Making it happen
The Problem
A wide variety of tourists visit the valley with different expectations. There's a demand for different values over time when they live with us. Sometimes they need a well lit inspirational space that's quiet, or a cozy place to vibe with other travelers and then party on the weeknights.
1 Space, Many Place
There are 2 large space in the property, both being used to serve food:
•Indoor cafe
•Outdoor courtyard
•Outdoor courtyard
In the winters, everyone would require shelter from the cold Himalayan breeze. A fireplace helps but the amount of wood needed to warm a large open area rises disproportionately, not to forget the monsoons when fire has a little trouble keeping up.
The cafe has a great view including necessary work infrastructure like power backup and connectivity that can enable a workplace. A scheduling policy will help to keep the noise down during work hours and later keep the blasting music away from the rooms. This is perfect for remote workers and also those who prefer the nightlife.
In contrast, a sunny courtyard in the morning energizes tourists before they head out exploring and when they are back and need rest it's comfy, relaxing and if there's still an itch to keep the good times going then the cafe is just a breath away.
The Vision
To create a space where people don't just come to eat or drink, but where they feel inspired by the ambiance, captivated by the atmosphere. We wanted to craft a place where every detail, from the décor to the menu, is carefully curated to evoke a sense of self-reflection and wonder.
Welcome to Free Culture, where every moment is an invitation to immerse yourself in an unforgettable experience. Nestled in the heart of Parvati Valley in Himachal, Free Culture is more than just a café—it's a sanctuary for the senses, a haven where time seems to stand still, and every corner is infused with creativity and innovation.
The Creative Process
• The idea for the Mythical Café stemmed from a conversation with Parmjeet, a fellow designer enjoying remote work in the valley, who expressed a desire for the café to be more than just a place to eat.
•Inspired by the concept of creating an immersive ambiance, the idea of a "Cloud Ceiling" & "Graffiti" was proposed, aligning with the brand's spirit of providing a unique and limitless experience.
•The concept was envisioned to incorporate a mystical graffiti mural on one wall, representing a creature symbolizing the chaotic balance between Anger and Calmness, surrounded by dreamy clouds. Remaining walls would have a view out into the vast valley.
•The combination of reflective graffiti, dynamic lighting, and cloud ceiling creates an immersive and visually stunning experience for guests, enhancing the ambiance and atmosphere of the Dragon Graffiti Café.
Creative Innovations
•To enhance the sensory experience, UV reflective acrylic paints were applied to the graffiti mural, ensuring it reacted to specific wavelengths of light and daylight, as well as artificial lighting.
•Addressable LED bulbs with a brightness of 100 lumens were chosen for the ceiling lights, totaling 150 meters in length and spaced 10 cm apart. The arrangement of the lights was meticulously planned and tested to achieve the desired effect.
•The LED lights were programmed to respond to sound using audio sensors, allowing the graffiti mural to change appearance dynamically based on the music or ambient noise in the café.
•To create the cloud effect, polyester-based Polyfill cotton was utilized for its low density and transparent nature. The cotton was arranged and attached to the ceiling using spray adhesive, covering the entire ceiling area and concealing the LED lights beneath.
Guest Experience
100% more orders/table | Guests spending 250% longer
