A few weeks ago, I attended a coffee tasting hosted at a local coffee shop in Toronto. As someone who is a coffee enthusiast and environmental designer, I left thinking less about what I’d tasted, and more about what I’d experienced. The setup was quite simple: three tables, twelve coffees, spoons, cups, a projector, and a crowd of curious people ready to taste. The room felt open, comfortable, and unassuming, truly a space that encouraged curiosity and conversation. The barista who led the tasting, guided everyone through the process with passion. We learned about each coffee’s origin, varietal, and process but more importantly, we learned the story behind each one.
People who had never met before began sharing reactions and opinions. You could feel the sense of connection forming in real time. That was the moment it clicked for me, this wasn’t just a coffee tasting.
It was an experience that built community. As designers, that’s what we’re always trying to help brands do — create spaces that don’t just sell products, but foster belonging. What this cafe did so well was show that education and experience can be the most powerful tools for connection. They weren’t telling us why their coffee was great; they were showing us. Through taste, touch, and story, they created an emotional bond with everyone in the room.
For business owners, there’s a valuable lesson here. People crave authenticity and participation. They want to understand the craft behind what they consume, and to be part of something that reflects their values. Hosting workshops, tastings, or behind-the-scenes sessions gives customers a reason to connect beyond the transaction. It builds trust, memory, and loyalty, all things that marketing alone can’t achieve. Design plays a key role in making that possible. Spaces that are flexible, open, and approachable make it easier for people to gather and engage. They communicate that everyone’s welcome, whether they’re a long-time regular or stepping in for the first time.
I left the tasting reminded of why I love design and coffee. They’re both about connection between people, senses, and stories. When design and experience work together, brands stop being places people visit and start becoming places people belong to. At the end of the day, it’s not just about the product, it’s about how the experience makes people feel. And that feeling is what keeps them coming back.
