Waking Life to pop up downtown

Waking Life is moving downtown — for four hours, at least. On Saturday, Sept. 15, the West Asheville coffee brewer will be at Urban Outfitters on the corner of Haywood and College streets serving pour-overs of an exclusive Ethiopian coffee called Mora Mora.

Jared Rutledge, owner of Waking Life, says the pop-up, which will consist of a table with portable equipment, is a concept that has taken off in cities such as Los Angeles and Melbourne, Australia. The temporary project is part of his effort to re-contextualize coffee in Asheville and move it from a casual, morning beverage to a complex, sensory experience.

“I'm looking at [the pop-up] as an opportunity to get people to view coffee a little bit differently in Asheville,” he says. “I would like it to be a good starting point for Asheville's coffee culture to change. We haven't seen a lot of anything original or creative or different in Asheville's coffee scene like we have in the food scene.”

Rutledge hopes his efforts to re-imagine coffee will become a permanent fixture in downtown: he is looking for a small property to lease. There, he plans to offer a different concept from the neighborhood feel of his West Asheville coffee shop.

The new space would be a scaled-down tasting room that would encourage patrons to focus on the flavors inherent in their cups. “I think that I would probably go definitely no sugar, maybe no cream,” he says. “It would be a very limited menu, mostly to-go. I think I would have to contextualize it properly.”

He has started the loan process with the bank and has begun drafting equipment lists and a business plan, he says. In the meantime, downtown coffee enthusiasts can get a taste of Waking Life's Mora Mora roast from 12 p.m. to 4 p.m. on Sept. 15, near the entrance of Urban Outfitters at 15 Haywood St. Hot, 12-ounce pour-overs will be available for about $3.50, and the limited edition beans will retail in 12-ounce Mason jars for $19, Rutledge says.

SHARE

Before you comment

The comments section is here to provide a platform for civil dialogue on the issues we face together as a local community. Xpress is committed to offering this platform for all voices, but when the tone of the discussion gets nasty or strays off topic, we believe many people choose not to participate. Xpress editors are determined to moderate comments to ensure a constructive interchange is maintained. All comments judged not to be in keeping with the spirit of civil discourse will be removed and repeat violators will be banned. See here for our terms of service. Thank you for being part of this effort to promote respectful discussion.

Leave a Reply

To leave a reply you may Login with your Mountain Xpress account, connect socially or enter your name and e-mail. Your e-mail address will not be published. All fields are required.