One of New York’s quintessential juice bars is crossing the river to Brooklyn.
Juice Generation, known for its fresh juices, smoothies, and raw foods, has chosen Williamsburg as the first stop in its expansion out of Manhattan.
“We’ve been looking at Brooklyn for a few years and this space just felt right,” said Eric Helms, the founder and CEO of the company. “I first saw it about 3 years ago and totally fell in love. I loved everything about it and wanted it to feel totally unique to the neighborhood. I think we’ve built our most beautiful store and I can’t wait to unveil it in the coming weeks.”
The new Bedford Avenue location is also one of the larger spaces for Juice Generation– with 1,200 square feet of space and an outdoor garden which can be seen from a large rectangular window at the back of the shop. The garden will be overseen by a local horticulturalist.
The sleekly designed café has long wooden tables, about 20-odd seats, free-wifi, and walls that will be decorated by chalk-art created by local artists.
Another reason the founder chose Williamsburg is because it fits into the aesthetic of the company as well as the fact that it doesn’t operate like giant chain store corporations.
“We’re independently owned and operated and I think the neighborhood is respectful of that – we ‘re not some large corporate chain opening our 2000th cookie-cutter location,” said Helms. “We work with local farms and orchards to source our produce and make every effort to connect to our community.”
Helms created Juice Generation in 1999 to create an accessible and affordable juice bar that could be frequented by people of all groups, lifestyle and dietary backgrounds. What started as a small store in Hell’s Kitchen 15 years ago has now expanded to more than a dozen locations, working to promote greener and healthier options.
The new Williamsburg location will open its doors the first week of July.
Juice Generation, 210 Bedford Avenue, between 5th and 6th Sts., (718) 782-5075, Open Mon-Thu 7 a.m. – 10 p.m., Fri 7 a.m. – 11 p.m., Sat 8 a.m. – 11 p.m., Sun 8 a.m. – 10 p.m., for more info visit http://juicegeneration.com.
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