Forget merch — this tech creator opened a coffee shop
Dec 19, 2024 – [[read-time]] minute read
David Cogen, the tech YouTuber known for his channel TheUnlockr, recently added a new title to his resume: coffee shop owner. But Coffee Check, located in Greenpoint, Brooklyn, is far more than just a caffeine stop. We sat down with David to learn more about how years of exploring cafes around the world, a desire to build community, and a love for tech, creators, and coffee all collided to create this unique space.
I hadn’t realized that I’d started a thing. So going forward, in every video I would visit a new coffee shop and talk about its history.
David Cogen The UnlockrAccidental coffee expert
So what exactly is a coffee check? While the name might seem generic to the average coffee shop goer, it's actually a nod to how David's love for coffee and tech first intertwined.
“My whole shtick is that I explore while doing a tech review. Since I happen to like coffee, I’d go get a cup in every video, film it and say ‘coffee: check!’ he explains. “One time I didn’t do it in a video and the audience got mad. Where's the coffee? I hadn’t realized that I’d started a thing. So going forward, in every video I would visit a new coffee shop and talk about its history. I kind of go off the rails a little bit.”
These caffeinated adventures weren't just about entertaining his audience; they were a crash course in coffee culture. David learned firsthand what makes a coffee shop truly special, from the quality of the beans to the atmosphere. When previous plans for his new workspace fell through, he saw an opportunity to put his newfound knowledge to the test and create his very own shop.
A space for creators, by a creator
Beyond serving delicious lattes, David designed Coffee Check to be a haven for creators. He wanted to foster community while providing the tools for productivity.
Features of the shop include:
- A full-fledged production studio: Complete with a living room set, a kitchen (a hot commodity in Brooklyn production spaces!), and a state-of-the-art podcast booth sourced all the way from Finland.
- Tech-savvy amenities: As one would imagine coming from a techie, the shop is set up with high speed wifi, advanced brewing equipment and what David describes as an excessive amount of fast-charging outlets. “My electrician thought I was nuts!”
- A roastery (coming soon!): Though it’s not operating yet, David’s begun work on an in-house roaster. His long term plan is to be able to sell the coffee both in shop and to his audience.
But it's not just about the amenities; it's about creating a space where people feel comfortable and connected. "When you work from home long enough—it's been like 14 years for me—everybody gets to a point where they wanna just be outside," David reflects. "It doesn't even matter if you're not talking to anyone else. You just wanna be around humans."
YouTube Creator Liaison Rene Ritchie recently stopped by to experience Coffee Check firsthand, praising its welcoming atmosphere and noting that the sense of community already seemed to be resonating with creators — you might even be able to spot one or two in this Short! According to David, support from the creator community was especially apparent on opening day.
“Through the years us tech creators have become friends and, when we first opened, we were all posted up at the bar of the coffee shop working on our stuff. Every single time a customer would come in, everyone’s head would turn. It was super creepy for the customer and I told them to stop, but everyone was just so excited for me. It was endearing.”
More than a merch drop
Ultimately, David's approach to and passion for coffee is what truly sets Coffee Check apart as a creator venture. This isn't just about slapping his logo on a bag of beans. He's deeply involved in every aspect, from sourcing to daily operations.
In fact, during the first few weeks, David was practically living at Coffee Check, putting in incredibly long hours.
"When we first opened, I was there at 5:30 every morning and leaving at midnight," David shares. "I literally just went home to sleep and came back. It was like that for three weeks straight!"
But even though he's found a bit more balance now ("I can sit here and talk to you as opposed to being at the coffee shop," he jokes), David’s passion for coffee is still going strong. When asked about his idea of the ‘perfect cup’, he replied:
“I’m of the mentality that whatever you enjoy in a cup of coffee is what you should get. Things like traceability, taste and quality mean more than however you want to doctor it up. Milk, no milk, pour over, that’s fine! As long as somebody through the process cares, whether that’s the producer or the barista, it’s gonna taste great.”
Follow along for updates and, if you're ever in Greenpoint, be sure to stop by for a Coffee Check of your own, sneak a peek at the production studio, and maybe even catch David behind the counter. ☕️
