At Deep, set off a side street from the Vieux Port, a loyal bunch of locals and coffee-loving tourists from across the globe rub shoulders, savoring artisanal espressos vegan pastries. Convivial and cool, Deep could be at home in both Brooklyn and Venice Beach, two cities where Tony has lived. Luckily for us, he came back to where he went to lyc\u00e9e: Marseille<\/p>\n
How did a music producer end up with a coffee shop\u2026<\/b><\/p>\n
Being a music producer and a DJ is somewhat solitary. You travel a lot and at gigs, you have people dancing in front of you, but you\u2019re alone on stage. I was envious of the community at my local Brooklyn coffee shop. I wanted to create something similar\u2014a friendly place to hang out. Like skateboarding and music (nb: two of my other passions) coffee is not just about the product, but the culture that surrounds it. I like both the product and the vibe of coffee.<\/p>\n
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..and a coffee roasting business?<\/b><\/p>\n
“Quand quelque chose me pla\u00eet, je le fais \u00e0 fond” (in french in the text). So I did barista training at NYC\u2019s Irving Farm and torr\u00e9faction training at Lomi in Paris. At Deep, we have a produit pointu and ambiance detendu. We don\u2019t have a mec moustache who has a holier than thou attitude about coffee. We love teaching people about brewing and about tasting notes and sharing roasts from us and shops around the world.<\/p>\n
Why did you set up shop in Marseille?<\/b><\/p>\n
I was originally going to open a shop in Brooklyn. Then, last June, while visiting my mom in Cassis, I ran into Guillaume, a friend from childhood (nb: Tony went to lyc\u00e9e in Mazargues.) He\u2019s the brains behind Green Bear Coffee. He told me he had a space next to his rue Gland\u00e8ves location where he wanted to start roasting coffee. I said, \u201cwhy not open a coffee shop in the front?\u201d since I saw Marseille was lacking in artisanal coffee shops that other cities have. And, of course, Marseille\u2019s got the sun and the sea.<\/p>\n
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Tell us about the team.<\/b><\/p>\n
Guillaume is the finance and paperwork guy while I\u2019m more boots on the ground. We also partnered up with Davin, a manager at Green Bear, who is starting to import coffee from Burundi, his homeland. Together, we\u2019ve done way better than I could have ever done alone.<\/p>\n
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Why vegan pastries and vinyl?<\/b><\/p>\n
Everything at Deep is intentional. That book (nb: Cole Giordano Sibling Rivalry) is a skateboarding punk photo book that I helped publish. I\u2019m a vegan so I worked with the guys at Oh Faon for months to perfect the vegan pastries like the Kong Bomb banana bread. I pick a \u201cvinyl of the day\u201d and sell records from two of my favorite vinyl shops Mr. Bongo and Vintage Voodoo. I love mixology, so I create weekly drink specials like the Dwayne. It\u2019s a spin on a caffe leccese<\/i>, the classic iced latte from Puglia that uses almond milk. I make ice cubes out of almond milk so the cubes don\u2019t dilute the espresso.<\/p>\n
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Where did you get the name?<\/b><\/p>\n
Deep is an attitude, a vibe. Deep is a style of house music. Deep is the color of coffee and its rich aromas. Deep is about feelings.<\/p>\n
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