Your New Coffee Destination: MORNING

Specialty coffee brand MORNING has opened its newest store at Takashimaya Shopping Centre (B1-30A), bringing its signature coffee discovery experience to the heart of Orchard Road.

At the new store, visitors can experience the MORNING Index, a unique flavour-based system that organises coffee capsules by taste profile rather than brand or origin. Inspired by the official coffee taster’s flavour wheel, this design-led concept helps customers discover their preferred flavour notes — whether bright and fruity, rich and chocolatey, or smooth and creamy. The display transforms coffee shopping into a sensory experience, making it simple and intuitive for anyone to find their perfect cup.

The sleek, design-driven interior features an Experience Bar where guests can take part in guided tastings and learn about the precision behind MORNING’s capsule machines, including the IoT-enabled MORNING Machine and the Red Dot award-winning MORNING Dream milk steamer. Every visit is rounded off with a complimentary capsule selected by the retail team – a small but personal touch that reflects MORNING’s belief in thoughtful hospitality.

Aside from tasting and exploring all things coffee, you can also find lifestyle offerings at the new store including ceramic cups, glass drinkware, and branded merchandise. There is also a dedicated recycling area where customers can responsibly dispose of their used coffee pods.