FEED Cafe, New York
55 Water St, Brooklyn, NY 11201
Founded in 2007 by World Food Programme Honorary Spokesperson Lauren Bush Lauren, FEED aims to help fight global hunger in a tangible way. The purchase price of its line of bags and accessories goes towards delivering meals and nutrition to the world’s needy.
FEED’s first retail location combines shopping and cafe elements to offer consumers first-hand experience with – and participation in – the organisation’s mission. Located in Brooklyn’s DUMBO district, the 1000 square foot space is half cafe and half retail store, with the two organically interwoven.
FEED and Weddle Gilmore have reshaped a former coffee warehouse into an on-brand shop-cafe.
A former coffee warehouse, the space features exposed ceiling beams and a rustic brick wall. The same copper rivets used in FEED’s bags are incorporated into the decor, while on-brand signage showcases the organisation’s mission and goals.
On offer are FEED’s latest products, in-store exclusives and an ever-shifting selection of socially conscious brands. Baristas serve up the FEED Heritage coffee blend, roasted with La Colombe, along with pastries and snacks. An events calendar is packed with impactful DIY occasions in line with FEED’s mission.
In keeping with the organisation’s ethos, a portion of all proceeds goes directly towards combating childhood hunger. Each product is accompanied by documentation describing how many meals its purchase will provide. A checkout ticker keeps a running total of meals provided.
The new store is the organisation’s first foray into omnichannel. It will become a testing ground to see which products resonate with customers – and offers an opportunity for consumers to offer their support on a daily basis.