On October 1, Counter Culture Coffee’s new world class, state-of-the art training facility will officially open in New York City. The fully renovated space offers 3,600 sq feet of epic coffee training wonderland that will include one of the first Modbar systems in the country as well as equipment from all the top equipment manufacturers—La Marzocco, Ditting, Mazzer, Nuova Simonelli, Marco and Mahlkonig. If the Modbar wasn’t enough there will also be several Über boilers and an EK-43.
Counter Culture Coffee is headquartered in Durham, NC but sells coffee through wholesale accounts in most major cities and beyond. The company doesn’t have cafés of their own and instead focuses their energy on thoroughly training their wholesale customers. The training program has proved quite successful for their own employees as well, helping both Katie Carguilo, the 2012 US Barista Champion and Erin McCarthy, the 2013 World Brewers Cup Champion win their respective competitions.
The training center will be used for an array of classes from the company’s Counter Intelligence program and boasts an incredibly multi-faceted design to host a broad range of events. There will be free public cuppings every Friday at 10am (which also take place at their other training centers around the country), home brewing workshops and even food pairing events with guest chefs.
For the industry side, there’s an espresso training room that fits up to 20 people, a full service tech lab in the basement, and a competition training room. If you happen to be a Counter Culture wholesale customer you’ll even have your own key. As Counter Culture’s own Jesse Kahn puts it, “our training lab IS our wholesale customers training lab. They have access whenever they need it. It’s all about helping people have sustainable in-house training.”
The design utilizes ample amounts of reclaimed and salvaged wood filling the space, and its 16ft high ceilings, with some warmth. The architect, Jane Kim, has worked with other well known coffee spots in NYC, including the second location of Everyman Espresso and Third Rail, but the work for Counter Culture seems to better reflect some of her beautiful lofty residential work.
For those of you in NYC this weekend, the training center will have an open house on Friday and Saturday to celebrate with cuppings, brewing workshops and giveways. I can’t make it, so stop by the new space, taste some great coffee, Instagram the hell out of it and give Jesse Kahn a giant hug for me.
The New York Counter Culture Training Center
376 Broome Street
New York, NY 10013
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