This theater style cafe has a huge roasting machine, allowing visitors to enjoy the story of how coffee is made. The show's star, the roasting machine, is placed on a stage at the back of the store. A bean cellar, the symbol of Arabica, surrounds the back and enlivens the starring role. A kitchen counter is placed at the position of the orchestra pit, and the atrium above it allows the pleasant sound of the baristas to echo throughout the store. Sheer curtains are installed as partitions in the box seats, to accommodate Saudis concerned about the distance between men and women.

no.10 was established in January 2020 as the spatial design consultancy of NOMURA Co., Ltd., one of Japan’s foremost creators and managers of architectural spaces. They focus on overseas projects and provide interior, architectural and product design and design consulting. "Pursuing elegant simplicity from start to finish" They relentlessly explore balances between spaces, materials, people, and environs from the start to finish of projects to reveal elegantly simple solutions that elevate the human spirit.