society, and push the boundaries of art, science, design, and technology. Perception Cafe exhibits a transcendent level of excellence and unequivocally makes the world a better place with its advantageous and worthwhile characteristics. Perception Cafe is a Platinum A' Design Award-winning work that triggers desires, inspires, excites, delights, and sparks great joy.
Where to Get It
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. Winner of the prestigious A' Design Award.
Discuss Your ProjectInterviews
Grand Interview
Your innovative "Shading tree" ceiling installation in Perception Cafe creates an extraordinary spatial experience - could you elaborate on how this computational design element transforms both the physical and emotional atmosphere of the space?
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 centralized open-preparation zone in Perception Cafe offers visitors a comprehensive view of barista performance - what inspired this theatrical approach to coffee preparation, and how does it enhance the overall customer experience?
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.
Perception Cafe masterfully balances cutting-edge digital fabrication with warm, welcoming aesthetics - could you share your philosophy behind using advanced technology to create such an inviting, neighborhood-focused space?
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.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- 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.
- 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?"
- Patents
- Copyrights belong to Feelament LLC., 2019.
Trademark 2019 Perception Coffee. - Image Credits
- Image #1-5: ⓒFeelament, Perception, 2020.
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