What does coffee have to do with Newbury St.? - by Carol Todreas

Third wave coffee is not just a trend. It is the wave of the future. This refers to artisanal custom picked beans, roasts, and brews. The coffee may be offered with sweet delicacies, but a key component is the shop which is a small, beautifully designed, one-of-a-kind space. These coffee bistros and other related concepts of specialized concocted drinks and snacks are a rarity in Boston which is ripe with the market for this hip model, but to date mainly served by national chains.

The lack of small artisanal coffee shops for a pause in the day’s shopping or working routine is one of the problems facing shopping streets and neighborhoods in the Boston area. And brings to mind that other small local retail is missing from the streets. The result is little variety and a lackluster shopping experience.

 “The Experience” is of primary interest to Millennials, and small places to hang out in are basic to creating the scene they want. Newbury St. and all shopping streets are more attractive with a sprinkling of these third wave coffee bars, and the other new highly specialized eat and drink spots that are following this wave. 

The idea of condensing services in small shops has not only hit the food and drink industry, but now the beauty category with separate small shops for eyebrows, eyelashes, hair color, blow-drys and now napping salons. Small shops for niche concepts have found their place in brick and mortar, either in the form of show rooms, Internet brands now ripe for physical stores or highly specialized merchandise tailored to a specific clientele and neighborhood. 

Back to “The Experience.” A great shopping experience needs a sense of discovery and local flavor, be it mall or street. In addition to design, landscaping, amenities, technology, and other elements uniting to create a memorable place, a variety of small stores is desirable. (In this context “small” means units between 750-1500 s/f that are affordable). In the current market now there is a healthy selection of new tenants and tenant types to create an experience. Either grouped together or interspersed with larger retailers, these stores can bring novelty, excitement and a sense of discovery.

Small spaces can be woven into retail and mixed –use centers. To do so requires some creativity from all involved. From planners and designers to developers and landlords, but for sure it is worth it since the old days are not going to return. There will always be e-commerce, but that will never give anyone any real fun shopping. It is “The Experience” that will.

Carol Todreas is a principal at Todreas Hanley Associates, Cambridge, Mass.