Designs

Urban Coffee Farm and Brew Bar

By HASSELL

  • Urban Coffee Farm and Brew Bar

    Urban Coffee Farm and Brew Bar

  • Urban Coffee Farm and Brew Bar

    Urban Coffee Farm and Brew Bar

  • Urban Coffee Farm and Brew Bar

    Urban Coffee Farm and Brew Bar

  • Urban Coffee Farm and Brew Bar

    Urban Coffee Farm and Brew Bar

  • Urban Coffee Farm and Brew Bar

    Urban Coffee Farm and Brew Bar

About the project

The Urban Coffee Farm installation transformed Melbourne’s Queensbridge Square into a relaxing urban jungle complete with tasting café.
The Urban Coffee Farm and Brew Bar was designed by HASSELL for the 2013 Melbourne Food and Wine Festival themed ‘The Bounty of Earth’. As a tribute to Melbourne’s love affair with coffee, the design team transplanted the world's exotic coffee growing origins to the CBD, providing a fun and informative festival centrepiece and an exciting new urban landscape for visitors to explore.

Installed on Queensbridge Square's ‘red stair’, the Urban Coffee Farm reinterpreted a terraced plantation using three shipping containers, 1,500 timber pallets, 1,400 tropical plants and 175 coffee trees to create an abstracted, modulated, urban jungle. The tiered landscape was configured to create a calm clearing in the sometimes windy and inhospitable public plaza. The stacked pallets and terraced trees created comfortable, shaded spaces for visitors to sit, chat with friends and enjoy a perfectly brewed cup of coffee. An educational narrative was also integrated to illuminate the process of preparing coffee cherries for export, and their journey from plantation to cup.

Sustainability was of critical importance to the design approach. All materials were low cost and low impact, with items recycled or repurposed at the end of the event, ensuring nothing went to landfill.

Core to the Melbourne Food and Wine Festival’s multifaceted marketing campaign, the temporary landscape provided a powerful platform for promotion, delivering historic increases in visibility and attendance. Over 17 days, the Urban Coffee Farm brought over 70,000 festival visitors together in an engaging public environment. In addition to a great festival vibe, the project fundamentally (although temporarily) changed the space in which it was located. The landscape energised an otherwise hard and empty city location, inviting people to view the CBD from a friendlier, greener vantage point.

Project credits:
Urban Coffee Farm and Brew Bar for the Melbourne Food and Wine Festival
Designer | HASSELL
Collaborators | Aurecon, Schiavello, Warners Nursery
Photography | Bonnie Savage