Well, this is an improvement on the crappy phone shop that was here before. And a clever use of what’s essentially a weird cylindrical building on a grotty roundabout. I’m also taking it as further proof that Shoreditch does the best coffee in London.
If the nickname is deserved and this area is silicone roundabout, packed with technology start-ups, then it’s the perfect location for a venture like this, saving all those hipsters the trouble of schlepping into Shoreditch proper. It also provides something nice to look at in a spot that frankly needs it. I can’t tell you how many bewildered tourists I encounter round here asking, ‘Where’s Shoreditch?’ who, having been promised a hub of arty groovy hipness, are surprised to find themselves on a dirty main road home to Peacocks, Argos and a Shell garage.