- Interior
In the heart of New Zealand, amid the vibrant city of Hamilton, Studio 11:11 has made its mark with a surprising design for coffee bar Grey Roasting Co. Deeply rooted in the world of design and creation, it is a versatile studio that operates in a variety of disciplines. Their work spans the boundaries of interior architecture, interior design and objects, forming a coherent whole with one collective narrative.
What characterises every studio 11:11 project are the core concepts of functionality, simplicity and creativity, which guide every artistic expression. The former serves as the foundation of every concept and forms the backbone of the designs. The studio strives to create purposeful objects and spaces that are not only aesthetic, but above all serve the end user. In a world where trends come and go, the team prefers practicality over superficial fashions, creating timeless designs that offer lasting value. Moreover, according to the Australian agency, a content is the result of thoughtful design. A sense of calm and serenity is created through the use of a natural and neutral colour palette, understated shapes and the elimination of unnecessary elements. 
In the search for the essence of beauty, the studio finds its inspiration in the power of simplicity, reducing complexity to its purest and most effective form.Craft, an amalgamation of craftsmanship and creativity, is central to their approach. It approaches craftsmanship with sustainability as its guiding principle, intending to create works that will stand the test of time.It embraces the natural aging and patina of materials, giving each piece a unique character that only becomes richer with the passage of time. With a deep connection to local artisans and the use of the finest materials, 11:11 weaves a story of sustainability and authenticity through each project. Working with talented artisans adds an extra layer of meaning to their designs, with each detail carrying an artisanal touch that elevates the whole. In short, the team goes beyond creating physical objects; it embraces the art of design as a philosophy of everyday living. Striving for timeless elegance, practicality and artisanal perfection, they continue to inspire the world of design, where creativity and functionality go hand in hand. 
Het esthetische en tastbare vakmanschap maakt de ambiance compleet
In early 2022, founder and director, Dove Chen, approached Studio 11:11 to create a flagship location.Here, coffee production and consumption were to merge into an integrated showcase, centred on the expertise and hospitality of his team.The roastery and tasting room had to become a space where the coffee bar team called Grey Roasting Co could excel as hosts, performers and educators; where customers could experience a unique café experience, immersed in the entire process from bean to cup. 
Every aspect of coffee production is approached with meticulous care and presented with immense pride. A strong bond of 'whanau', a Maori word meaning family and community, unites the staff and extends to all customers of Grey Roasting Co. Overlooking the tree-lined banks of the Waikato River, the design team initially stumbled upon a south-facing concrete basement. Thanks to their range of premium coffee beans and a team of award-winning baristas, they meet all expectations. Every aspect of coffee production is approached with extreme care and presented with immense pride. Australian design studio 11:11 once again demonstrates the variety of their portfolio.
Want to read more about this impressive talent? You can read about it in the Spring 2024 edition of Imagicasa Magazine.
Interior design & styling by Studio 11:11
Photography by Thomas Seear-Budd
Cabinetry and furniture by King & Co
Construction by Mackay Construction
Text by Elke Aerts