The dramatic interior of .jpg coffee bar in Guangzhou, China transports visitors to a darkened minimalist, nest-like space

On a busy block in Guangzhou, China, surrounded by new business district towers, stands a bright yellow facade displaying what looks like a computer file icon. It could be the entrance to any one of China's new tech startups tech. The only giveaway is the small coffee cup icon within the logo.

Splitting the yellow facade is a full-height door that appears to lead into a black void. It's the entrance to .jpg, a cafe unlike any you've seen before. The designers of the space, infinity nide, wanted to give people a sensory break from the surrounding concrete jungle.

Stepping inside .jpg reveals a small, dark space with a single counter. Operating as a take-away only coffee shop only, the interior is devoid of tables and chairs found in a typical cafe. .jpg was designed to serve busy commuters and the bar format creates a personal connection between guest and barista.

The walls surrounding the counter are covered with hundreds of overlapping pieces of wood. The timbers are sections of pine boards that were left over from a construction site. Each board was torched to give it a blackened, charcoal-like appearance.

.jpg's motto is “take a .jpg when you pass by.” The shop's unusual, Instagrammable interior likely generates that kind of reaction from guests on its own.

.jpg

On a busy block in Guangzhou, China, surrounded by new business district towers, stands a bright yellow facade displaying what looks like a computer file icon. It could be the entrance to any one of China's new tech startups tech. The only giveaway is the small coffee cup icon within the logo.

Splitting the yellow facade is a full-height door that appears to lead into a black void. It's the entrance to .jpg, a cafe unlike any you've seen before. The designers of the space, infinity nide, wanted to give people a sensory break from the surrounding concrete jungle.