How’d you like your coffee? How about ‘premiumised’?
Apologies for the rather tortured terminology (tip of the hat to Pearlfisher’s notion ‘The rise of premiumisation‘ – “bridging the gap between the desirability of the luxury world and the function and necessity of mass market products” – now also seen in Primark’s huge flagship store) but now coffee connoisseurs (coffoisseur?) can take their caffeine addiction to the next level.
The company’s latest venture in London’s West End (with more city sites in the UK planned) will allow you to “watch… coffee being made at what looks like a chemistry laboratory. Copper funnels and glass siphons are used to make Clover, Syphon and Chemex coffee…”.
The Reserve was “inspired by the popular 1950s Italian-style coffee bars of Soho but with a modern twist” and as the means by which the brand can showcase what’s at the hot, liquid heart of its business: “known as a coffee shop, but perhaps… not as well known… for the quality and variety of our coffee.”
‘Time for a coffee?’ might now demand a whole new level of commitment.
Here’s The Guardian article in full.