If you find it all disorienting, that’s the idea. Nema’s inspiration was the famous space-station stewardess scene from 2001. It’s just like the trippy feeling one gets after one too many espressos on an empty stomach. But it’s also a clever way to gain word-of-mouth buzz and an easy-to-Google location (“sideways library coffee shop,” anyone?) . According to a story in the New York Times, the owner plans to carry on the gimmick as a marketing tool, saying that “the next one will be [completely] upside down.” Like Starbucks, turned on its ear — perfect for creating an identifiable brand in an age where coffee shops are often interchangeable.
So yeah, Artigiano, Bean Around and 49th – mix it up, why don’t you.