Since opening the doors to its inaugural store at New Bahru, coffee-tech brand MORNING has started the next chapter of their journey with the launch of a second retail store in the heart of Orchard Road, at Takashimaya Shopping Centre.
Offering you a unique specialty coffee discovery experience that is centred on flavour profiles, the new store provides a space for coffee lovers and international visitors to pick up capsules while discovering more about specialty coffee and sophisticated brewing, as well as exploring coffee flavours.
The new store also introduces the MORNING Index, an experiential concept led by design that categorises capsule coffee by its flavour profile with intentional labels that mimic a design archive.
Here, coffees are visually mapped using an intuitive flavour chart that is inspired by the official coffee taster’s flavour wheel and helps to break down over 100 original attributes into 14 key flavour categories that organise the available capsules by acidity, body, origin, and tasting notes.
From the striking flavour chart on the wall to the curated shelf display of roaster capsules from around the world, every element of the store not only reflects the MORNING Index but also acts as a guide for your exploration within the space.
Just like what you’ll get at MORNING’s New Bahru store, a central Experience Bar awaits you at their Takashimaya store, welcoming you to join the guided coffee tastings and explore the precision of MORNING’s suite of premium capsule machines, including the IoT-enabled MORNING Machine, the world’s first specialty capsule machine.
Aside from tasting and exploring all things coffee, you can also find lifestyle offerings at the new store which include ceramic cups, glass drinkware, and branded merchandise. There’s also a dedicated recycling area where you can dispose of your used coffee pods!
