The eye-catching set-up features a bright yellow slide, and is part of Selfridges & Highsnobiety’s Co.Lab space.
Press outlets including Harpers Bazaar, Time Out and Secret London have featured New Ground’s pop-up store, attracted not only by the ‘Instagrammable’ yellow slide, but also impressed by New Ground’s ethical stance.
New Ground Coffee is a speciality coffee roasting company, specialising in delicious ethical coffee, and providing training and employment to ex-offenders. All their drinks are served in recyclable cups, which in turn will be transformed in Selfridges’ iconic paper shopping bags.
Time Out describe New Ground as a ‘pit-stop with a purpose’, and Selfridges food buyer Louise Allen is quoted in Harper’s Bazaar saying “Not only are New Ground experts in crafting great coffee that’s ethically traded, the team are doing brilliant work to help ex-offenders to transform their lives.”
A spokesperson from Selfridges says, “New Ground isn’t simply a brand that specialises in Single Origin, speciality coffee; it provides employment opportunities for ex-offenders too. That’s a win for everyone, we say.”
New Ground Coffee were participants in Resurgo Ventures’ 2018 Social Impact Accelerator, where they joined other social impact businesses on a 12-week structured learning plan covering all aspects of business strategy, designed to help their business thrive.
New Ground said, ‘We feel hugely privileged to have been part of the [Resurgo Ventures] Accelerator… it lifted our vision, and we now have so much more belief in the impact we can have as a business.’
They went on to present their business proposition to an audience of over 200, which you can watch in full here.