Opened in early May with a soft launch, this new café is unlike any other in the Asia Pacific. It’s CHAGEE’s first “Signing Store”, a flagship concept designed around the Deaf and hard-of-hearing community, the Signing Store is staffed predominantly by Deaf baristas and thoughtfully designed to foster a new kind of awareness, inclusion, and connection.
For Phang Chin Ming, Head of Design at CHAGEE APAC, the design brief was never just about aesthetics. “This store had to speak,” he shares. “But in a way that doesn’t rely on sound.”
Phang Chin Ming, Head of Design CHAGEE, APAC.
A Space That Listens Differently
Inspired by similar Signing Stores already operating in China, Chin Ming and his team dove into research before embarking on the Singapore concept. “One of the first things we learnt is that not everyone with hearing loss is fully Deaf. Many still have some level of hearing, which means overly noisy environments can be uncomfortable and distracting,” he explains.
That sparked a design direction grounded in acoustic sensitivity. Every surface within the café is wrapped in cork sheets, an understated but impactful material choice that absorbs noise and softens the overall acoustic environment. “It’s a small change that makes a huge difference in concentration and comfort,” he adds.
In place of harsh echoes and loud chatter, the Signing Store offers a quiet calm—one that’s intentional, inclusive, and surprisingly intimate.
From cork-wrapped surfaces that soften sound to a flip chart wall that teaches basic hand signs, every detail is crafted to foster inclusion, empathy, and meaningful connection.
Layered, Not Just in Design
Spatially, the design team introduced a key feature that has since become the heart of the store: step seats, or layered seating platforms. More than just an aesthetic element, these tiered benches serve multiple purposes.
“NUS is a campus environment, so we wanted to design something that welcomes students to hang out, revise their notes, or just have conversations,” says Chin Ming. The step seating transforms the store into a flexible, social hub, ideal for casual meetups or future sign language workshops, which CHAGEE plans to co-host in collaboration with NUS student groups.
“The goal is to build familiarity and bridge communication gaps, one shared experience at a time,” he adds.
From Awareness to Action
At the entrance of the store, a small plaque lets customers know this is a Signing Store, manned by Deaf baristas. Step inside, and the message continues, gently, but clearly. A flip chart wall display invites customers to learn basic sign language, while printed illustrations offer bite-sized guides to hand signs they can use to order or say thank you.
“It’s about making the interaction more human and fun,” says Chin Ming. “We want people to appreciate the experience, not just the drink.”
This emphasis on awareness is also why CHAGEE chose to place the store within a university campus. “We believe inclusivity starts with exposure. Students here will go on to become professionals and decision-makers. If we can plant the seed now, we might build a more inclusive future workforce,” he explains.
CHAGEE worked closely with SG Enable, Singapore’s agency for supporting persons with disabilities, to recruit and train the baristas for the Signing Store. “The idea isn’t charity. It’s about empowerment, giving these baristas a stage to showcase their abilities and feel confident in their roles.”
Designed for Visibility
While the café is quiet in sound, it’s visually expressive. A large glass window opens up the operations area, offering a full view of the tea-brewing process. “We designed it that way to support visual communication. When baristas can see each other—and customers—it makes everything smoother.”
Even technology was adapted. In other CHAGEE outlets, a sound cue signals the perfect brew timing. Here, that sound has been replaced by a light signal, allowing baristas to work with the same precision, without auditory prompts. Behind the scenes, CHAGEE’s advanced machines help ensure consistency while minimising human error. At the front counters, touchscreen pads link directly to kitchen displays, streamlining communication between baristas and the back-of-house team, especially helpful for real-time updates, like low tea stock levels.
One of the most meaningful design touches is a wall mural by Deaf artist Chen Zi Yue (Angeline). Her work adds not only warmth and colour, but a sense of identity and ownership to the space. “This is their store,” Chin Ming emphasises. “It should feel that way.”
Looking ahead, CHAGEE hopes to feature merchandise designed by artists with disabilities—further reinforcing the store as a platform, not just a shop.
From Orchard Gateway’s split-level layout to Guoco Tower’s open-plan vantage point, every CHAGEE outlet is thoughtfully designed to respond to its surroundings. while staying true to the brand’s warm, grounded identity.
Consistent Brand, Contextual Design
Despite the unique program of the Signing Store, Chin Ming is quick to point out that every CHAGEE outlet is custom-designed. “None of our stores are cookie-cutter,” he says. “We always start with intent. What kind of space is it? What community is it serving?” Beyond functionality, Chin Ming found himself wondering how customers would feel when seated in the space, whether the environment might invite quiet reflection, spark curiosity, or simply offer a warm sense of welcome.
From the split-level layout at Orchard Gateway to the outdoor focus at JEM, each store responds to its context. At Guoco Tower, where the tea bar is exposed from a bird’s-eye view, the challenge was keeping the operations elegant and neat while maintaining the brand’s signature warm and earthy palette.
“At every store, our design intention remains the same: cosy, comforting, elevated—like tea,” he adds.
A Cup of Awareness
More than just another café concept, the Signing Store reflects CHAGEE’s ‘CHAGEE Together’ spirit, transforming the space into more than a destination for tea, becoming a place where empathy, inclusion and meaningful connection are part of the experience.
When asked what he hopes customers take away from visiting the Signing Store, Chin Ming pauses. “I hope they feel more aware. More connected. That they come for the milk tea but leave with something warmer—like understanding.”
Phang Chin Ming reflects on what it means to create a space where inclusion is more than a feature, it’s part of the brand’s DNA.
And if you’re wondering what the Head of Design drinks himself, it’s the Tie Guan Yin Milk Tea, a classic in CHAGEE’s lineup. “It’s bold but balanced. Like good design,” he smiles.
