But we studied the target audience and realized that it was very different from Minsk.

Here, in Novogrudok, the target audience was conservatives, middle-aged people, and lovers of a calm, measured pastime. For them, the interior was important, but they also attached great importance to comfort. Quiet relaxation, long conversations over a cup of coffee with dessert, unhurried observation of city life… These were the core values ​​of future visitors.

Of course, this coffee house had to be very different from the Minsk one. But we also kept our mission in mind: to make two (completely different) coffee shops similar in spirit. And here we again remembered that our clients like the aristocratic style. It was this style that we used when we created the Minsk coffee house project. Now, it was time to turn to it again.

Firstly, we abandoned too bright shades. If in Minsk we used bold ‘modern’ colors and textures, here in Novogrudok we preferred the classics. Our team has chosen soothing colors that set guests to relax. At the same time, the main colors of the Novogrudok café echoed the colors of one in Minsk. We seemed to be saying this: yes, these are two different coffee shops, but the idea is the same. 

We did the same with furniture. The furniture in Minsk and Novogrudok was similar in design and style, but in the ‘conservative’ coffee house, tables, armchairs, sideboards, etc. were classic. Also in Novogrudok, we tried to use mostly soft furniture. We understood that visitors here put comfort above all else and love a long rest with a cup of good coffee.

As a result, we created an aristocratic design that our clients really liked. And after the project was brought to life, visitors to Victory Gardens also favorably accepted the interior of the coffee house.

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