How does Submerge encourage a slower, more immersive coffee experience?

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Submerge Cultivates a Deeper Coffee Experience Through Deliberate Design and Unique Menu Concepts

Submerge, an intimate espresso bar located beneath Afloat Coffee Roaster in Bukit Jalil, is meticulously designed to foster a slower, more immersive coffee experience. Co-founders Loo Choy Leng and Jimmy Leong envisioned a space dedicated solely to coffee, free from distractions, which took shape over eighteen months. The concept emphasizes intimacy and depth, a deliberate contrast to the more casual atmosphere of the café upstairs, inviting patrons to engage more profoundly with their beverages.
Focus on Intimacy and Depth Over Distraction

The fundamental design philosophy of Submerge centers on creating an intimate environment that encourages guests to delve deeper into the nuances of coffee. This contrasts with the "breezier" atmosphere of the main Afloat Coffee Roaster upstairs, with Submerge celebrating "intimacy" and a quieter space. This deliberate choice in ambiance is intended to allow customers to take their time and fully immerse themselves in the coffee experience, moving away from the fast-paced consumption often found in other establishments.
"One Coffee, Two Expressions" Showcases Extraction Nuances

A core element of Submerge's menu is the "One Coffee, Two Expressions" concept, which highlights how minor adjustments in espresso extraction can significantly alter a coffee's flavor profile. Using a single origin, the Ethiopian Alo Chilaka 240-hour anaerobic natural, the baristas extract the coffee twice using different espresso baskets. This method demonstrates the team's skill in extraction and their belief that a single coffee bean can present multiple distinct characteristics, encouraging customers to appreciate the subtleties.
Intentional Pacing and Thoughtful Menu Development

The slower pace at Submerge is a conscious decision, allowing patrons to savor their coffee without haste. Loo Choy Leng spent considerable time developing the menu, drawing inspiration from observations of pace and flow during a trip to Milan. This thoughtful approach is reflected in signature drinks like "Take a Breather," inspired by Cinque Terre, which combines juniper berries, pink peppercorn, and Earl Grey for a unique effervescence. Another creation, "Good Things Take Time," pays tribute to the eleven months spent building the space and features rum infused with apples and cinnamon, paired with fennel syrup and elderflower tonic.
Education and Mentorship as Pillars of Growth

Beyond the immediate coffee experience, Submerge also serves as a platform for education and mentorship. The space hosts coffee masterclasses and offers retail beans and merchandise, with the aim of fostering deeper interest and knowledge within the industry for its future growth. The intimate design of the espresso bar also creates opportunities for emerging baristas to gain practical experience under the guidance of Loo and Leong, contributing to the development of new talent.

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How does Submerge encourage a slower, more immersive coffee experience?

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