Why do people 'want to go back' to that shop? Scientifically analyzing the 'comfort' that customers cannot put into words

"The food is delicious and the service is polite.
But more than that, for some reason, I want to stay a long time."
"It's not a flashy interior, but before I know it, I'm always sitting in this seat."

Shops that customers 'choose by feeling, even if they cannot put it into words' have something in common.
It is a meticulous 'design of comfort' hidden behind visual beauty.

We believe that design is not just about creating a stylish space.
From the moment a customer opens the door until they take their final step outside.
It is the accumulation of quiet consideration to turn that entire time into a 'happy experience'.

This time, we will unravel the invisible secrets of design that we at ODG cherish—secrets that gently cater to the customer's five senses and transform a shop into a 'special place in daily life'.

1. The harmony of textures that determines the 'body temperature' of a space

When thinking about '[store design comfort]', the first thing we are conscious of is the 'body temperature' of the space. People do not stay long in a space that feels cold. Conversely, if the warmth is too strong, it feels 'heavy'. It is the combination of materials (texture harmony) that creates this exquisite balance.

For example, even if there is an inorganic concrete wall, we combine it with a 'solid wood counter' that feels warm the moment you touch it.
Or, we create irregularities in a 'plaster wall' that softly reflects light.

People measure the temperature of a space with their skin more than with their eyes.
There is a reason for every material ODG chooses.
"How does it feel the moment you rest your elbows when drinking coffee here?"
"What is the sensation transmitted to your back when you sit in this chair?"
When each of these textures creates harmony, the space acquires a comfortable 'body temperature', and customers instinctively begin to feel relaxed.

2. The golden ratio of 'physical distance' and 'emotional distance'. How to protect personal space

Another major element that determines comfort is the 'design of distance'.
No matter how wonderful the interior is, you cannot truly relax in a space where the next seat is too close or you are constantly aware of the staff's gaze.

We design 'personal space' in centimeter increments.

• Counter depth: A width that makes you feel secure that it is your own territory when a drink is served.

• Chair height and sink: An angle that is appropriate for the distance to the table, allowing you to naturally straighten your back without getting tired.

• Aisle width: An exquisite margin that ensures you don't feel startled by the wind or presence when staff pass behind you.

Such fine-tuning of physical distance leads to the customer's 'peace of mind'. The calculated 'sense of being enclosed' makes you forget the hustle and bustle of the city and creates a luxurious moment where you can immerse yourself in your own time.

[Store design success story] The essence of design lies in a natural harmony so seamless that customers don't even realize it is 'designed'.

△ Please also check out our past articles ^^

3. The true nature of invisible 'hospitality' played by light and sound

Hospitality is not completed by the staff's choice of words alone. Is the space itself prepared to gently welcome the customer? The keys to this are 'light' and 'sound'.

As I mentioned in the previous 'Lighting' section, light becomes a stressor if it is too strong, and it stirs anxiety if it is too weak. At ODG, we design lighting to dramatically illuminate only the food and the tabletop, while ensuring that the light source does not directly enter the customer's field of vision.

And something that is surprisingly often overlooked is the resonance of 'sound'.
There are times when a lively shop is good, and there are times when the silence of a library is required.
By calculating how sound reverberates based on wall materials, we create a 'soundscape' where conversations sound pleasant and surrounding noise is not distracting.
A state where the five senses feel no stress is the first step toward the ultimate hospitality.

4. The sense of openness and peace brought by 'lines of sight'

Even in a small space, there are shops that somehow feel spacious and open.
This is because the 'lines of sight' have been calculated.

The moment you sit down, you can see the greenery outside the window.
Or, the liveliness of the kitchen is subtly visible at the edge of your vision.
Instead of the gaze hitting a wall and stopping, by letting the customer feel a 'story' or 'expansion' beyond it, the human heart feels suddenly lighter.

Conversely, there is also a technique of creating a 'cozy, tucked-away feel' like a hideout by intentionally blocking the line of sight.
What is the first thing a customer sees when they sit in that seat?
Designing that momentary visual experience is the secret to creating a shop where people want to stay longer.

5. 'Attachment' grows over time. The conditions for a space that blends into the city landscape

The ideal shop design we envision is not complete the moment it opens.
Customers sit, staff move, the scent of coffee soaks into the walls, and time flows.
By being used in this way, the space 'grows' little by little.

As the days go by, the floor gains a luster and the brass handles deepen in character.
A shop that, in this way, grows more endearing as time passes and blends into the landscape of the city.
That is what becomes 'another place to belong' for the customer, and a shop that is loved across generations.

Rather than chasing fleeting trends, we create places where people will think 'I'm glad this shop exists' 10 or 20 years from now.
That is ODG's pride and our promise to our customers.

△ Please also check out our past articles ^^

6. Summary | Design is reserving a 'happy time' for the customer

Design is not merely decoration or good looks.
From the moment the customer opens the door until they take their final step outside.
It is the accumulation of quiet considerations to turn all that time into a 'happy experience'.

A customer saying 'I want to come back' is proof that those considerations have reached them. We will continue to give shape to this 'invisible comfort' that touches the customer's heart, more than just visible beauty, at every single site.

What is the most relaxing place in the world for you?

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Tomorrow, when you go to your favorite shop, try to search for that sense of comfort within yourself by asking, 'Why do I like this place?'
That discovery will be a major hint for creating your own ideal shop.

▼ Shall we create a shop that customers 'never want to leave' together? ODG will translate your vision into a space that resonates with the five senses. ODGOfficial Website: Click here for free consultations and inquiries