noc expands to Kai Tak with new ‘live slow’ sanctuary

Hong Kong specialty coffee brand noc has expanded its footprint with a new curated space at Cullinan Sky Mall in Kai Tak.

Situated in a neighborhood steeped in aviation history, the new outlet embodies the brand’s “Live slow” philosophy, offering a sanctuary where guests can pause and reconnect over specialty coffee.

"The launch goes beyond opening another store," a noc spokesperson told MARKETING-INTERACTIVE. "We wanted to offer Kai Tak a quiet sanctuary—a physical pause button in the middle of a vibrant, fast-evolving district."

Designed around the theme "Echoes of Kai Tak", the space bridges local heritage with noc's signature minimalist aesthetic. It caters to a diverse audience, including neighborhood residents, wellness and fitness enthusiasts seeking protein-dense post-workout options, and nearby professionals looking for a light-filled space for midday breaks or quick grab-and-go meals.

The new store spans approximately 2,000 ft. of indoor space, with 46 indoor and 20 outdoor seats. Floor‑to‑ceiling glass windows create an open, airy atmosphere, a light‑filled sanctuary in the heart of the city. Inspired by the theme “Echoes of Kai Tak,” the design marries minimalist aesthetics with a quiet, modern calm.

The store also looks to elevate consumer experience through two main pillars: space design and menu curation. The interior centres around a low-barrier Open Island Coffee Bar made with acoustically treated wooden panels and soft overhead lighting. It turns coffee preparation into an intimate, shared ritual between barista and guest.

Overhead, a subtle "paper plane" installation and warm backlit accents gently honor the neighborhood’s aviation history without overwhelming the senses.

To drive engagement, noc teased the opening on Instagram with hints of the store's design cues and hosted a media and influencer preview prior to launch. The brand also rolled out an Instagram giveaway featuring a location-exclusive noc x Fellow Stagg EKG Pro Kettle focused on mindful home brewing. Additionally, noc members can redeem a month-long buy-one-get-one-free offer on its new high-protein yogurt drink series.

This comes after the brand rebranded its brand identity for its growth in the next 10 years. Centred around the theme of “live slow”, the rebrand is a natural evolution from the brand’s previous positioning of “curation “ and stems from the simple insight that life moves fast, and citizens often fail to appreciate it. 

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noc embraces 'live slow' spirit with new brand identity