Atmospheric, minimalist, and tranquil

Creating the flagship store of LeTAO Australia required a deep dive into the spirit of Japanese design to extract the essence of what Australians recognize as Japanese. The striking store in Swanston Street, has given the LeTAO cheesecake brand a new face for its debut in the Western market.

The challenge on this project was how to retain the impact of the Japanese brand, already hugely famous in Asia, while appealing to a whole new market.

Starting with a concept phase, we used imagery to define three design principles that Australians recognized as Japanese: minimalism, strict geometry, and raw materials.

The centrepiece of LeTAO Melbourne is the singular bench that runs the length of the store and through the shopfront to engage with pedestrians. In concept it is uncomplicated, strong and raw; yet it functions efficiently for staff, and directs a comfortable uncluttered customer experience.

The space is divided lengthways with a change in tone, and there is a clear view to the back of the store. This accentuates the depth and creates a sense of expansiveness within the compact footprint.

The lighting is intentionally subdued and dramatic. With each dessert individually cantered in its own spotlight. Similarly, the muted materiality emphasizes the vibrancy of the desserts and renders them captivating.

Photography: Kristoffer Paulsen

Shop-fitter: ALPHAC