It will also do so in a venue steeped in history. Devil Coffee will occupy the former Joyería Martín Blasco premises, which permanently closed its doors in 2021 after decades in business. Now, the venue will come back to life with a completely different concept, replacing jewelry with specialty coffee, as well as a food and cocktail offering.
GIVING NEW LIFE TO A VENUE WITH 125 YEARS OF HISTORY
Behind this new project is Cafés El Tostadero, a Zaragoza-based brand specializing in coffee, although Devil Coffee has been created as an independent brand with its own identity. Both will share the same philosophy, focused on quality and coffee culture.
Martín Blasco’s former silversmith’s shop was one of Zaragoza’s landmark businesses for more than a century. Generations of residents passed through its doors in search of jewelry and watches that, even today, retain significant sentimental value for many families. After several years with its shutters down, that image is about to become a thing of the past.
Behind this new project is El Tostadero, a Zaragoza-based brand specializing in coffee. Photo: Aragón Press
Even so, the new venue will not forget its past. Its design brings back colors, typefaces and various visual references linked to the premises’ history, preserving part of its essence while making way for a completely renewed concept.
OPENING TIME AND FREE COFFEE
They announced the opening date and time themselves in a video posted on their social media: on October 8 at 9:30 a.m., Devil Coffee will raise its shutters for the first time, adding: “Stay tuned, because there will be surprises... And something more than coffee.”
One of those surprises has already been revealed. Devil Coffee will give free coffee to everyone who visits the venue between 9:30 a.m. and 12:00
p.m. to celebrate its opening. For two and a half hours, residents of Zaragoza will be able to discover the specialty coffee served at this new venue free of charge.
It will do so at a strategic time, just two days before the start of the Fiestas del Pilar, when central Zaragoza’s streets fill with residents and visitors. It is a particularly significant date for launching this new project in one of the city’s busiest areas.
But free coffee will not be the only new feature. The venue will have a working coffee roaster in full view of the public, allowing customers to see firsthand how one of the most important stages of the coffee-making process takes place.
In addition, Devil Coffee will offer different spaces: a takeaway coffee area, a café, a dining room and a terrace. All of this will be accompanied by a food and cocktail offering designed to go beyond that of a traditional coffee shop.
