Huge x BRASH Launch Smart Coffee Shop in Midtown Atlanta

New partnership aims to integrate cutting edge tech-driven retail concepts with launch of three disruptive in-store technologies

Huge, the global experience agency (NYSE: IPG), and BRASH Coffee Roasters, the Atlanta-based specialty coffee roaster, announced the launch of Huge x BRASH Coffee, a public coffee shop and interactive R&D innovation lab combining the best offerings from both companies: high-tech retail innovation and single-origin coffee. Formerly known as Huge Café when initially established in 2015, the new Huge x BRASH Coffee introduces a partnership that combines  revolutionary consumer technology with a distinctive coffee shop environment to socialize and work that disrupts the standard retail experience in Atlanta. 


“This new partnership highlights our commitment to the Atlanta community,” said Dan Hou, President of Atlanta and DC, Huge. “As we look to creating the future of retail through innovation and technology, it’s more important than ever to focus on providing the best service and products to our consumers. We found that partner in BRASH and are excited for this new chapter.”


Launching today on November 20, Huge x BRASH Coffee has a simple shared mission: to test and create the future of retail experiences while also serving high quality coffee ethically sourced directly from farmers around the world. With a commitment to the user experience in mind, the Huge x BRASH Coffee opening will introduce three new retail technologies they will be testing in beta: 


  • Cutting-edge full mobile purchase flow which demos three components of the ordering flow. First, menu items are available for order through the beta mobile application. Next, utilizing Bose Audio AR in-ear audio headset, baristas will receive order notifications from a custom iPad application, prompting the barista to make the beverage. Lastly, once the beverage is made, a visual placeholder will be projected on the countertop in that shows an empty spot for the customer's drink, closing once the customer picks up the drink, minimizing the confusion commonly experience when customers pick up the wrong drink. 
  • AR coffee coasters that showcase the BRASH sourcing process. Users will be able to scan a QR code and see AR visuals about the entire journey from the moment the coffee is picked to when it hits customers’ cups.
  • Hooha, Huge’s award-winning, first-of-its-kind tech driven tampon vending machine. Hooha is a GDPR-compliant, smart tampon dispenser prototype that you can text for a tampon. Users are prompted to text a unique code phrase to the phone number listed on the machine. Once a tampon is dispensed, Hooha will text the user a success message.


“BRASH is Atlanta’s local specialty coffee provider with a mission to source, roast and serve single-origin coffees from farmers we have built relationships with around the world,” said Chris McLeod, Founder of BRASH Coffee Roasters. “We’re always looking at ways to improve the customer experience,  which is why we’re excited to partner with Huge on this new venture. BRASH takes a meticulous approach to our coffee program just as Huge does with design and innovation. Together we plan to create a totally unique experience that elevates how customers enjoy their coffee.”


Huge x BRASH Coffee is located in the heart of Midtown Atlanta at the corner of 17th and Peachtree Street (1375 Peachtree Street NE, Suite A1, Atlanta, GA 30309). The cafe is open to the public Monday through Fridays from 8:00am - 5:00pm; Saturdays from 9:00am - 3:00pm (closed on Sundays). In addition to coffee and tea selections, Huge x BRASH Coffee also offers a variety of food options from local Atlanta vendors, including Proof Bakeshop, POUCH Pies and Wildleaf Salads.


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