The design of the café resembled a traditional Japanese bath house, a pun on words from the name “travail” which sounds like a name for a bath house. The clean, warm atmosphere, plus the humour of the place contributed to changing the perception of “looking for a job” from a tough and depressing thing to go through, to something that was modern, positive and fun.

With the visibility of the location itself combined with the unique iconic design, the media value of this café was huge. More importantly, it drew the right people; 16,000 came in 7 weeks time, nearly 80% of them young women who are thinking of changing their careers.