New York's New Brew

Last week, the The National Federation of Colombian Coffee Growers opened its second Juan Valdez coffee shop in Manhattan (the first opened in Washington, D.C. earlier in September). There are plans to open 300 of these shops worldwide in the next three years.

Designed by Hariri & Hariri Architecture (Iranian-born sisters Gisue and Mojgan Hariri), the storefront's primary feature is a folded teak plane inspired by the irregular surface of a coffee bean. The design intent is to reinterpret the sedate 19th Century Viennese coffeehouse as a modern, multi-sensory space defined by fluid forms and leading-edge materials, complete with wireless internet. After all, when consuming caffeine, why relax when you can multi-task? Gothamist is doing just that this very moment.

The National Federation of Coffee Growers of Colombia - responsible for the creation of the Juan Valdez character (who made an appearance during Advertising Week) - is the umbrella organization of small, independent, member coffee farmers which promotes Colombia's coffee industry and exports it to the rest of the world. A non-profit organization, they seek to raise the standard of living for more than 560,000 Colombian coffee farmers and their communities.

The New York Times on the launch of the Juan Valdez brand of coffee shops, which includes an interesting graphic on where the purchase price goes. Now Gothamist doesn't feel so bad about shelling out $4 for a cup.

The Juan Valdez coffee shop is located at 140 East 57th Street at Lexington Avenue in Midtown East.

Image courtesy Hariri & Hariri Architecture