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Starbucks Pulls a Space Ninety 8 with New Williamsburg Café

Photo: <a href="http://www.dnainfo.com/new-york/20141103/williamsburg/second-williamsburg-starbucks-aims-be-coolest-youve-ever-seen#">DNAinfo</a>
Photo: DNAinfo

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That second Williamsburg Starbucks at Bedford Avenue and North 7th Street finally opened Monday, and though they still can't serve alcohol, they've found yet another way to woo neighbors (besides yarn art): By pulling a total Space Ninety 8—that is, attempting to disguise their chain roots.

DNAinfo reports that the new café will have "regular coffee seminars, live music from local bands and curated decor from neighborhood artists," all to create what they're calling "the coolest Starbucks you're ever going to go into."

Some neighbors, however, may have slightly differing definitions of "cool." One visitor described the experience of visiting the café as "a masochistic experiment" that left him depressed: "It's somehow uglier to me than if they constructed a run-of-the-mill Starbucks," he said.

An employee at the nearby new J. Crew said of the café (though he could have just as likely been referring to his own company), "A lot of people don't like it. But hey, whatever gets people jobs."

· Second Williamsburg Starbucks Aims to Be 'Coolest' You've Ever Seen [DNAinfo]
· Why Retailers Use Williamsburg as a Concept Testing Ground [Racked NY]
· Williamsburg Starbucks [Racked NY]

Starbucks

154 North 7th Street, Brooklyn, NY 11249