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19 Dec -Judging
05 Jan 2026 -Winners Announced
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Dutch Smuggler - Martin Place
Dutch Smuggler - Martin Place / INCO Studio Pty Ltd | Interior Design - Hospitality - Casual
Image Credit : Felix Mooneeram
Project Commissioner
Project Creator
Project Overview
Set within one of Sydney’s busiest transport hubs, Dutch Smuggler - Martin Place offers a surprising sense of calmness. Designed for a slower kind of coffee moment, it flips the expectation of a fast, transactional cafe in the heart of Sydney CBD.
The design centred around an open brew bar - no coffee machine between barista and customer. This layout invites conversation and connection, reinforcing Dutch Smuggler’s focus on hospitality and craft.
The palette is bold but grounded: deep navy walls, textured plaster, warm timber, brushed bronze, and cobblestone flooring. These materials work together to create a space that feels rich, layered and calm.
The space uses dark navy tones, warm timber, brushed bronze, and textured stucco to create a grounded, sensory environment. Every detail, from the stone floors to custom signage, was chosen to reflect the brand’s roots in quality, individuality, and craft.
Team
Jayson Lee Ami Siyan Gaby Herbosa Danyin Zhu
Project Brief
The mission was to counter the city's pulse with a place that demands presence. In a busy metro station where speed is currency and most customers want their coffee in minutes.
The project brief was to create something against the norm: to transform a transient location into a welcoming spot for coffee enthusiasts. The brand developed by INCO Studio is bold, strong, but with a hint of nostalgia. The new space is a reflection of Dutch Smuggler's brand ethos. The space incorporates an open brew bar, where the barista and customer can engage directly, transforming the simple act of getting coffee into a genuine ritual, fostering connection, and elevating the appreciation for quality.
Project Innovation/Need
The project's key focus lies in its core concept: introducing a slow coffee bar as a deliberate counterpoint to its high-traffic, fast-paced location. Instead of competing on speed, we established a clear differentiator based on quality and experience. The design strategically removes the physical barrier of a large espresso machine, creating an open bar that facilitates a more intimate and educational interaction between the barista and customer. This not only elevates the coffee experience but also serves as a critical business strategy. By offering an immersive, unique ritual, Dutch Smuggler provides a strong value proposition that sets it apart from competitors and cultivates a loyal following in a market that prioritises instant gratification.
INCO Studio works closely with the client to establish the brand in the saturated Sydney coffee scene and ensure the brand ethos translates seamlessly into its physical representation.
Design Challenge
The main design challenge was to provide a sense of refuge and focus in a busy confined space while also serving as a powerful visual attraction to the onlookers.
Our solution was to sculpt a narrative of calm by anchoring the coffee bar at the storefront, transforming it into a compelling focal point and a visual display, shaded by the olive tree. This strategic placement creates a natural flow, guiding customers and giving a sense of purpose to the space. The material selection balances refinement and durability. We select materials that can withstand high foot traffic, whilst feeling tactile and elevated. This approach ensures the space is both functional and aesthetically true to its purpose.
Sustainability
Our approach to sustainability was centred on the principles of economic longevity and enduring quality. By selecting highly durable, premium materials from the FSC-certified timber product to carbon-neutral porcelain slab, we ensured the space would withstand the rigours of its high-traffic location without the need for frequent renovations. This reduces both future costs for the business and the environmental impact of material waste. By creating a compelling and unique space that drives business and secures its commercial success, the design functions as a critical investment, contributing to the long-term viability and profitability of Dutch Smuggler.
Interior Design - Hospitality - Casual
This award celebrates innovative and creative building interiors where people eat and drink - this includes bars, restaurants, cafes and clubs. Judging consideration is given to space creation and planning, furnishings, finishes, aesthetic presentation and functionality. Consideration also given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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