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After the completion of this
flagship cafe, there are expected to be an additional 300
Juan Valdez locations in the United States in the next three
years. While they probably won't have the budget and size
of this Midtown location, this design sets a decent precedent
for a chain that will need to set itself apart from not only
the Starbucks but also the McDonald's as everybody tries to
tap into the astronomical popularity of coffee in this country.
The dynamic contrasts of dark/light, hard/soft, orthogonal/flowing,
and so forth -- meant to exhibit the coming together of Colombian
and American cultures -- should help do the trick. |
