Matchaful has opened its new Ritual Bar at its flagship Berry Street café in Williamsburg, marking the next stage in the Brooklyn-born brand’s focus on Japanese matcha and everyday tea rituals. Founded by Hannah Habes in 2012, Matchaful works directly with multi-generational family farms in Japan, sourcing ceremonial-grade matcha from Shizuoka and Uji alongside a range of Japanese loose-leaf teas.
The Ritual Bar transforms the existing café into a more immersive tea destination, with guided tastings, matcha flights, hands-on whisking ceremonies and seasonal menu releases. Classes are led by Director of Tea Education Alexander Robateau, whose programme explores Japanese tea culture, sourcing and preparation, while the walk-in bar offers a location-exclusive menu of matcha drinks and food.
One of the opening highlights is the Crown Melon Matcha, a $30 seasonal drink created with a producer in Japan. It features Crown Melon, one of the country’s prized luxury fruits, known for its sweetness, texture and aroma. “The Ritual Bar is our way of bringing people closer to the story behind every cup, from the farms and producers we work with to the traditions that make matcha so special,” says Habes.
The Williamsburg redesign comes from Jamie McGlinchey, founder and designer of NoN Studio, who worked with Habes to give the café a quieter, more considered character. The interiors draw on Japanese Wabi Sabi alongside contemporary details, with maple and oak, limewash walls, Cipollino Verde marble and handmade paper lighting used throughout. The layout is intended to make tea preparation part of the experience, with a glass-fronted Matcha Grinder Room due to open later this year. Outside, a landscaped patio and garden provide additional space away from the pace of the surrounding neighbourhood.
While the Ritual Bar is open Wednesday to Sunday, with walk-ins from 12pm to 3pm and reservations available for classes, the Berry Street café remains open daily from 8am to 5pm. Following the brand’s recent expansion on Park Avenue South — and with further cafés planned for Tribeca and Hudson Yards — the Ritual Bar offers a more focused take on the brand’s approach to Japanese tea, combining education, hospitality and a menu built around its direct relationships with producers in Japan.
Matchaful Café & Ritual Bar Williamsburg Photography, Montana Cooper.