How Blank Street Coffee became a blank canvas for internet girlies.
Because the chain’s baseline aesthetic is remarkably, well, blank, the storefronts act as ideal neutral backdrops for buzzy partnerships with “it-girl” influencers. Its storefronts are outfitted with pale wood, white tiling, and a logo styled in an oppressively inoffensive Helvetica-esque sans serif font.
“As a young brand, we’re always looking to innovate on the customer experience,” says Issam Freiha, Blank Street’s co-founder. “Partnerships are one way to do that.” In these pop ups, customers seem to relegate Blank Street’s core product to the backseat. Sure, the coffee is fine—good, even—but that’s not the point. And it’s not necessarily why fans keep coming back for a second cup.
attendee captioned their TikTok: “review: i love coffee. i love tequila. but maybe not together? I love you tho kenny.”“waits on line for 2 hours for free tequila and hopes to get free 818 merch,” wroteBlank Street is an ideal space to hold these influencer pop-ups in part because of its look: nondescript and virtually color-less.
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