BIG FACE

Among designing our latest new brand start-ups, WHAA is partnering with De-Yan to create an immersive retail experience for Jimmy Butler’s “BIGFACE” coffee.

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WHAA x De-Yan Create Immersive Retail Experience for Jimmy Butler’s First BIGFACE Coffee Store in Miami Design District

In a bold intersection of culture, coffee, and cutting-edge design, WHAA (William H. Arthur Architecture) partnered with renowned experiential studio De-Yan to bring NBA star Jimmy Butler’s vision for his first BIGFACE Coffee store to life. Located in the heart of the Miami Design District, the flagship store is more than just a place to grab a coffee—it’s a sensorial journey that blurs the lines between retail, art, and experience.
A Vision Beyond Coffee

Jimmy Butler’s BIGFACE brand is rooted in authenticity, personal passion, and a refusal to compromise. What began as a bubble-era hustle selling $20 cups of coffee to fellow NBA players has evolved into a full-scale premium coffee lifestyle brand. For his first physical space, Butler envisioned something that reflected the depth and culture behind BIGFACE—something unexpected and fully immersive.
The WHAA x De-Yan Synergy

To realize this, WHAA brought in De-Yan, known for their work in experiential design with global luxury brands, to collaborate on an environment that would embody BIGFACE’s ethos. Together, the two firms struck a delicate and dynamic balance: WHAA handled the architectural vision and spatial storytelling, while De-Yan infused the space with immersive technology and tactile engagement.

Their partnership exemplified a rare harmony between conceptual ambition and executional precision. From ideation to rollout, the teams worked in unison, ensuring every detail aligned with the brand’s philosophy—bold, personal, and design-forward.
An Immersive Retail Narrative

The store itself is a layered, multi-sensory environment. Customers are guided through curated zones where textures, lighting, sound, and aroma converge. Interactive installations—crafted by De-Yan—tell the story of BIGFACE’s origin, Butler’s personal connection to coffee, and the global journey of the beans. WHAA’s architectural work grounds the experience in the physical, anchoring the storytelling with strong spatial logic, elegant material choices, and moments of surprise.

Notably, the design doesn’t just serve as a backdrop—it invites participation. Whether it’s the kinetic entrance feature, custom coffee-tasting bar, or the sculptural shelving that doubles as an art installation, every element contributes to a new kind of coffee experience.
A Blueprint for Future Retail

This collaboration pushes the boundaries of what a retail environment can be. In an age where e-commerce dominates, the BIGFACE store demonstrates how physical space can become a brand’s most powerful medium—when designed with purpose and artistry.

The WHAA x De-Yan partnership wasn’t just a successful collaboration—it was a proof-of-concept that architecture and experience design can co-create culture, not just commerce.

Jimmy Butler’s BIGFACE store now stands as a beacon in the Miami Design District: a place where coffee meets creativity, and where design speaks louder than logos.