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Courtesy of White Noise Coffee Company

Seven years ago I started trying to open a coffee shop in New York. I had worked as a barista for a long time and imagined a cafe that treated coffee like a performance - the bar acting as a stage, where baristas would pull the shot of espresso, weigh it, and heat it to a precise temperature, while saying the origin story of beans. I wanted the sounds, smells and sights of the store to envelop each customer. I would call it White Noise Coffee Company.

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