An Over-the-Top Cottagecore Coffeehouse Arrives in SoHo

Following the viral 2018 debut of Felix NoMad, designer Ken Fulk returns for seconds with a lavish cafe that blends SoHo’s sartorial sensibilities with the comfort of an English garden.

All images courtesy of Felix Roasting Company

Opening Shot is a column that peeks inside new hotels, restaurants, bars, and shops with interiors to drool over.

Name: Felix Roasting Company, SoHo

Designer: Ken Fulk

Location, New York, NY

On Offer: Founded by hotelier Matt Moinian and interior designer Ken Fulk, who serves as creative director, Felix offers easygoing yet refined environs to sit back and recharge within bustling SoHo. (Don’t be intimidated by the historic building’s dramatic architectural features, such as a pair of columns and brick pediments that mark the entry.) Much like at its uptown predecessor, coffee shop fare of grab-and-go small bites is on offer and served at a copper-accented bar; bags of Felix beans perched in apothecary cabinets are available for take-away. Also on the menu: the brand’s signature Hickory-Smoked S’Mores Latte and Deconstructed Espresso Tonic, each crafted with non-dairy milks, proprietary syrups, and custom spice blends by the James Beard Award–nominated coffee expert Reagan Petrehn.

Standout Features: Fulk, the Bay Area’s go-to maestro of maximalism who has long been inspired by fashion and fame, delivers his tried-and-true formula of over-the-top touches. Here, he looks toward neighborhood novelties that nod to the resurgence of sartorial romance, such as original wallpapers festooned with arabica flowers—a reference to the floral appliques of Dior’s Resort 2021 collection. An of-the-moment millennial cottagecore vibe pervades with exposed brick walls sheathed in a rosy cream Farrow & Ball paint and a series of teal latticed archways that create a dramatic enfilade. The same pale pinks grace plush velvet poufs and original concrete flooring, where it alternates with forest green in radiating parquet-like stripes. Outside is a lush storefront parklet marked by greenery-filled planters, bistro tables, and market umbrellas that enhance the English countryside setting.

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