There is no doubt about it. Daily life in New York City has its unique proclivities. You can have virtually anything delivered to your house—from a steak to a dining room set, within the hour. Public transportation (particularly the subway) is faster than traveling by private car. And, it is perhaps, where more trends begin (per capita) than any city in the world.
The latest potential trend is a retail store that serves nothing but specially-filtered, clean and sustainable New York City tap water at $2.50 per bottle. Why have your bottle water imported from far away geysers, when you can use NYC tap?
Molecule, aka the Water Café, has opened in the East Village, and serves one thing—bottled water, filtered and sold on-site. The company uses NYC tap, then purifies it of chlorine, fluoride and compound metals with the help of an 8-foot, seven-step, $25,000 machine that incorporates ozone treatments, ultraviolet rays, and reverse osmosis. Molecule Café allows customers to fill their own bottles or purchase 3 and 5-gallon jugs of the cafe’s ‘pharmaceutical-grade water’ and have them delivered personally to your home via tricycle.
Co-owner Adam Ruhf explained to PSFK.com, “It’s about treating water a little more consciously, mindfully and respectfully. This is like a water store 2.0.” The Molecule Cafe believes that New York City’s current tap water and that the “habit of buying plastic bottles of water is unhealthy and destructive. By filtering our local water down to its original molecule (we) bring you the cleanest water you’ve ever had.”
The Molecule Café is part of the Molecule Project, an organization with the mission “to change the we drink and think about water.” The retail and delivery services appear to be just the beginning for this company...
WE ARE A BRAND NEW KIND OF BUSINESS FOR NEW YORK CITY, FILLING A CRITICAL NEED FOR CLEAN AND SUSTAINABLE WATER. THE CITY TAP WATER IS ACTUALLY NOT SO GREAT, AND THE HABIT OF BUYING PLASTIC BOTTLES OF WATER IS UNHEALTHY AND DESTRUCTIVE.