The pop up is situated in The Corner Shop and will open from 7.30am ahead of store opening Monday-Friday and during normal store hours at weekends. Customers can choose from a menu of ten coffees, each with an optional shot of CBD oil. Tea, hot chocolate and breakfast pastries are also on offer. All drinks come in specially designed coffee cups, with a recycling drop off point at the pop up. All deposited cups will be turned into Selfridges yellow Kraft paper shopping bags.
The pop up forms part of Selfridges’ Happy New Decade creative campaign, presenting unexpected ways to make sure the new-gen ‘20s are roaring not boring. For the first three months of the year, customers are being encouraged to laugh, enjoy and reset. A selection of carefully curated books for reading and purchasing sits alongside the coffee shop. The Corner Shop also features a partnership with Highsnobiety presenting ‘The Co.Lab’, a retail concept showcasing curated product drops and exclusive collaborations, as well as a full sized yellow slide for customers (including adults) to enjoy.
New Ground founders Dickon Morris and Joel Grates source the speciality, high grade coffee ethically from small-scale farmers, ensuring they are paid fairly and that their communities are positively impacted. The coffee is then roasted at the workshop in Oxford, with each roasted differently to fully develop and showcase the flavours.
Dickon and Joel’s love for great quality coffee is combined with a passion for social justice, with New Ground offering work opportunities for ex-offenders across the Thames Valley, helping them into a long-term sustainable future.
New Ground co-founder Joel Grates says: “We know people who have been through the criminal justice system and understand it can be really tough coming out of prison with limited job opportunities. Ultimately, we believe that everyone deserves a second chance, so we use our company as a means to help ex-offenders. We offer training and employment with the goal of reducing re-offending rates.”
Louise Allen, Selfridges Food Buyer, says: “This is a very exciting collaboration for us, and a great way to kick off our Happy New Decade campaign. Not only are New Ground experts in crafting great coffee that’s ethically traded, the team are doing brilliant work to help ex-offenders to transform their lives. We have selected an exclusive Selfridges blend which is being served at The Corner Shop and is also available to purchase in a ground format along with other New Ground single origin coffees both in our Foodhall and online.”
The pop up is open from Monday 6th January until Sunday 9th February at The Corner Shop, located on the Ground Floor of Selfridges London.