In 2015, Huge did a funny thing. The design firm—best known for digital experiences like websites—opened a coffee shop.
A “modern, simple, clean” coffee shop, one Yelper puts it, with bare wood finishes and Japanese small plates that could placate any aging hipster.
But soon its customers will see that it’s not just any coffee shop. The shop will eventually enable a customer’s phone to auto-order her coffee on the way to the store, thanks to GPS, which can order for her when she’s nearby. And the cups will have sensors that can see when a customer is low on crude so employees could bring them a refill. “Digital is imbued through the entire system . . . but it’s not like there are giant flat-panel screens all around,” says Huge CEO Aaron Shapiro. Huge is building a coffee shop of the future that will actually