Home Food + DrinkCoffee Mysterious Brazilian Coffee Signage Emerges in Hoboken — Then Disappears

Mysterious Brazilian Coffee Signage Emerges in Hoboken — Then Disappears

by Jennifer Tripucka
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Never a dull moment in the Mile Square — several savvy readers sent photos of a new sign propped up at 606 Willow Avenue in Hoboken, a former hair salon space. It stated that a new Brazilian coffee shop was allegedly coming to town. But mysteriously, within 48 hours, the sign came down. Here’s what we know (read: not much, but the mystery has us intrigued).

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^ 606 Willow Avenue on Tuesday, October 10th. Photo Credit: Kerry Callaghan 

The signage went up earlier this week at 606 Willow Avenue in Hoboken, which is the former Tower of Beauty Salon, next to a healthcare office, and down the block from Willow Terrace.

Read More: A Guide to the Coffee Shops of Hoboken

‘Coming Soon Brazilin [sic] Bean Coffee Shop and Espresso Bar Dec 2023’ the sign read at 606 Willow, just steps from allergy-friendly coffee shop Joey No Nuts, located at the corner of 7th and Willow. The word Brazilian was misspelled, which led us to think it might be a prank or merely just a typo.

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Mysteriously, by Thursday, October 12, the sign was taken down. So far, our contacts and research have come up null – no one can confirm any new coffee shop coming to the area.

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^606 Willow Avenue on Thursday, October 12th. 

While Hoboken is one square mile chock full of coffee shops seemingly on every block, some residents may remember that a large piece of Hoboken’s waterfront was also associated with coffee — occupied by Maxwell House’s Coffee Plant.



Now where the current Maxwell buildings reside, its presence was so significant that the aroma of beans wafted throughout the city. Sometimes in the current day, when driving over the viaduct, the coffee bean scents come through (there’s also Hudson Roastery right nearby, a little-known gem).

See More: Montclair’s Best Coffee Shops

But we digress. Truly, there are so many amazing coffee shops in Hoboken, that even if this Brazilian spot doesn’t come to fruition, rest assured there will be beans to sip and cozy WFH spots to enjoy. A few newer to the scene — Hey Coffee People in downtown Hoboken, uptown’s MOJO Coffee location, Pour Amour on Washington Street — as well as some longer-standing favorites — Jefferson’s Coffee, bwè kafe, The Hive, Black Rail, Joboken, City of Saints, and more — will keep us caffeinated for now.

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