THE CAF: MORE THAN A REST STOP
ON JUNE 17TH, 2022, CAFETERIA MEDIA OPENED A MULTI-BRAND BOUTIQUE IN DOWNTOWN HARTFORD, CONNECTICUT.
“PERHAPS THE REST STOP AND THE LANDMARK CAN BE ONE AND THE SAME.”
— JOSHUA JENKINS
Joshua Jenkins in front of The Caf by Cafeteria, photo by Jess Emonds
In mid-June, The Caf by Cafeteria opened its doors to the public. Right next door to the XL Center. As an idea The Caf started as a curated gift shop for Winterfair (Hartford’s Holiday Market started in 2021). We received so much positive feedback that we were willing to take a risk and commit to a brick and mortar. Cafeteria Media always hoped to include physical and virtual commerce as part of the business model and this Summer have been able to accomplish both. We’ve been able to keep the doors open and you can shop right now at www.Cafeteria.store.
The Caf has connected with several local designers to sell their product in-store. The industrial clothing racks are stocked with local brands like demuerte, Bloomfield Works, Deadby5AM, and 51 Glass House Ave, among a revolving list of many more. The Caf also stocks national and international brands like Korean brand AJOBYAJO, and The New Originals out of Amsterdam (as of publishing we are their only American stockist).
Photo by Jess Emonds
We also wanted to provide a space for local artists to hold events. Local zines Connectic*nt and Vibr held their respective release parties at The Caf, Sweets & Sounds recorded an episode of Sweet Talk, and local skate brand Social Hour had their most recent video premiere in store. This space continuously proves to be versatile, catering to artists’ specific needs. Whether it be a musical performance or an art gallery, The Caf is where it’s at.
Photo by Jess Emonds
We turned the tables on Joshua Jenkins who heads up The Caf and had our team member Gem ask about the store to hear it in his own words.
Gem Mercado
Joshua Jenkins
What was the inspiration for the Rest Area theme?
When we began exploring the concept for the space and, you know, what we wanted to incorporate for the installation, we were just trying to reference ideas that come to mind when we thought of the word cafeteria. That led to exploring what a cafeteria in a rest stop would look like, and that specifically became a foundational element.
I think in a lot of ways it was related to this notion of Connecticut being a drive-through state. If you're from here, it very much feels like it's in the middle of nowhere, and I think we often hear from each other that there's not a whole lot of infrastructure to serve us, and by ‘us’ I'm referring to our creative community. With that, it often has driven us away to find other things to satisfy our needs.
We're always looking for ways to find inspiration. We’re looking for experiences to satisfy our appetite for learning about new things and being put on about new ideas, new ways to express ourselves, and to connect with those that are like-minded. I think creating a space that in theory isn’t typically the destination, but a stop on your way to your destination - it kind of serves as a buffer for those that have often felt that so many things are lacking from our state and region.
Art install by Mercury, photo by Jess Emonds
Art install by Mercury, photo by Jess Emonds
Tell me more about Winterfair and how it led to opening the store.
We talked about what a Cafeteria gift shop would look like, and when we were producing Winterfair it felt like a cool opportunity to pilot that concept. I have a bunch of friends that are designers that I’ve met and collaborated with in some way over the years, and I always thought it would be cool to see all of us occupy the same space with our shared ideas. That’s kind of how it started really, reaching out to people that I’ve always liked their viewpoint, and trying to find opportunities to foster connectivity amongst artists and designers.
How is The Caf helping Connecticut creatives?
I think in a lot of ways we are always trying to raise the standard of what it means to ideate, conceptualize, and execute. The door is always open. There’s been a crazy influx of brands that have been reaching out. I’ve been put on to so many new unique brands locally that I wasn’t familiar with before.
It’s just dope to see how curating a space like this brings people who think alike and have shared interests together. I imagined the space to be a place of congregation amongst our creative community.
For anybody that is looking for ways to collaborate or wants to approach this space, just think about how unique your vantage point is, how you would like to share something that feels timeless and organic, and do your research.
I truly believe the opening of The Caf is creating a certain kind of culture and community that Connecticut hasn’t seen before. What do you hope the lasting impact of the store will be?
I've had the privilege of traveling quite a bit over the last few years, I also moved away for some time, and I feel that offered a different perspective on how other cities operate in terms of cultural hubs, marquee landmarks, and places to visit.
There’s this common thread of going to a cafe or a bar in a new place and getting that list of recommendations on the backside of receipt paper. I keep having this conversation with a few homies about trying to make that list for our city as long as possible. Something like a concept store with a bunch of unique products is something that you commonly see elsewhere, and I think it’s something we’ve been missing for a long time.
You can find The Caf at 231 Trumbull Street, Hartford, CT, Thursday through Sunday. If you can’t make it to the storefront, The Caf’s e-shop is open 24/7.
