A space for attitude, craftsmanship, and coffee
“When space, craftsmanship, and coffee come together, the result is more than just a place—it’s a feeling. One that lasts.”
In the heart of the industrial park, the founders of WOKE.UP Kaffee have created a coffee roastery that goes far beyond just good coffee. Here, philosophy, craftsmanship, and interior design come together—united by a commitment to making quality visible and tangible. Amidst concrete finishes, oak wood, and colorful packaging, our Retrostar furniture stands as part of this overall concept: not as decoration, but as a deliberate component of a space designed to help people slow down.
In this interview, the founders of WOKE.UP talk about bold decisions, their trip to Colombia, ethical trade, and why interior design is just as much about emotion as coffee is.
What was the moment when the idea for WOKE.UP turned into a real business—and what gave you the final push?
The journey to WOKE.UP was a process—but the final push came at a very clear moment.
The desire to do something on my own had been there for a long time. What was missing was the courage and confidence to actually take that step.
It wasn't until we embarked on our extended journey that things changed. We quit our stable jobs, sold our house, and traveled through Scandinavia in our own van. That time gave us the space to rethink things—and the courage to make decisions.
Back in Germany, our initial plan was to start a coffee roastery together with our partners. But it quickly became clear that our visions and ideas were at odds. It was clear to us that we didn’t just see coffee as a product; we wanted to run our business with integrity—especially given that, as a queer couple, we had to stand behind what we were doing.
That's why we decided to go our own way.
At the same time, it was important to us to truly understand the source. We traveled to Colombia and were able to establish initial relationships with farmers and an importer there. This gave us a huge boost and was a great help, because it allowed us to lay the groundwork for direct, responsible trade at an early stage.
WOKE.UP was born out of this interplay of courage, trust, and a clear stance.
Not a loud starting gun—but a very deliberate decision.
You source your beans exclusively from countries where LGBTQ+ rights are respected. What does this deliberate restriction actually mean for your work—and for the taste in the cup?
Our decision affects everything—from the selection to the taste in the cup.
We carefully select our countries of origin. This gives us a clear framework: focused, streamlined, and with a distinct character. Yet within this framework, we don’t find limitations, but rather diversity. Different regions, processing methods, and profiles—deliberately exclusive rather than chosen at random.
While many roasteries define themselves based on specific criteria, we look at the bigger picture: the context in which coffee is produced and whether it’s a good fit for us.
This clarity is transforming the way we work. It forces us to look more closely, make more informed decisions, and ensure that quality is not left to chance.
And that’s exactly what you taste in the cup: coffees with a distinct profile, their own unique character, and a selection that comes together harmoniously.
When someone walks into your space for the first time: What feeling do you want to evoke—and how did you design the interior to achieve that?
When someone enters our space, they should immediately get a sense of quality—quality you can see before you taste it.
Our guests often arrive with very different expectations—precisely because we’re located in an industrial park. That made it all the more important for us to create a space that surprises. Clean, calm, and sophisticated—yet vibrant at the same time.
Our approach to coffee is reflected precisely in that. Because before anyone takes their first sip, they take in the space. Materials, colors, textures—for us, all of that is part of the overall experience.
Our packaging deliberately incorporates color and movement. The furniture picks up on this dynamic, but in a more subdued, minimalist form. The result is an interplay that is not loud, but certainly noticeable.
At the same time, it was important to us to showcase the craftsmanship. From the sales area, you can look right into the production area. You sit on high-quality furniture, sample different coffees, and discover just how diverse coffee can be.
Many people think of coffee as a quick fix for everyday life. We want to show that it can be so much more: a moment, a space, an experience.
And that is exactly what begins for us the moment you step into the room.
You went for two Retrostar Chairs in the Bauhaus 1922 Edition and a Retrostar Sofa in Dark Grey. What was it about this specific combination that won you over?
The decision was actually made in two steps.
When we checked out Sternzeit Design's production, we were instantly won over by the armchairs' shape: simple, clean, and super distinctive all at once. This clear design was exactly what we'd been searching for – something timeless that isn't loud, but definitely present. Something special.
We hadn't finalized the fabric choice at that point. Originally, we had more subdued options in mind. It wasn't until our room design was finalized that things changed.
With its clean lines, concrete-look finishes, white metal and oak shelves—and especially with our colorful packaging—it became clear that the sales floor needed a deliberate contrast.
Photo: The Old Pub Eleven
The Bauhaus fabric really brings all that in: color, movement, and a touch of the unexpected. While the shape keeps things calm, the fabric adds a bit of excitement.
At the same time, it was important to us to use this contrast in a deliberate way. That’s why we specifically chose two armchairs in this eye-catching fabric—and paired them with a dark gray retro sofa to balance things out. Any more of this in our showroom would have quickly made the space feel too busy.
This balance was crucial for us: creating focal points without overloading the space.
The furniture reflects the dynamic spirit of our brand while maintaining a calm, high-quality aesthetic. In the front area, the focus is clearly on the coffee. In the back, the furniture truly comes into its own—where conversations begin and visitors can relax while enjoying a view of the roastery.
The result is a harmonious interplay of form, color, and space.
Those Bauhaus Armchairs are super colorful and really stand out! How do your guests react to them? Any memorable moments or comments you can share?
Our guests' reactions are actually exactly what we had hoped for.
We knew that the armchairs would immediately catch the eye—precisely because the room is otherwise very clean and minimalist. This contrast is intentional.
Many guests pause for a moment, take a closer look—and then almost instinctively head toward the furniture. What strikes us in particular is that people almost always touch the fabric.
Based on its appearance, many people expect something sturdy, almost austere. That makes the moment all the more surprising when they realize how soft the material feels. This little "aha" moment happens time and time again.
And that’s exactly what we know from coffee. First you see it, then you smell it—and only then do you truly experience it. The visual, tactile, and taste sensations intertwine to create an overall experience.
And as soon as you sit down, you often find yourself saying, “Wow, this is really comfortable.”
These armchairs have the feel of lounge furniture without making you feel like you’re “sinking into” them. You sit upright and relaxed—just right for savoring a cup of coffee or having a conversation.
This combination of exclusive design and experience—and the parallels to coffee—stays with many people.
Photo: The Old Pub Eleven
Coffee roasting is a craft, and your furniture is a craft. Was that a conscious decision when you were making your selection—or did you only notice the parallel later on?
For us, that was a very deliberate decision from the very beginning.
We see ourselves as artisans—which is why we didn’t want anything “off-the-shelf” for the space either. We wanted something that you could not only see, but also feel.
The sensory experience is very important to us. Just like with coffee, it’s not just about the end result, but about the entire journey leading up to it. That’s why it quickly became clear to us: we had to see it for ourselves on site.
The production process confirmed exactly what we were looking for. The materials, the craftsmanship, the local sourcing—everything followed a clear vision and met high standards. These were not arbitrary choices, but deliberate decisions.
Of course, that comes at a price. But we’re willing to pay it if the quality and values are right.
What emerged almost as a side effect: trust. And a shared mindset. This extends to issues such as sustainability, short supply chains, and an appreciation for what we produce.
The market is flooded with furniture—just like it is with coffee. But that’s exactly why it was important to us to choose something that stands out from the crowd.
And that is exactly where we found ourselves.
Last question: How do you like to drink your coffee—and which piece of furniture do you sit on while doing so?
That is actually the most difficult question—the one that lies between desire and reality.
We love to take our time when drinking coffee. We do it on purpose. Because that’s exactly what’s in it: time, care, and craftsmanship. The reality of running a startup often looks quite different.
When we take a moment to ourselves, it’s usually during a conversation—with partners or clients. Sometimes we sit in armchairs, other times on a bench. To be honest, we like both and can’t really decide which we prefer.
But one thing never changes: we drink our coffee Black. Pure. Without distractions.
Just as it was meant to be—and just as it arrives in your cup. With all the trimmings.
Photography by:
The Old Pub Eleven
Tina Beiwinkel
design@theoldpub-eleven.de
www.theoldpub-eleven.de
