Thor Balanon – The Creative Copywriter Who Became A Café
Owner
Thor
Balanon has made Subspace a destination for lovers of coffee and K-pop
As the associate creative director for
Three-sixty Design, Inc., Thor Balanon had the luxury of playing with words. “I
was in charge of writing copy, brainstorming for ideas, coming up with
concepts, and presenting them to the client. I liked doing radio ads, more
specifically.” While the advertising industry may have been the perfect place
for creative minds such as his, the job wore him down, forcing him to look for
other outlets. “I love the business but it became very stressful sometimes. And
the client, as they say, is always right, so once in a while you also get tired
of that.” After three years, he resigned from his post and decided to shift his
focus to Space Encounters that an opportunity for another business venture
unfolded. “People would come up and ask if we served coffee, and the idea of
having a coffee house was planted by those observations.” After so many clients
had mistaken Space Encounters for a café, Thor – who had always wanted to open
his own coffee house – finally did so, together with Wilmer.
As expected from a creative genius, the
shop is very different from what we’re all used to. For concept and
inspiration, he turned to South Korea. “When we went to Seoul, we discovered an
art district called Hongik University. It is similar to the UP College of Fine
Arts. All the surrounding cafés are very unique and creative. We also after
drinks that originated in Seoul, like the Purple Potato Latte. We’re the only
ones who serve it here in Manila.”
The
Purple Potato Latte
Apart from original coffee concoctions, the
whole experience inevitably drives people to pack the small space on a Friday
night. The Dark Choco Mint and Peanut Butter Lattes may be easy lures for
coffee-holics, but for the rest, it’s the Asian pop star posters, the
occasional screenings of Korean films (free!) and quirky design – exposed
pipes, vintage items adorning the shelves, and the shop’s focal point, the
Anti-gravity Chairs-turned-ceiling lamp – that draw them in.
Subspace has become a hub for people who
are just like Thor – K-pop fans who can’t last a day without coffee. It’s
become his home and everybody’s welcome to join him. “I’m here every day
because I also love making coffee myself. We only have two staff members on
rotation and whenever there are a lot of customers, it gets pretty wild. So I
help out. Even then, this is more relaxed than what I used to do. You get to
meet different types of people. Every day is just an adventure for me.”
Subspace Coffee is at Unit 103 GF Grand
Emerald Tower, F. Ortigas Jr. Road (formerly Emerald Avenue), Ortigas Center,
Pasig City; tel. no.: 655-7077. For film showings and other promos, follow them
at facebook.com/subspace.coffee and @TSubspace on Twitter.
Ready
to brew?
Wilmer Valderrama offers advice on opening
a coffee joint.
·
Love your product
“Have it every
day until you know it like the back of your hand. Thor, for example, drinks at
least five cups of coffee a day. If you’re just starting out, it helps to be
around for a full day so you get a feel of the flow of the people.”
·
Experiment with your brew, syrups, and
presentation
“A trademark
blend, and unexpected flavor, and a quirky touch helped Subspace stand out and
build a cult following.”
·
Be creative!
“There are so
many cafés out there, so you should offer something that will make people come
back. The experience should be part of that package. At Subspace, we transport
guests to Seoul through the interiors, coffee, and music.”
