JUICEUP

PROJECT BRIEF  | 

Juiceup — Mission Bay — Establishing an Identity, Store by Store

Spatial Studio, led by Devon McIntyre, partnered with Juiceup to define an interior design identity built to roll out across Tāmaki Makaurau and wider New Zealand.

Juiceup sits in its own category: part dessert parlour, part juice bar. The brief called for an interior as distinctive as that positioning - bold, vibrant and unmistakably youthful, built to draw people in and hold their attention in a category crowded with sameness.

Rather than prescribing a fixed template, Spactial Studio developed the identity around a core material, a consistent thread that ties every location back to the Juiceup brand. Around that anchor, each store is free to respond to its own site, giving every location room to develop its own character while still reading, unmistakably, as Juiceup.

Mission Bay is an expression of that system in place — a space that's bold, playful and full of energy, true to the brand from the counter to the seating.

Unison Spaces supplied the Design By Them Twill chair for the fit-out, chosen to echo that identity. There's something quietly nostalgic about Twill. Look closely and its extruded profiles and neatly trimmed ends feel almost tactile — like the memory of pressing a fresh block of plasticine between your fingers as a kid. That playful softness belies how hardworking the piece actually is: pull it up to a table, perch on it at the bar, or stack it away after a busy service — Twill moves through every role without losing its character. Subtle in aesthetic, generous in practicality, it's a small design detail that ended up saying a lot about the space around it.