Joe & The Juice Redefines Its Global Store Concept With Scandinavian-Inspired Design by Dara Huang
Joe & The Juice, the Copenhagen-founded lifestyle and juice brand, has unveiled a new global design identity developed in collaboration with architect and designer Dara Huang of Design Haus Liberty and Dara Maison.
The reimagined concept moves away from the brand’s traditional all-black interiors with bookshelf wallpaper, embracing instead a warm, Scandinavian-inspired aesthetic that reflects Joe & The Juice’s Danish roots.
At the heart of the redesign is the Danish concept of hygge—a word that captures a feeling of coziness, comfort, and conviviality. The new spaces feature intimate nooks and crannies, soft textures, and layered lighting schemes designed to encourage guests to linger. Libraries and lounge-like seating areas create a home-like atmosphere where friends can gather, while overhead pendant lighting is used to form more intimate zones and lower the visual scale of larger spaces.
Materiality & Palette
The design introduces cream plaster walls and ceilings for a bright yet calming backdrop, first rolled out in Middle Eastern locations. A bespoke furniture line was also developed to reinforce the Scandinavian aesthetic. Two palettes were created—light oak for a classic Nordic feel, and darker woods to harmonize with Middle Eastern contexts, symbolically merging cultural sensibilities. Marble surfaces were introduced to elevate the fast-casual dining experience, positioning Joe & The Juice at the more premium end of the retail spectrum.
Furniture Innovation
Designed in collaboration with Sebastian, the furniture is deeper and more comfortable than conventional fast-food seating, encouraging guests to stay longer. The collection is modular and scalable, developed with global rollouts in mind. Banquette seating, for instance, was designed in multiple module sizes with built-in tolerances, enabling efficient manufacturing and installation across diverse geographies. Durability was also a central challenge: pieces were engineered to withstand desert heat and sandstorms, coastal climates with high salt content, and daily outdoor storage in wetter environments.
Cultural Adaptability
The design also responds to cultural nuances across Joe & The Juice’s global portfolio. American stores emphasize large communal tables, while other regions favour more individual or gender-specific seating arrangements. These insights informed furniture proportions, layouts, and comfort levels tailored to each location’s social context. Airports, for example, were designed with more back-of-house storage and higher turnover seating, reflecting faster revenue cycles.
New Era of Fast Food Design
Beyond aesthetics, the design addresses shifting operational needs in food service. With the rise of app-based delivery, layouts now consider directional customer flow, separating dine-in areas from pick-up zones for efficiency. The result is a flexible, future-ready model that accommodates both physical and digital service.
Back to the Roots
Ultimately, the new concept restores Joe & The Juice’s connection to its Danish heritage. By blending Scandinavian design principles with global adaptability, the spaces capture the brand’s joyful culture while offering a sophisticated, elevated customer experience.
“Design plays a powerful role in creating community,” says Dara Huang. “This concept not only redefines the fast-food environment but also celebrates Joe & The Juice’s founding spirit—a place that feels welcoming, uplifting, and uniquely Scandinavian.”