Arrival in California and the
Vision for a Roastery
Andrés arrived in Los Angeles in 2013 with no certainty of success:
The goal was clear: to build his own coffee roastery and recreate that "aha! moment" the moment that redefined his understanding of coffee in Sweden for his future customers. This would be supported by an elevated experience where world-class coffee, architecture, interior design, and genuine human warmth come together as one complete expression.
He arrived at LAX with a suitcase and a leased car. No roadmap. Only an idea he believed in deeply, and a very specific vision for how it needed to exist. There was no plan B. No flexibility to dilute the concept. The only path was to build it fully, and to make it succeed.
Over the next two years, he immersed himself in specialty coffee, which was still in its early stages in Los Angeles. He visited cafés constantly, studied roasting, and spoke with anyone willing to share knowledge. He paid attention not only to the coffee, but to the full operation the spaces, the customer experience and the economics behind each day to understand how to build something sustainable.