Luma Café & More

What Is Luma? A New Geneva Experience
Luma Café & More is Geneva's new hybrid concept reinventing the coffee shop experience. For them, coffee shops are the new "temples" of our age, places where communities are built, and inspiration comes to life. Luma is a cozy, warm, inviting, and inspiring "third space" where specialty coffee, culture, and an authentic community meet. They believe everyone should feel welcome in their bright and aesthetic space, designed in their signature cream and pale green, and decorated with their unique logo and designs. Their brand aims to elevate the experience by offering a selection of food and drink for both coffee lovers and non-coffee lovers, throughout the day and after work. Luma is a curated space where inspiration, lifestyle, and flavor meet. Their branding is eye-catching and fun, featuring drawings and playful taglines such as “Luma State of Mind,” “More Espresso Less Depresso,” and “Paws for Thought,” as well as signature cream and pale green stripes, along with key design features rooting them in their local heritage such as a decorative map of old Geneva or the Geneva: At the Heart of the World book on display, waiting to be enjoyed by guests.

Their value proposition stands out through:
• Diverse and Innovative Offerings: Beyond specialty coffee, Luma features a rich and creative menu, from breakfast to after-work, focused on healthy, inspiring options.
• Integrated Book & Concept Store: A curated selection of non-fiction books, lifestyle & pet accessories, and branded apparel, aligned with their clientele’s needs and mindsets.
• Extended Hours: Attracting a diverse clientele throughout the day and into the evening.

Ideal Location
Situated at 15, rue Necker, 1201 Geneva, Luma Café & More benefits from a truly strategic and highly accessible location in the vibrant Saint-Gervais district. With the Goulart tram stop on the road parallel, and just a stone’s throw from Cornavin train station, the picturesque lakefront of Lac Léman, and a few minutes from the Bel-Air tram/bus hub, Luma is incredibly easy to reach. The building itself was part of a restoration project by the City of Geneva only a year or so ago. Inside, noticeably high ceilings amplify the natural light, making the space bright and bathed in sunshine during the day, while a charming tree casts delightful shadows of its leaves on the tables and floor.

The Idea: The Spirit Of Enlightenment, A Unique Model
The idea for Luma stemmed from observing the rise of specialty coffee shops in recent years, inspiring Luis and Marc to create a brand that aims to enhance the overall experience and provide deeper meaning. It’s the recognition of a captivating market trend, particularly Millennials and Gen Z, who love to drink great coffee and coffee alternatives, wear stylish and comfortable apparel, read best-selling books on personal development, and find the best products to care for their “fur babies.” Luma thus brings together four distinct market segments within a single, vibrant concept.
The name “Luma” itself is a clever play on words, combining “LU” from Luis and “MA” from Marc, the names of the two co-founders. More importantly, it also stems from the word “light” in Latin, making it catchy, non-restrictive, and universally understandable. It directly references Geneva’s profound intellectual heritage and the visionary spirit of the Enlightenment – echoing the historic “intellectual cafés” where thinkers, artists, and visionaries met, at the forefront of their time. Their ambition is to elevate the coffee shop experience, making it more inspiring and sociable, anchored in their era while honoring Geneva’s history. Indeed, one might say “Post Tenebras Luma,” a playful nod to the city of Geneva’s motto Post Tenebras Lux, symbolizing their commitment to shedding new light on community and connection.

Marc and Luis, both born and raised in Geneva, spent a decade abroad and returned to their home city around the same time. Their shared international experiences inspired them to create Luma: a new concept for Geneva, rooted in their city’s heritage, with the aspiration to re-export this unique model internationally when the time is right.

@lumacafeandmore