A natural extension of a brand: West Elm Market

While on a trip to NYC I ran across this excellent cafe. What made it great wasn’t so much the coffee or the food, it was the idea overall. The cafe is a brand extension of West Elm, the designer furnishings company and it is located at the foot of their headquarters. The reason this caught my attention was the natural extension of the West Elm brand into a cafe offering. What better way to sell their wares than by having them in use and in context.
And, yes, the coffee was good, too.