Wallplay Debuts Intelligentsia Coffee Counter as Part of Jonathan Rosen’s “I Want” Gallery Show
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The sandwich board outside the Wallplay showroom on Orchard Street promises an experience that’s “better than Starbucks.” The confused or intrigued should note that the announcement – dropped Sunday morning – is related to the latest endeavor inside the former MOSCOT gallery space. It’s called “(Blank),” a permanent “concept counter” run by coffee entrepreneur Fabrizio Verga that will serve up Intelligentsia coffee and collectible art.
Each cup is stamped with the fill-in-the-blank expression “I Want.” Sharpies are provided for customers to complete the phrase, then encouraged to share (and tag) the throught on Instagram. Submissions are then included on the Orchard Street window screens.
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“I Want” an end to the LES hotel blitz, Photo: Wallplay
This java gimmick is part of the latest Wallplay art installation. “I Want__” is a solo exhibit by Jonathan Rosen.
Jonathan Rosen’s I WANT series is a fantasy-based body of work that extends as far as there are human desires. In this I WANT________. installation, and the body of work at large, Rosen invites his viewers to confront and expose their own desires, believing that if they remain untold, they will never have the power to manifest.
The “(Blank)” coffee counter is open daily 8am to 8pm.
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