Blue Bottle Coffee founder James Freeman
Photo / Blue Bottle
Introducing Blue Bottle Coffee and its visionary founder, James Freeman, is like stepping into the heart of the specialty coffee movement. With a passion for craft, quality, and community, James Freeman has redefined the coffee experience since Blue Bottle’s inception. Today, instead of diving into James’s own story, we will introduce him to you through his most recent project: the Blue Bottle Studio.
Being the driving force behind Blue Bottle, James recently embarked on a mission to reveal the essence of extraordinary coffee and share it intimately with guests. This endeavor led to the creation of Blue Bottle Studio—a transcendent, omakase-style coffee experience designed to showcase craft, creativity, and unparalleled ingredients.
In collaboration with Benjamin Brewer, Global Head of Innovation, and Cary Cheng, Global Head of Cafe Design, James orchestrated every detail of the Studio with a deep-rooted commitment to Japanese kissaten spirit of focus and dedication. From the custom space to the vintage furniture and coffee-dyed textiles, every element was meticulously curated to evoke serenity and elevate the coffee experience.
Blue Bottle Studio is not just a coffee bar; it’s an extraordinary coffee experience with only four seats where guests embark on an immersive journey through an eight-course menu of meticulously brewed coffees. Each sip is a revelation, a moment of connection between the drinker and the essence of the coffee. We participated in the Blue Bottle Studio experience in Shanghai and then sat down with James and Benjamin to delve into the inspiration behind Blue Bottle Studio and the ethos driving its creation.
Unveiling Blue Bottle Studio
Blue Bottle Studio Shanghai brings a customized menu of 8 drinks and 2 desserts Photo / Blue Bottle Coffee
James’s desire to do the best and most interesting work possible, coupled with Benjamin’s commitment to making beautiful coffee with and for friends, shines through in every aspect of the Studio. Blue Bottle Studio represents the pinnacle of coffee craftsmanship, where selecting limited coffees that evoke deep emotions and collaborating with pastry chefs, designers, and audio specialists result in an engaging, harmonious experience.
When asked about the inception of Blue Bottle Studio, James reflected on his earlier foray into creating unique coffee experiences: “I wanted to do this special ‘coffee salon’… I wanted to just see the different expressions of coffee.” For James, the driving force behind Blue Bottle Studio lies in a simple yet profound aspiration: “I just want to do the best work possible, the most interesting work possible with the best possible team. And I want to feel inspired.” The essence of Blue Bottle Studio lies not only in the meticulously crafted coffees but also in the collaborative spirit that permeates every aspect of the experience.
As James aptly put it, “What we see, what we hear, what we taste… They all have to be in balance.” Looking ahead, James envisions expanding the Studio experience to new horizons, with New York City at the forefront of his aspirations. He mused about potential future residencies in Korea, Japan, and beyond, emphasizing the global appeal of Blue Bottle Studio.
When asked about the application of the Studio experience to the management of cafes in the future, James offered a poignant analogy: “Can you still hear the ringing in the flowers? We have to listen, so hopefully people are listening for sure here, in Shanghai.” James’s emphasis on attentive listening underscores the importance of remaining attuned to the ever-evolving needs and desires of coffee enthusiasts.
Navigating the Coffee Market in China
Reflecting on the transformative impact of the Studio experience on baristas, James continued, “I greatly admire these baristas. What will they bring back to their cafes? I believe they will catalyze change.” Benjamin elaborated on this notion, emphasizing the infusion of the Japanese kissaten spirit of focus and hospitality, into the core ethos of Blue Bottle.
Blue Bottle Coffee founder James Freeman(right) and Global Head of Innovation Benjamin Brewer(left)
Photo / Blue Bottle Coffee
The service today revolves around the concept of omotenashi. This job essentially embodies that idea. Baristas have this wonderful expression that is being infused into Blue Bottle’s central nervous system. What they say is “touch the feelings.” So, this is the approach we should take with every moment. It’s quite moving and deeply meaningful.
In discussing the development of China’s coffee market, James reflected on its international character and the diverse array of coffee experiences it offers: “It’s a very international market… So I think there are places that are working at an extraordinary level of detail.”
Regarding the future of home user merchandise in China, James sees a range of consumers with varying preferences: “I find that especially in international cities, the coffee scene is fascinating. Even cafes that excel in roasting and sourcing are becoming more commercialized.”
The balance between aesthetics and coffee quality was also highlighted, acknowledging the importance of both in the cafe experience: “Put simply, if we create a visually stunning and intriguing experience, we hope people will appreciate it. Whether that appreciation translates into taking photos for the first time, I wouldn’t discourage it.”
Overall, Blue Bottle aims to provide a unique and genuine coffee experience in China, focusing on quality, authenticity, and connection with guests.
Authenticity Amidst Distractions
Discussing the relationship between “popular” and “traditional” within coffee culture, James emphasized the importance of staying true to one’s craft while embracing innovation.
In reflecting on the question regarding a popular story about him, wherein James started roasting coffee and selling it from a cart, attracting thousands of eager customers, James said: “It wasn’t thousands of people, it felt like thousands, though—long lines, people waiting for 30, 45 minutes. I remember that moment vividly. It was a nice day in January, San Francisco. It was like a switch flipped. Suddenly, I realized I could pay my bills, even though they were modest. It was a thrilling realization that something significant had happened to my business. I didn’t know what would come next, but it was an exciting moment.”
This moment encapsulates the essence of Blue Bottle’s journey—a realization that coffee could not only sustain a business but also forge connections and ignite passion. In discussing the transformative impact of the Studio experience on both baristas and customers, James expresses his admiration for the dedicated individuals who bring Blue Bottle’s vision to life.
As Blue Bottle continues to evolve and expand, James envisions a future where the Studio experience transcends geographical boundaries. His words echo a sentiment of boundless possibility, where the spirit of Blue Bottle Studio can touch lives across the globe, fostering connections and appreciation for exceptional coffee craftsmanship.
In discussing the complexities of modern coffee culture, James reflects on the balance between experience and social media, stating, “Eventually we’ll realize we get to choose. Do I pay attention to my waffle? Or do I take a picture… And what’s the real experience is to pay attention.” This introspective approach underscores Blue Bottle’s dedication to authenticity and the fundamental joy of savoring a moment, unencumbered by distractions.
Ultimately Blue Bottle’s commitment to excellence extends beyond aesthetics or trends—it’s about touching hearts and fostering genuine connections through exceptional coffee experiences.
Playlist by Blue Bottle Studio Shanghai
1. Portrait in Jazz, Bill Evans
2. Waltz for Debby, Bill Evans Trio
3. 12, Ryuichi Sakamoto
4. Philip Glass Solo, Philip Glass
5. Ballads, John Coltrane
6. Kind of Blue, Miles Davis
7. Sketches of Spain, Miles Davis
8. Jazz Samba, Stan Getz & Charlie Byrd 9. Way Out West, Sonny Rollins
A Visionary Rooted in Introspection
From the inception of Blue Bottle Studio to its meticulous curation, James Freeman’s fingerprints are evident at every turn. His commitment to excellence, coupled with a penchant for innovation, propels Blue Bottle Studio into the realm of sensory transcendence. Yet, amidst the brass bars and vintage furniture lies a deeper narrative—a man driven by a simple yet pro- found aspiration: to do the best work possible.
As James reflects on the journey that led to the creation of Blue Bottle Studio, we uncover layers of his character. His desire to explore the myriad expressions of coffee speaks to a curiosity that fuels his creativity. Yet, beneath the surface, there’s a hint of vulnerability—a recognition of the “selfish joy” derived from pursuing one’s passion.
The interview offers fleeting glimpses into James’s future aspirations—the expansion of Blue Bottle Studio to new horizons, the infusion of omotenashi into the core ethos of Blue Bottle. Through his words, we dis- cern a man and a brand with a global vision, a desire to transcend geographical boundaries and foster connections through exceptional coffee experiences.
Yet, amidst discussions of global expansion and coffee market dynamics, James remains rooted in introspection. His emphasis on attentive listening and authenticity underscores a deeper philosophy—one that transcends business metrics and profit margins.
Blue Bottle Coffee founder James Freeman(middle) and Global Head of Innovation Benjamin Brewer(left), Senior Global Omotenashi Manager Ryoto Kichikawa(Right) Photo / Blue Bottle Coffee
As we reflect on James’s narrative, we are invited to ponder our own aspirations and passions. What drives us to pursue excellence? How do we infuse our endeavors with purpose and meaning? In James’s journey, we find echoes of our own quest for fulfillment—a reminder that true success lies not just in external achievements but in the relentless pursuit of our passions, in touching hearts and fostering genuine connections.
Through the lens of this interview, James Freeman emerges not just as a founder but as a visionary man driven by a simple yet profound aspiration: to craft moments of joy, one cup at a time.
NO COMMENT