goodboybob Opens – Coffee Bar Meets Virtual Reality in Santa Monica

Down a narrow alley near the corner of Broadway and 26th, goodboybob, a new coffee bar, is now open. Its not just another third wave coffee bar with baristas, latte art and avocado toast (although that is on the menu). This special project, brought to life by Tool of North America founder Erich Joiner, represents an innovative idea to blend the creative worlds of coffee and entertainment to make a place for the intersection of culture, connection and art. The coffee bar was designed into the space that also houses Tools Virtual Reality studio. The VR studio (one of the best in the country) is visible to all guests that enter and will be in active use during business hours as well as after hours.


Dunsmuir Institute Architects and fullBRANCH led the interior and exterior design and construction for goodboybob, showcasing the shared space by using a “temple of material senses” including old factory brick, marble mosaic, a hand-painted menu by the shop’s brand designer Madeleine Ignon, and old railroad wood trestle. In front of the VR theater is a private lounge space reserved for Tool employees separated by glass panels and a blackened steel screen. goodboybob welcomes guests with a large walk up L-shaped marble finished bar and includes an outside multiple tier design seating for patrons to take a load off and enjoy their conversations. Though the new coffee spot is housed on a creative campus with over 20 production offices and 500 + employees, goodboybob is open to the public as well. Monday-Friday 7AM-3PM.

“I decided to open a coffee shop to offer great coffee and delicious food to the immediate community of writers, editors, and artists in the surrounding offices as well as locals who live and work in the area. Its fun to have the bar share space with our VR theater as well. goodboybob can be the place to come grab a coffee and bump into someone youve never met before. I hope it will create opportunities for meaningful in-person conversation,” shares Erich Joiner, founder, goodboybob.

Tyler Wells, a hospitality consultant and coffee dynamo, was hired to help drive and implement Joiners vision for goodboybob. Ryan Fisher (Commonwealth Coffee Roasters, Progress Coffee) will lead the bar program. The name, goodboyboob (all one word lower case) is an ode to his beloved family dog Bob. The shop showcases a small collection of Joiners favorite things, which include the best coffees in the world, local jams, Joseph Bentley garden sheers, and a host of other curated rotating objects, all for sale. The shop will also be selling bags of goodboybob coffee beans and rare small batch premium coffee in black glass cylinders. Coffees will rotate seasonally. The opening slate includes house espresso: Colombia Valentía de los Pijaos, filtered coffee options: Kenya Nyeri Gatuyaini, Rwanda Kanzu Lot 17 and Colombia Cauca Maria Magnolia Acosta. The first Friday will also feature special brew Guatemala Acatenango Geisha Lot 2. Moving forward, every Friday goodboybob will feature a special micro lot for pour over and espresso, including Geshas, Cup of Excellence auction lots and single variety lots from Ethiopia.

In addition to a full beverage menu, which includes seasonal teas from Song and nitro cold brew, goodboybob has a delicious food menu, offering both breakfast and lunch items – rotating daily sandwiches (both meat and veggie options) created with Gjusta bread, pastries from Sugarbloom Bakery, Noodle Jar (think a better version of cup of noodles), and Almond Butter and Jam Toast made with welovejam and Solstice Canyon Almond Butter.


goodboybob provides a delightful reprieve from long production hours and a new ritual. It is a secret escape from the bustling city streets, a creative connection in the making, and serves the best coffee in Santa Monica.



2058 Broadway

Santa Monica, CA 90404


IG @goodboybobcoffee

Author: VR Reporter

I am a hi-tech enthusiast, VR evangelist, and a Co-founder & Chief Director at Virtual Reality Reporter!

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