Today, Araku offers a new coffee experience that goes beyond fair trade principles by creating a direct link between farmers, experts and customers.
This pioneering spirit of transparency and sharing is seen across the entire brand. Its colourful packaging that departs from traditional coffee industry standards, its store with a central counter and its online store strategy, all of this invites customers to discover Araku's coffees, its valley, its farmers and all of its teams and partners.
THE PARIS STORE AT 14, RUE DE BRETAGNE
NOT YOUR AVERAGE STORE
The vitality of India meets French tradition in this 45 m2 store. The zinc countertop, concrete floors and mouldings make the store look like a classic French café, but the store's colours and nature-inspired displays make customers feel like they're walking into the Indian valley itself.
A PEEK INTO ARAKU VALLEY
Nature is everywhere in the store from drawings and textiles to materials and plants. It's like taking a trip to India. There is a map sculpted into wood depicting a village and parcels of land showing the growing plots of Araku. Their context in the valley will be displayed through photo exhibits in the basement.
A WORLD WITHOUT BORDERS
Araku wanted to pass on its passion and share its coffee culture, so it designed the store without barriers between the baristas and customers. As with its online digital experience, where visitors to the website dive into the Araku world, shop customers can also explore using tablets and monitors provided in the store.
TASTE THE NOW
The atmosphere in the store is all about sharing the world of coffee, tasting, enjoying, and learning the techniques. Customers can order and drink their coffee any way they want, from dripped and Chemex filtered to espresso.
For those who love good food, there are also chocolates and biscuits:
- Organic Hervé Robin chocolates
- Organic shortbread biscuits
- Organic biscuits from SuperNature by Catherine Kluger
In addition to the classics, each Araku partner has created their own special recipe using Araku coffees.