AWAY TRAVEL: CONCIERGE CAFE
WHERE RETAIL MEETS THE ROMANCE OF TRAVEL
RETAIL POP-UP | BRAND ACTIVATION | ENVIRONMENTAL DESIGN
To celebrate the launch of Away’s Aluminum Edge collection, we developed Concierge Café—a multi-city pop-up inspired by the golden age of travel. Drawing from the romance of vintage hotels, first-class lounges, and mid-century hospitality rituals, the experience reframed retail as destination, inviting guests to step into a slower, more cinematic era of travel.
Retail became a lounge—an invitation to linger.
In Williamsburg, the activation unfolded as a hidden speakeasy tucked into the annex of Away’s store, created in partnership with Onyx Coffee. Guests moved from the energy of the shop floor into an intimate café layered with warm materials, nostalgic detailing, and elevated espresso service that echoed classic concierge culture. Travel books curated throughout the space encouraged visitors to pause, explore destinations from New York and beyond, and imagine their next trip.
A series of postcards invited guests to write to their future selves—manifesting the journeys they hoped to take. Completed cards were dropped into an on-site mailbox and mailed back later, extending the experience beyond the store and turning inspiration into intention.
Beyond New York, the concept took to the street. In Boston, Georgetown, and Chicago, vintage cars were outfitted as mobile espresso bars, parked curbside to create spontaneous moments of discovery. Serving coffee from the trunk transformed everyday retail frontage into a cinematic brand encounter—bridging heritage craftsmanship with contemporary city life.
Concierge Café translated the nostalgia of Aluminum Edge into a layered brand world—part hospitality concept, part retail installation—expanding Away’s physical footprint into something experiential, transportive, and deeply memorable.
A cup of coffee became a ritual of anticipation.
AT-A-GLANCE
CLIENT: AWAY
TYPE: Brand Activation, Retail Pop-up
LOCATION: Brooklyn, Boston, DC, Chicago
ACTUALIZATION: Pop-ups featuring coffee and travel inspiration in key markets
OUR ROLE:
Graphic Design
Collateral + Packaging
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Custom FF+E Design
Production + Build Management
Staffing
Permitting
Fabrication Oversight
Installation Oversight
PROJECT GALLERY
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