{"id":20324,"date":"2018-12-26T10:37:27","date_gmt":"2018-12-26T18:37:27","guid":{"rendered":"https:\/\/freshcup.com\/?p=20324"},"modified":"2019-01-15T11:26:03","modified_gmt":"2019-01-15T19:26:03","slug":"substance-matched-by-style","status":"publish","type":"post","link":"https:\/\/freshcup.com\/substance-matched-by-style\/","title":{"rendered":"Substance Matched by Style"},"content":{"rendered":"\r\n

Felix Roasting Co. in New York City. Photo by Adrian Gaut<\/em><\/p>\r\n\r\n\r\n\r\n

EVERY COFFEE HAS A STORY.<\/h1>\r\n\r\n\r\n\r\n

So goes the motto of Felix Roasting Co., a newly opened caf\u00e9 in New York City\u2019s Park Avenue South neighborhood.<\/p>\r\n\r\n\r\n\r\n

The story behind Felix itself was a long four years in the making. But with hotelier Matt Moinian\u2019s passion, persistence, and knack for assembling the right team, what New Yorkers now have is an elevated, painstakingly curated coffee program. From its careful, seasonal sourcing of the world\u2019s freshest coffee beans, to its explorative menu of innovative beverages and exquisite pastries, to its ornamental aesthetics featuring a bold palette of navy, teal, and shell pink, Felix Roasting Co. is quickly establishing itself as a tour de force on the New York coffee scene.<\/p>\r\n\r\n\r\n\r\n

A Novel Beginning<\/h4>\r\n\r\n\r\n\r\n

As anyone who has ever taken on a major, all-consuming endeavor knows, a feeling of \u201cOkay, now what?\u201d settles in once it\u2019s completed. Moinian was no exception after he successfully finished building Hotel Hugo, a luxury boutique hotel in SoHo, in 2014. Not only was there this sense of \u201cWhat\u2019s next?\u201d he says, but he also turned 30 that year, and began finding that his body wasn\u2019t performing as well as in his twenties. <\/p>\r\n\r\n\r\n\r\n

\u201cI started asking myself, \u2018What am I going to do to wake up a little earlier to exercise and take care of myself?\u2019\u201d he says.<\/p>\r\n\r\n\r\n\r\n

As he gradually turned more and more to coffee, he sought out different caf\u00e9s and coffee shops\u2014but felt that something was always lacking.<\/p>\r\n\r\n\r\n\r\n

\u201cI started feeling like I could do better,\u201d he says. \u201cBut what did I know about coffee? At that point, not very much.\u201d<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Matt Moinian (left) and Reagan Petrehn. Photo by Caitlin Peterkin. <\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

So he began studying the coffee industry and turning to colleagues who were immersed in the field for guidance, and eventually his dream started to seem more attainable. As he became more excited for this pursuit, he realized he\u2019d need to assemble the best team possible to make his vision come true.<\/p>\r\n\r\n\r\n\r\n

\u201cI thought, if I\u2019m going to enter this field, I\u2019m going to do it with the best people, and we\u2019re going to come out with something that really makes a difference,\u201d he says. <\/p>\r\n\r\n\r\n\r\n

Enter Ken Fulk.<\/p>\r\n\r\n\r\n\r\n

An Elevated Experience<\/h4>\r\n\r\n\r\n\r\n

Moinian had seen Ken Fulk\u2019s work in action during the 2017 New York Fashion Week, for which the renowned Bay Area designer was commissioned to create the VIP lounges. Blown away by the opulent, splashy style, Moinian immediately knew this was the designer he wanted to work with for Felix.<\/p>\r\n\r\n\r\n\r\n

While the relationship took some time to develop, Fulk eventually signed on to not only design Felix, but to act as Creative Director\u2014marking the first time he has ever been a partner of a venture.<\/p>\r\n\r\n\r\n\r\n

Working with Fulk, says Moinian, has been a very collaborative process. Envisioning a highly aesthetic, holistic, and immersive space for the caf\u00e9, Moinian has been more than happy with the results Fulk and his team delivered.<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Photo by Adrian Gaut<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

\u201cThey really took the fantasy that was in my head and put it into their language and created this unbelievable experience,\u201d says Moinian.<\/p>\r\n\r\n\r\n\r\n

Stepping in from the bustle that is Park Avenue South, one is immediately greeted by a sense of elegance, style, and comfort. The first element that catches the eye may be the plush booths that run along the walls; or it could be the alternating teal-and-pink-patterned terrazzo floor; or perhaps it\u2019s the grand wood-paneled coffee bar, behind which the baristas are busy carefully crafting their beverages.<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Plush booths. Photo by Adrian Gaut<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

Seemingly separate pieces of design, upon further examination one notices just how cohesively these striking elements work together to begin telling Felix\u2019s story. Along with the hand-painted wallpaper featuring the bloom of an Arabica plant, the hand-leafed copper dome anchored in the middle of the bar, and other custom-designed pieces, the 1,719-square-foot interior of Felix is a completely seamless, indeed almost transportational experience.<\/p>\r\n\r\n\r\n\r\n

A Showstopping Menu<\/h4>\r\n\r\n\r\n\r\n

The caf\u00e9\u2019s combination of vibrant opulence balanced with a cozy comfort is only part of what has made residents of and visitors to the neighborhood relentlessly flock to Felix since opening its doors in late September.<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Iced and ready to go. Photo by Adrian Gaut<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

A quick scan through Instagram reflects just how popular this joint has become in such a short amount of time\u2014large in part due to its impeccable aesthetics, but also because of its menu. Exclusive pastries from NYC favorite Supermoon Bakehouse are featured, traditional caf\u00e9 fare includes lattes, flat whites, and mochas (that can be made with their house-made almond-cashew-pepita milk on tap), and original, elaborate drinks including the Deconstructed Espresso Tonic, Late Summer Shrub, and Felix\u2019s showstopper: the Hickory-Smoked S\u2019mores Latte.<\/p>\r\n\r\n\r\n\r\n

Running at $13 a drink, and only available in store, the specialty latte begins with graham cracker-infused milk and espresso poured into a cocktail glass rimmed with dark chocolate and crumbled graham crackers. The drink then goes under a bell jar with a hose attached to a container of hickory chips, which are burned to pump smoke into the jar. As a final touch, the drink is garnished with a torched house-made salted caramel marshmallow on a stick.<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Hickory-Smoked S’mores Latte. Photo by Special Sauce.<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

The Hickory-Smoked S\u2019mores Latte, along with the other beverages, was the brainchild of head barista Reagan Petrehn, who also serves as Head of Brand. With over seven years in the coffee industry, Petrehn, originally from Kansas City, Kansas, was suggested to Moinian through a colleague as he began the search for someone to help lead the curation of the menu.<\/p>\r\n\r\n\r\n\r\n

\u201cReagan was the first and only person that I met to fill that position,\u201d says Moinian. \u201cI met with Reagan, and after ten minutes, it was like, \u2018end of story.\u2019\u201d<\/p>\r\n\r\n\r\n\r\n

Staying Fresh<\/h4>\r\n\r\n\r\n\r\n

Drawing inspiration from fine dining, the dynamic neighborhood surroundings, and the bold design of Felix itself, Petrehn is dedicated to ensuring the vibrancy and freshness of the caf\u00e9\u2019s beverage offerings, a mindset that is reflected in how they source their coffee. Felix sources beans from all over the world in small quantities, continuously rotating them out with what\u2019s in season. As of their grand opening, that included beans from Kenya, Ethiopia, and Guatemala, but they\u2019ll be looking at South and Central Americas in the coming months.<\/p>\r\n\r\n\r\n\r\n

\u201cThe idea is that we\u2019re going to burn through it really fast so that we\u2019re ready to purchase what\u2019s in season,\u201d says Petrehn. \u201cThat way it stays really vibrant, stays really fresh, and it challenges us as a company to continue to pursue the next best thing.\u201d<\/p>\r\n\r\n\r\n\r\n

Crafting the drinks is a team of about 10 baristas, all carefully selected from a diverse applicant pool. Petrehn, acknowledging the industry-wide challenge of finding\u2014and keeping\u2014a strong staff, says that the company has created an environment conducive to training and retaining its baristas, including offering a sustainable lifestyle and living wage.<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Baristas at Felix Roasting Co. Photo by Caitlin Peterkin.<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

\u201cWe put a lot of thought into who we hire,\u201d he says, \u201cand into how we bring them on board and the way we treat them in the company.\u201d
That practice translates into how the staff interacts with their customers, providing quality customer service that enhances each visit.<\/p>\r\n\r\n\r\n\r\n

\u201cThat\u2019s what sets us apart,\u201d says Petrehn. \u201cYou walk in and not only is the coffee gonna blow your mind, but you have all this other stuff\u2014you have this beautiful space, and you have this incredible hospitality.\u201d<\/p>\r\n\r\n\r\n\r\n

Showcasing Quality<\/h4>\r\n\r\n\r\n\r\n

Coming up in the Felix brand is The Cellar, a soon-to-open downstairs space that will be tailored for hosting tastings, classes, and special events.<\/p>\r\n\r\n\r\n\r\n

Accessed in the back of the caf\u00e9, a terra cotta-walled staircase leads down to a custom mosaic-patterned landing. <\/p>\r\n\r\n\r\n\r\n

\u201cThis staircase moment is a real transformation from upstairs to downstairs,\u201d says Moinian. \u201cYou\u2019ll feel like you\u2019re in a completely different place, which is one of our themes.\u201d <\/p>\r\n\r\n\r\n\r\n

Inside the room, which Moinian describes as \u201ca northern Italian wine cellar of a 19th-century Italian baron who was obsessed with coffee,\u201d will be a long tasting table, antique mirrors, and an island bar, ideally situated for presentations and showcasing their coffee beans.<\/p>\r\n\r\n\r\n\r\n

Since The Cellar was not part of the original plan of Felix, the team was excited to have a space to take their brand further once the main design began taking shape.<\/p>\r\n\r\n\r\n\r\n

\u201cWe learned what Felix is like [upstairs], so we took those lessons and brought it down here,\u201d says Moinian. \u201cThis is an even more thought-out space for us.\u201d<\/p>\r\n\r\n\r\n\r\n

The Cellar is just the touch Felix needed to truly elevate its brand: showcasing the beans and their stories, illustrating the passion, care, and knowledge of the coffee being served, and educating and engaging further with customers.<\/p>\r\n\r\n\r\n\r\n

\u201cIt\u2019s equating Felix with the kind of quality coffee that we\u2019re trying to express,\u201d says Moinian.<\/p>\r\n\r\n\r\n\r\n

\"\"\r\n
Photo by Adrian Gaut<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

What\u2019s Next?<\/h4>\r\n\r\n\r\n\r\n

A palpable sense of pride comes over the entrepreneur as he reflects on Felix\u2019s journey.<\/p>\r\n\r\n\r\n\r\n

\u201cIt\u2019s been a four-year project for me in a space that I hardly knew anything about when I started,\u201d he says. \u201cMy biggest contribution has been bringing the right people together that would never otherwise have worked together\u2026and creating this beautiful thing that Felix is.\u201d<\/p>\r\n\r\n\r\n\r\n

As he looks to the future, Moinian says they\u2019re looking to expand Felix by distributing their beans into restaurants and supermarkets, as well as opening caf\u00e9s in Los Angeles, Miami, London, and Tokyo. While those pieces are still at work, the Felix team optimistically asserts its solid arrival on the East Coast coffee scene.<\/p>\r\n\r\n\r\n\r\n

\u201cThis is the start of an institution in New York City,\u201d says Petrehn. \u201cWe\u2019re only going to go up from where we already are.\u201d<\/p>\r\n","protected":false},"excerpt":{"rendered":"

Felix Roasting Co.\u2019s combination of vibrant opulence, cozy comfort, and a carefully designed coffee program makes it a jewel of a caf\u00e9 in New York\u2019s specialty coffee community.<\/p>\n","protected":false},"author":1144,"featured_media":20327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"limit_modified_date":"","last_modified_date":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}},"beyondwords_generate_audio":"","beyondwords_project_id":"","beyondwords_content_id":"","beyondwords_player_style":"","beyondwords_language_id":"","beyondwords_title_voice_id":"","beyondwords_body_voice_id":"","beyondwords_summary_voice_id":"","beyondwords_error_message":"","beyondwords_disabled":"","beyondwords_podcast_id":"","beyondwords_hash":"","publish_post_to_speechkit":"","speechkit_hash":"","speechkit_generate_audio":"","speechkit_project_id":"","speechkit_podcast_id":"","speechkit_error_message":"","speechkit_disabled":"","speechkit_access_key":"","speechkit_error":"","speechkit_info":"","speechkit_response":"","speechkit_retries":"","speechkit_updated_at":"","_speechkit_link":"","_speechkit_text":""},"categories":[24,17],"tags":[596],"jetpack_publicize_connections":[],"acf":[],"yoast_head":"\nSubstance Matched by Style - 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