Joey Kramer, drummer for Aerosmith and founder of the Rockin’ & Roastin’ coffee brand, opened the coffee concept’s flagship cafe on July 1, 2016. HFA team member, Meghan Vincent, designer and project coordinator for this rockin’ adventure, shares some insight this exciting project, her brief brush with fame, and the experience of getting to share our architectural design expertise with the world.
It isn’t every day that a rock star walks into your office for a design review meeting, but that’s exactly what happened to us in 2014. Joey Kramer, drummer for Aerosmith, had developed a highly successful organic coffee business and wanted to open a flagship café in North Attleborough, MA.
Ernie Boch’s team contacted us to be the design architect, and before we knew it, we were presenting design sketches and material swatches to a full-fledged celebrity. Most architects can only dream of designing a signature flagship café with all the bells and whistles (or drums and cymbals!), but that’s exactly where we found ourselves. We really turned it up to 11 on this one, and I’d be lying if I said I wasn’t nervous walking into the conference room that day; but we concluded the meeting with smiles on everyone’s faces (and yes, one selfie) and excitement to see the design come to life.
Fast-forward two years and Joey Kramer’s Rockin’ & Roastin’ Café is now open for business. The design of this store celebrates two separate but equally important things: coffee and rock ‘n roll! Entering the café is a surreal experience that is equal parts coffee shop, night club, and rock-and-roll theme restaurant. As you arrive onsite, if the dragon on the side of the building doesn’t draw you in, the color-shifting prismatic orange ACM panels will. This store really shines from the street, making it hard to miss! As you proceed through the ample patio space, an octagonal illuminated platform with concert stage lighting illuminates Joey’s custom-painted “Monster”
drum kit from Aerosmith’s most recent concert tour just as you walk in the main door.
Rich, luxurious finishes evoke a Euro glam feel on the interior, with red tufted leather “VIP” booths, animal print ottoman seating, metallic wallpaper, bronze chandeliers, and illuminated accents. Shadow boxes that display music memorabilia, some from Joey’s own collection, line the walls, while a soffit skinned with cymbals and a custom drum light fixture round out the rock ‘n roll design thread weaved throughout the store. A curved illuminated soffit in the shape of a guitar (Joe Perry’s Gibson, to be exact) highlights the main attraction: the coffee. The cashier and handoff counters are highlighted to match the soffit, thus defining this unique coffee service area.
A few takeaways from this experience: a beautiful architectural design project to boast about, the
experience of helping advance a brilliant and innovative new coffee/café concept, and a new addiction to the Rockin’ & Roastin’ Nitro Cold Brew (who can say no to coffee on draft?). We are extremely happy with how this project turned out. If you find yourself in the area, be sure to stop by and visit this truly one-of-a-kind coffee shop. And don’t forget to #RockOnRoastOn!