XIV EDITION
BLD Creative
“Redesigning a heritage space isn’t about chasing trends, it’s about future-proofing a legacy”
Pria Rajput
Repositioning + Creative Strategist
It’s like remastering a classic album, you keep the heart but elevate the experience. The Kitsilano location’s beachy, laid-back vibe is sacred, so we’re doubling down on natural textures like reclaimed wood and soft, organic lighting. But we’re modernizing the flow: reorienting the retail area to guide customers from the door to the till, past shelves of coffee bags displayed like art, think warm-toned custom millwork with cool earthy materials. The goal? Make it feel familiar but fresh like your favorite sweater, tailored to fit better.
PRIA:
49th Parallel’s Kitsilano spot is iconic. How do you update a beloved space without losing its soul?
DN:
Ever walked into a cramped shop and bolted after grabbing your order? Bad flow kills vibes and sales. For 49th Parallel, I am redesigned the layout to create a “journey”: pause at the coffee bags, linger at the pastry case, glide to the till. The custom millwork isn’t just pretty, it’s strategic. Slimmer benches with hidden storage free up space, while curved banquettes mimic the beach’s natural curves. And the new digital menu board? It’s not just for efficiency; it’s a dynamic storytelling tool. Imagine highlighting a seasonal latte with a looping video of the Ethiopian farm where the beans were sourced. That’s how you turn a transaction into a moment.
PRIA:
Why is retail flow such a big deal for a café?
DN:
Branding is in the details. The till is now a focal point, a sleek, minimalist counter. The custom millwork (hello, floating shelves with coffee bags angled like museum pieces) reinforces their craft-roaster identity. For Gen Z, aesthetics are non-negotiable. If your space isn’t photo-worthy, you’re not just losing a sale, you’re missing a potential viral post.
PRIA:
You are doing custom millwork for this project. How do these details impact branding?
DN:
Gen Z values authenticity and community. They’re drawn to spaces that feel unique and inclusive. Take Toronto’s Stackt Market, built from shipping containers, it hosts rotating vendors, live music, and public art, creating a dynamic, social vibe. At BLD, we apply this by designing flexible interiors (think movable furniture for Instagram moments) and partnering with tenants that reflect Gen Z’s values, like eco-friendly brands or cafes with free coworking zones. These strategies don’t just attract younger crowds, they make spaces more appealing to everyone.
PRIA:
What’s the bigger picture for BLD in projects like this?
DN:
Redesigning a heritage space isn’t about chasing trends, it’s about future-proofing a legacy. For 49th Parallel, BLD’s refresh honors their roots while aligning with today’s demands: seamless flow, immersive branding, and spaces that work as hard as the staff. The result? A café that’s not just a pitstop, but a destination.
Got a space that needs a glow-up? Let’s brew something brilliant.
