Rhythm Zero: Where Coffee Meets Canvas
Issue I Distortion April 11 2024
Rhythm Zero
Writer: Joven Delay
Editor: Jiani Wang
Photographer: Matthew Valenzuela
Nestled along the waterfront of Greenpoint, a haven that marries the rich aromas of freshly brewed coffee with the curated allure of an art museum emerges. Large 18th-century portraits hang from the walls, hand-sculpted abstract lamps glow in the corners, and plush trendy chairs scattered around the space create an ambiance that has seized the spotlight online. Rhythm Zero, a distinctive and rapidly thriving coffee shop, is the creation of married duo, Ivana and Alex. Their mission: to fuse the realms of coffee and art culture into a singular, immersive experience.
Conceived during the tumultuous era of COVID, Rhythm Zero was born from the pure love shared by Ivana and Alex. Having recently crossed the one-year milestone, the duo fondly reflects on their inaugural day. After a three-month delay in opening, they finally decided enough was enough, chose a date, and swung the doors open. The response was overwhelming, with residents and friends pouring in to support the pair. "It was full of energy," Ivana recalls, "but we didn’t even have cups!" Within a few months, one influencer labeled Rhythm Zero among the top ten coffee shops in NYC—a defining moment for the ambitious pair. “It was a big moment for us” Alex explains, “we made it.”
The journey of this dynamic duo to the vibrant streets of New York City began years prior. Originating from Serbia, their stroke of luck in winning the green card lottery marked the beginning of their American dream. Alex paved the way, and a year later, Ivana joined him. From the outset, the couple knew they had found their harbor. "We landed here, and we knew – this is it," Ivana reminisces, with Alex affirming, "It felt like home."
Today, Rhythm Zero finds its biggest moments in the daily interactions with its patrons. From engaging in Halloween treasure hunts with neighborhood kids to fostering an atmosphere affectionately called "a friend’s apartment," Ivana and Alex have become fixtures in the Greenpoint community. Locals find a home in the store, beyond just cups of coffee, patrons leave strollers at the door, bring food and gifts for birthdays, and simply hang out to unwind and chat with the couple. "It was never about making money or getting rich – for us, it’s about the people."
With aspirations to extend their magic to other corners of New York City, the duo assures us they won't be content with just one location. While dreams of Los Angeles or Miami dance in their heads, Rhythm Zero remains anchored in Greenpoint, its birthplace. Whether on the waterfront or in new territories, the commitment remains—to preserve the original style and introduce a gallery-like ambiance to every Rhythm Zero outpost whenever they may come.
Ivana was kind enough to take the time and share more about the philosophy behind Rhythm Zero in an exclusive interview. She delves into the unique blend of art and coffee, the challenges faced as a small business in the bustling city of New York, and the rewards of being part of the indie community. Discover the passion and dedication that fuel this artistic haven along the Greenpoint waterfront.
How would you describe your business? What niche do you fulfill?
Ivana: A business that was created out of pure love; a business that brings people together; a business where people can come and find their peaceful harbor for a few hours.
Niche wise, most diverse people come to us and that is what makes Rhythm Zero what it is. Whether they are people who enjoy art or create it themselves, people who work, knit, read, writing a journal, mothers who are with their friends while their children are in kindergarten next door, the running team - everyone finds their spot in this space.
:iidrr
What does the term “indie” mean for you and your business?
Ivana: I don't like anything that is classic, seen, or ordinary. The very idea of the space was to try to shake up the classic coffee shops and try to combine the gallery and coffee services under the same roof. Being different and being indie is harder today than ever. It is necessary to really feel what and who you are in your inner body, and to be able to convey it to the outside world. We live in a world where everything is watched for 30 seconds and moves on to other themes, so maintaining originality and attention has become a real skill.
:iidrr Mag: How do you support and collaborate with other businesses or creators in your community?
How do you support and collaborate with other businesses or creators in your community?
Ivana: I am very selective when it comes to collaborations, and I really believe in the energy that clicks between me and the other party. It is important that we are on the same page, that we think in the same direction. We have a few brands that we collaborated with, and artists with whom we commissioned art. I appreciate working with people who inspire me, but most important who complete Rhythm Zero and make it better than it is.
:iidrr
What sets you apart from other coffee shops? Any unique selling points?
Ivana: As someone who loves to go to galleries and museums, absorbing every bit of the interior setting, exhibition, and collection itself, every time I leave the space, I want another round. That is why my vision of Rhythm Zero was gallery-looking space, which is very unique ambience for a regular coffee shop. Having a lot of different sitting options, we give people the opportunity to find their own place depending on their needs and moods, creating a really cohesive landscape. Besides the art part, we really care about the service and product we offer. We are getting our pastries directly from Milan, Italy; the coffee and other drinks must be perfect every time. But what people love the most is our service - a friendly and cultured attitude will always welcome you.
How do you maintain the authenticity and individuality of your business in a world dominated by franchises and corporate chains?
Ivana: I think that is actually our advantage. Yes, everything has become very commercialized and soulless. A large part is due to profit and only business-oriented goals, very few people want to enter the business emotionally and completely. Alex and I both had corporate jobs. We had to quit and devote ourselves 24/7 to the business. We gave everything we had, soul and energy, and people felt it.
:iidrr
What challenges do you face as a small business in a city as large as New York? How do you overcome these challenges?
Ivana: Unfortunately, all challenges were related to the city, city administration and acts that were completely new to us, sometimes even unclear. The beginning was not easy, we had to learn a lot, and as someone coming from a different country, with different language and regulations, we learned the hard way.
What local or independent organizations are you a part of or support?
Ivana: We support our Greenpoint community, where we mostly focus on ecology. Two months ago, we completely stopped using plastic and we are trying to transfer that to other businesses based in Greenpoint.
:iidrr
What is the most rewarding aspect of being a part of the indie community for you?
Ivana: For us, the greatest reward is when strangers get together because they sat down at the same table and suddenly became friends. When people buy a certain piece of art and go home satisfied and happy. When we have events and connect with people. That is the reward and sign that we are on right way.
:iidrr
Is there anything you wish more people knew about your business and the people that help run it?
Ivana: They just need to know that Rhythm Zero is a space full of love and there is a space for everyone, anytime. We make mistakes and we learn, and sometimes everything is not perfect, but we do everything with the best intentions!
Rhythm Zero can be found at 32 Kent St, Brooklyn, NY 11222 and on Instagram @rhythmzeronyc