Friday, May 20, 2016

In-Store Coffee Shops Give Boutiques a Jolt


Jane Motorcycles’ slogan is something of a joke: A sandwich board sign outside a sweeping glass facade reads, in marquee caps: FREE ESPRESSO WITH PURCHASE OF MOTORCYCLE.

While Adam Kallen, one of Jane’s co-owners, will tell you about their "stupid slogan" with a fully self-aware laugh, the message comes in earnest. ("Of course we’re more than happy to give someone a free espresso after they buy a bike," he assures me over the phone.) Both products, after all, promise to give your slogging life(style) the jump it needs.

Jane’s owners’ greater hope is that, hey, if you’re not in the market for a motorcycle right this second, maybe you’ll stop in for a cup of Counter Culture Coffee, or a leather jacket, or a currently-very-popular acai bowl, or a cozy beanie. Jane offers all of this (and more!) in pursuit of both a lifestyle brand and a financially sustainable retail operation that can satisfy anybody who walks by with a wallet and one of many sorts of hunger.

A few streets down, you’ll find Parlor coffee, where you’ll have to walk past a number of men in leather chairs getting haircuts in order to order their morning cortado. At Saturdays Surf NYC across the river in Manhattan, you can sip an iced latte and browse surf boards and apparel, rain or snow or shine. In San Francisco’s Mission District, a visit to the beloved Heath Ceramics building isn’t complete without a New Orleans iced coffee (and a cookie, if you’re smart) from the Blue Bottle Coffee outpost nestled into their entryway. In Copenhagen’s Atelier September you can can purchase a pourover and then look at handmade furniture. Our cities’ coffee shops are slowly morphing into boutiques, and vice versa; in the right hands, it’s not a bad thing. And in case you had any doubt, their collective Instagram game is on point.

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