Taxi does retail

Taxi 2 staffers won't even have to put their coats on to get their caffeine fix, now that the agency has opened a public café in the same building as its Toronto digs.

Taxi 2 staffers won’t even have to put their coats on to get their caffeine fix, now that the agency has opened a public café in the same building as its Toronto digs.

The café, which also sells Taxi-branded merch like staff-designed T-shirts, mugs and roasted beans, is not the first foray into coffee culture for the agency: a café in the Vancouver office doubles as a reception area.

‘It turned out to be a very cool feature, and a way to stretch the Taxi brand to the public, as opposed to the industry,’ says CEO Rob Guenette, who got the idea for the double-duty reception space from the original Lydmar boutique hotel in Stockholm years ago. ‘I’m always interested in brand elasticity, and where the brand can go.’