As demand for high-quality coffee gains force, the myriad varietals and methods for roasting and brewing come to light with a range that can be intimidating for the average connoisseur.
Aiming to marry the sophistication of coffee drinking with the accessibility it needs to reach its growing audience, A Startup Store will host Coffee Common for its first public event in the U.S., 19-22 January 2012.
In the spirit of its core value of collaboration—between farmers and growers, roasters and baristas—Coffee Common will team up with the story-based retail concept shop in Chelsea before its official opening in February. For three days, and for only $5 a pop, the event will bring together key vendors to demonstrate novel methods in creating the perfect brew, showcasing how to use the best equipment. Besides the demos and informative, direct Q&A opportunities with baristas, attendees will come away hopped up on some of the world's finest brews being served throughout.
The two parties came together when Startup Store founder Rachel Schectman saw "COMMON: Collaboration is the new Competition" in action at TED and "fell in love." She says, "Our retail experience is about bringing content, community and commerce to life through rotating story based exhibitions, it was a perfect match before we emerge from beta.”
They're bringing together representatives from places like Joe, RBC and Cafe Grumpy, as well as champion baristas Ben Kaminsky from Ritual Coffee in San Francisco, Anthony Benda from Cafe Myriade in Montreal, Trevor Corlett from Madcap Coffee in Michigan and more. Plus, the board is made up of National and World Barista Champions and Judges, and for the event, Coffee Common has partnered with Breville on appliance giveaways. For those who can't make it to NYC, A Startup Store will be broadcasting the event in various Google+ hangouts.