12 Matcha on Bond: Is it Worth the Hype? A Designer's Take on the Space & Experience

The recent opening of 12 Matcha on Bond Street has generated considerable buzz, prompting me to experience it firsthand. On the third day since its debut, I arrived at 8:51 AM, just nine minutes before their 9:00 AM opening. Early Saturday mornings in the city are typically serene, and my walk from 14th Street to SoHo was no exception, with notably empty streets. However, upon turning onto Bond Street, I was met with a line extending half a block, a testament to the anticipation surrounding this establishment.

Interior Architecture and Design

Upon entering, the space immediately conveys a sense of openness and tranquility. The high ceilings and north-facing windows allow for an abundance of natural light, creating an airy ambiance. The centerpiece is undoubtedly the matcha bar, adorned with emerald green glazed ceramic tiles that add a vibrant yet sophisticated touch. A distinctive feature of the bar is the series of unique water vessels containing large charcoal sticks, designed to neutralize the water's pH levels—a thoughtful integration of form and function.

The central staircase, wrapped in rich walnut wood handrails, serves as both a functional element and a design statement, seamlessly connecting the levels of the café. The walls are painted in a neutral light gray, providing a subtle backdrop that allows the carefully curated floating shelves to stand out. Positioned to the left upon entry, these shelves showcase the accessories used at the bar to prepare matcha, offering patrons insight into the artistry behind their beverages.

True Hospitality: Setting the Tone Before Entering

True hospitality lies in the moments prior to entering a space. It’s the energy and connection established by the first point of contact that sets the tone for the experience. Any food and beverage space that prioritizes hospitality understands the importance of this initial interaction, and 12 Matcha is no exception. From the moment guests approach the café, they are met with an inviting atmosphere that enhances the anticipation of what’s to come.

Customer Experience and Service Flow

The layout thoughtfully guides guests through a curated journey. As you enter, there is an opportunity to peruse the merchandise before placing an order. This design not only engages customers but also enhances the overall experience by allowing them to observe the meticulous preparation of their matcha. This transparency invites patrons to capture photos and videos, naturally encouraging social media sharing and fostering organic promotion.

From a hospitality design perspective, the emphasis on guest interaction is commendable. Two senior staff members greeted those in line, creating a welcoming atmosphere from the outset. By the time I reached the point-of-sale station, the staff member felt like a familiar acquaintance, expressing gratitude for my patience, inquiring about my wait time, and cheerfully addressing any menu questions. This level of personalized engagement exemplifies exceptional customer service.

The Matcha Experience

As an avid matcha enthusiast, I was impressed by the superior quality of the offerings at 12 Matcha. The vibrant green hue of the matcha indicates its freshness and high grade. The preparation process is executed with precision: each serving is meticulously weighed, and the water temperature is carefully controlled using traditional clay containers. The matcha is then whisked with a stainless steel implement, ensuring a smooth and frothy consistency. This attention to detail results in a beverage that surpasses local counterparts like Kettle and Matchaful.

Furniture and Seating

With over two decades in interior architecture design, I appreciate the harmonious blend of custom and vintage furniture within the space. The custom tables and chairs are well-proportioned, offering comfort and aesthetic appeal. However, the pairing of vintage tables with certain chairs presented some ergonomic challenges; the chair height felt slightly elevated, while the tables seemed comparatively low. This discrepancy may be intentional, perhaps aiming for a particular aesthetic or experience. Nonetheless, I would recommend considering lower stackable stools to achieve a more balanced and comfortable seating arrangement.

The lower level exudes a serene ambiance, bathed in soft natural light. It appears to function as a private tasting room designated for employees, adding an element of exclusivity to the establishment. The downstairs restroom maintains the design ethos, featuring Toto plumbing fixtures and simple black tiles on the floor and walls, ensuring a cohesive aesthetic throughout the space.

Final Thoughts

12 Matcha offers a thoughtfully designed environment that seamlessly integrates aesthetic appeal with functional excellence. While the experience is undoubtedly worth recommending, the prospect of enduring a 40-minute wait is less appealing to a native New Yorker accustomed to the city's pace. Nevertheless, with a free morning and in celebration of my birthday, exploring this much-discussed spot was a worthwhile endeavor.